WHAT LIFE WITHOUT THIRD-PARTY COOKIES MEANS AND HOW TO PREPARE FOR IT NOW
We discussed in our last data-focused blog, the importance of understanding data before making decisions based on it - the need to “humanize” it. We also mentioned that, as marketers, we must prepare for the demise of third-party cookies to avoid our marketing efforts falling off a cliff.
The disappearance of third-party cookies doesn’t mean an end to measurement; it just means what and how we measure is going to change. And that’s okay. But, just like any data-driven approach, we must understand it and its impact on our brands, and prepare alternative strategies to track customer data and advertising.
Why Brands Must Act
With the year wrapping up and 2022 planning in the works, keep in mind first-party (1P) data is key to a data-driven future. Not only is 1P data more accurate and reliable, it allows marketers to get back to the basics - providing a targeted user experience to consumers without the risk of privacy. But that's not immediately realistic and scalable for most brands, so in parallel, there should be an audit of targeting strategies.
Rather than looking for a third-party (3P) cookie replacement, drill down on the 3P tactics you’re deploying and for what reasons. Knowing this will help develop a cookie-less action plan that aligns with your strategy and objectives. For example, contextual advertising uses keywords and topic-based targeting to place ads with content that is related. While the reach might not be as wide as behavioral tracking is lost, you can be assured the targeted ads will appear on sites that align with your brand’s values.
Taking Action in 2022
A path away from 3P cookies should take up to a year, with ample time to ensure proper testing and measurement. But don’t delay just because the timeline shifted back! Contact Hart for a custom Third-Party Cookies Audit and Action Plan specific to your brand and, in the meantime, download our guide to get you started.