6 things to consider before third-party cookies expire

2023 will be the year when third-party cookies expire. Google has announced its intention to delay the phase-out of Chrome, giving marketers more time to prepare. Does this mean the brands are ready? Here are six statements to consider before this programmed disappearance.

Third-party cookies were not always reliable

Ad blockers, browser sharing with other family members or even clearing your cache have all been factors that compromise the effectiveness of third-party cookies over time. Studies are inconclusive about the added value of advertisements using third-party cookies. A research paper published by the University of British Columbia in 2016 found that, under the right circumstances, users are 2.7% more likely to make a purchase when ads use tracking cookies.

Now is the time to invest in first-party data

It’s time to refocus on the customer experience, and more and more companies are increasing their spending on first-party data usage in response to the disappearance of third-party cookies. Delivering a personalized digital experience at scale can help brands attract and retain customers.

Customer data platforms are at the heart of systems

CDPs (Customer Data Platforms) have become an essential tool in today’s comprehensive marketing technology. By helping brands gain a unified view of their customers by centralizing different data sources, it enables marketers to deliver the right interaction at the right time, in the right place, and in the right context. They are used to improve online sales, improve cross-channel marketing efforts, and determine ROI for various campaigns.

Retargeting is the key

Using highly personal information sent via the web, email or text message, retargeting allows marketers to subtly push prospects and customers into action.

Real-time personalization as a priority

The use of the Customer Data Platform (CDP) opens up increasing possibilities to improve the customer experience through enriched personalization. Machine learning is a way to create attributes for each user, such as customer lifetime value, cost of customer acquisition (CAC), degree of appetite, and outage risk, which can then be used to aggressively customize communication and customer support.

The validated customer is the king

An Enterprise Content Management System (CMS) helps create content tailored to target audiences. In addition to offering different content on a reference site, marketers can simply send super-customized campaigns to their authenticated users. Are there any magic bullets to getting clients to authenticate, such as signing up for webinars with industry experts?

With an initial registration, marketers can begin to get to know them and determine what they are looking for at each stage of their buying journey. For example, a brand can help its customers manage after-sales warranties or offer a promotion after a video. Marketers can also send a promotional email to users who have recently sold items in their cart, to encourage them to buy.

The end of third-party cookies isn’t bad news for marketers. It heralds a new era of advertising, which will be able to take data into account in a much smarter and very personal way.

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