What Marketers can do in the absence of Third Party Cookies

Cookies allow you to track, identify and reach potential customers across all devices. But last year, Google announced they are phasing out the use of Third Party Cookies. You can read more about this, here.

How are marketers going to reach new customers without Cookies? While Google are testing an alternative to Cookies, we had a look at other options.

Leverage first-party data

First-party data may be the saving grace for brands in the Post-Third-Party Cookie and tracking world. 

Brands should start thinking about how they can use the knowledge about their customers to not only personalise their experience on their own website, but also use it to acquire more customers similar to their own by using look-alike and act-alike audience features on social media channels like Facebook, Instagram, Google etc.

Email Marketing

Having someone sign up to your newsletter is a great way to start building a relationship with them. Sending them offers or information about your product or service is a great way to engage your customers. Additionally, if you have a large audience of subscribers, you could segment your lists into specific demographics and send more relevant offers to them.

Contextual Advertising

What is Contextual Advertising? This is advertising that allows you to place ads on websites that fit certain keywords so users of that website may fit the audience profile you are looking for. An example of this is if you chose to display beauty products on a beauty product review site since the audience would likely be interested in beauty.

Retargeting

Retargeting when you upload your own client contact list to an Ads platform, such as Facebook Ads, and a 'look-a-like' audience is created to target people who are similar to your customers.

People-based targeting

People based marketing targets individual people instead of a group. It attempts to identify a user across various channels and devices. Companies such as Amazon and Facebook accomplish this with their users accessing their own account across devices.  This technique is called Persistent ID's. These ID's are formed by following your user's journey and logging the pages they are interested in and then providing the user with 'people who bought this, also liked this' prompts. 

Google's Privacy Sandbox

At this point, Google are only trialing Privacy Sandbox so it will be a few months until it's in action. 

If you are an advertiser, you should continue to follow the news about the Sandbox, it could be an opportunity to get ahead of your competitors.