Cookieless future is coming
We all know that third party cookies are important and fundamental for digital advertising over the years. Most of the internet companies relies on cookies based targeting in the digital world. These Internet companies around the world have already implemented strict policies on data privacy for the users. Still the user have concerns on using individuals data via third party cookies without their consent.
In January 2020, Google has announced, it will phase out third-party cookies in chrome and other browsers. By phasing out third-party cookies, Google helps to give individuals more privacy and control of how the user information is used on the Internet.
Cookies |
What is a cookie?
Cookie is a file(A piece of code) that tracks the user behavior while surfing the web. These cookies are helpful for advertisers to track the user behavior and activities for future targeting and measure the ad success rate. These cookies can store the information like logins, sites the user visited, frequently visited pages etc. As these are sensitive information which are shared with the third party may be a vulnerability to the user’s privacy. As a solution, privacy laws like GDPR, CCPA came into implementation to achieve data privacy which allows tracking user information with the user’s permission and with transparency.
Cookieless Solutions
Advertisers are moving towards the alternative solution to track and target the users. Here are the few solutions that brands are preparing to adopt without cookies.
First Party Data:
Advertisers can leverage using first party data like Website visitors, CRM data to maximize their reach and marketing success. As these are the people who already shown interest to your brand or product which helps advertisers to interact with the users in a personalized and sophisticated way.
Contextual Targeting
It leverages on non-personal information that is based on what content the user views rather than who the users are. In this way, The advertiser will place their ad on the relevant sites that includes relevant content to the product/brand.
Universal ID
These are Identifiers(Numbers) created by the ad-tech platforms that identifies the user across the sites and platforms in the supply chain. Universal ID’s can be created with first party data and offline CRM data.
Google’s Privacy Sandbox
Google has came up with it’s own solution called privacy sandbox which allows the brands to select relevant content for users and tracking conversions with APIs.