Google’s Chrome browser just announced that it will not roll out alternative user-level ad identifiers to replace third-party cookies. Safari and Firefox, the world’s second and third most popular web browsers, already block third-party cookies by default. The replacement for third-party cookies is first-party data. Why the big change? According to David Temkin, Google’s director of product management for ads privacy and trust, “we don’t believe these solutions will meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long-term investment.”
So what will marketers and advertisers do without third-party cookies? What can you do to replace the tracking cookie and still connect with your audience? Don’t worry, marketing will survive without third-party cookies. Here are some quick solutions.
Contextual advertising is advertising on a website that is relevant (contextual) to the page’s content. In traditional contextual advertising, automated systems display ads related to the content of your site based on keyword targeting. The next best option to cookies-based behavioral targeting is anything keyword or keyword contextual-based advertising. From the consumer perspective, contextual ads feel much more authentic and organic because they don’t give you the feeling that you’re being tracked around the web. They only see ads that are relevant to the content they are currently consuming. Google AdSense is the best platform for contextual advertising. It allows you to place image, video, and text ads on the pages of participating sites online. This enables you to put dynamic content in front of people who aren’t necessarily searching for you.
People-based marketing means gathering customer data from both offline and online sources and using that rich profile to more accurately recognize and reach customers on any device. It connects brands with real people, not audience or device groups. This means you can better target individuals with messages that matter and engage them in more meaningful ways. This method does not rely on third-party cookies to track users or gather data and allows brands to meet customers in the places and times that they actually want to engage with them.
Advertisers with a robust database of offline or purchase information are the best fit for people-based marketing programs, but anyone with various data sources can build toward a successful people-based marketing campaign. Top industries for people-based marketing strategies include education, retail, travel and entertainment, automotive, health and fitness, restaurants, and CPG. Since first-party data is the key to a successful people-based marketing strategy, you’ll want to concentrate your efforts there. Build deeper, more meaningful first-party data by consolidating CRMs across your organization, giving customers a way to share their information during checkout, or hosting gated content on your website to drive in new leads.
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