June 19, 2020

The End Of The Cookie: Part 2

What is going to fill the void left by third party cookies? We know for sure that our reliance on data isn’t going to change. It’s the foundation of marketing. we are always going to need to know who our audience is.

Three third party cookie alternatives.

  1. Use browsers history only to influence impressions. This is a very simple option that wil be easy to implement because things like google analytics pretty much already do this. But because its browser specific it could make OmniChannel marketing a challenge.
  2. First party identity information. This solution creates a unique ID for your web use. This option is popular with a lot of people in the commercial industry because even though your data pool will go down, using unique ids will give a higher match rate. Meaning if one of these matched personal ids show up in your system, you’ll know for sure that they are a solid prospect.
  3. Aggregated consumer data. This is somewhat of a catch all option, using consumer data from multiple sources to cross refence and match information. One advantages of this option is that marketers we be able to learn more about their consumers. Although you will know more about them as people, it’s unlikely that you will be able to actually know who they are.

So, what now? Now is the time to figure out as much as you can about your audience. It will be more of a challenge to find out who your customer base is without third party cookies. Focus on diversify into omnichannel marketing to get a clearer picture of your audience. It is also a good time to plan out a marketing strategy. Figure out what companies you are going to need relationships with going forward.

What alternatives to you think are going to fill the void left by third party cookies?


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