The third-party cookie is living its last hours in 2023. Ff Google has decided to postpone their removal on Chrome by one year , in order to better prepare its Topics API as an alternative to this major change, the end of the latter is indeed inevitable.
As a reminder, with the loss of third-party cookies, it will be much harder to track users across the web and serve them targeted ads. As a result, many targeting techniques (such as retargeting users on media platforms like Facebook) will be made less effective and accurate. Audience sizes will also be reduced.
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In summary, for businesses and advertisers the impacts affect:
Targeting : It will become impossible to retarget your website visitors using the usual techniques.
Channels : Third-party cookies from your favorite social media platforms will also be blocked. Their audiences will be reduced.
Conversions : Optimizing campaigns for conversion will be made more difficult because you will no longer be able to associate a specific user with the conversion by platform.
This disappearance is also accompanied in Quebec by a legislative change with Law 25. This law, in force since September 2022, aims to allow users to have better control over their personal information and requires companies to be more transparent about the method of collection and use of their customers’ data.
Advertisers must therefore prepare for the impacts and plan alternatives to limit the consequences of this planned shutdown and legislative change.
presents 5 alternatives to implement as soon as possible.
Making your pixels appear as first-party data
Our first solution is technological and technical.
It allows you to bypass certain limitations related to the blocking of third-party cookies (already present in the Apple ecosystem and on Chrome in 2024) by converting third-party data into first-party data.
Indeed, if the third-party cookie collects data from the. Browser to measure the interactions made on your website, the API of the advertising. Platform allows for its part to collect the same data by being installed on your company server .
So, most media platforms have developed their own API and you can now plan to install them in 2023. This alternative solution allows the preservation of certain marketing tactics (like dynamic advertising, retargeting or optimizing your campaigns for conversion).
However, be aware that installing the API is more complex than installing the pixel and requires a data storage server as a prerequisite. A developer may be needed to ensure that the data collection architecture is compliant. We also recommend choosing servers that will store the data in the country in which your company operates.
Increase the acquisition of proprietary data
This second solution is the new Eldorado in digital marketing.
Using proprietary data remains the best way to reach your. Audience and optimize your sales while being legally correct. Indeed, proprietary data (or first-party data ) corresponds to. Jny data collected by your company for which the user has voluntarily given their consent for its exploitation. This is often excellent quality data with high added value.
Additionally, centralizing all the data collected from your business (such as data collected by your. CRM, your website, your in-store sales or your Key Considerations newsletter management platform) and. Ghen unifying it to be able to use it in your campaigns will maximize your media performance .
So taking inventory of your data, centralizing its storage can be the first step to take this year before unification next year.
If your company or organization does not have much or little proprietary data, we recommend that you use this year 2023 to establish data collection strategies .
For example, let’s mention the possibility of launching an online contest, obtaining a discount in exchange for an email, carrying out a survey on the consumption habits of your visitors or the use of specific features of your website such as a calculator for a mortgage loan, etc.).
Choose partners with proprietary data
This third solution will encourage rapprochements and. Partnerships between companies with companies that did not necessarily use their proprietary data for commercial purposes.
Indeed, as proprietary data will become king in 2024, several companies, such as certain distributors or certain grocery stores, have understood the gold that they hold and that they can exploit with other companies through data collected via their loyalty programs.
So, it is very likely that your media plans will integrate more “non-media” partnerships from next year .
Within larger companies, it is likely that marketing, sponsorship and partnership teams will come together to create joint strategies and activations (instead of working in silos).
Whether you do your media buying directly or through a media agency, chances are your media plans will become more granular, complex and innovative (outside the box).
Use Marketing Mix Modeling tools to plan and analyze your campaigns
Then, the fourth solution that we recommend is the implementation of a. measurement system based on Marketing Mix Modeling (or MMM for those in the know) which allows. You to measure the contribution of each media to optimize the allocation of investments.
Indeed, last-click attribution has become ineffective for analyzing. The performance of each media tactic because it is increasingly difficult to associate a click on an ad with a specific user who converted on your website.
As these solutions are expensive with a business model. Based around a. campaign/key indicator/market , we recommend that you contact your media agency to benefit from their discounts based on the volume required.
Return to contextual targeting
Finally, the last recommended solution is a classic and oldest solution in digital marketing: the return to contextual targeting.
Less precise. Eroader but also more relevant. Tt allows you to be present in contextual. environments related to themes or interests. We already talked yeezys shoes about it here with the Topics API. wehich is Google’s answer to. Classify sites by themes and. interests and make them accessible to advertisers.
To conclude this article for those who have not seen it
What will a future without third-party cookies look like? We invite you to discover it by watching the video conference.
