Time is almost up, and third-party cookies will no longer be around for us to rely on when it comes to PPC advertising.
To put this into a larger perspective, the last web browser remaining to block third-party cookies to protect users’ privacy is Google Chrome, which is two-thirds of the global search market. According to Google’s plans and to promote a more stable ecosystem to support businesses across the web, they plan to phase out third-party cookies in 2023.
Once third-party cookies become extinct, most advertising agencies will have to innovate with new tracking methods to support strategies for optimizing digital marketing efforts. Staying ahead of the game is where partnering with a digital marketing agency spearheading the challenge will be your best bet at keeping your clients afloat in the upcoming years of online marketing.
What’s An Online Cookie?
There are different types of cookies, but in summary, they are text files that websites send to your device that are then used to monitor and retain specific information about you.
The Cookie Party
- It consists of bits of information that collect web-user data.
- Store user data such as browsing and setting preferences and tracking information.
First-party vs. third-party
The primary differentiator is who uses that data and who the cookie collects information for.
Serve to improve user experience (UX); examples include items added to online shopping carts, usernames, passwords, and language preferences. They also help provide services such as live chats and support.
They are placed by someone other than the website owner to track users. Information stored about these users helps enhance digital marketing strategies to drive up website traffic and sales.
Data Brought By Parties
- User behavior
Third-party Cookies Leaving The Fun
Who wants to join a party without privacy and security, one of the reasons why third-party cookies will no longer be able to join the crowd. However, this leaves the party planners (online advertisers) blind when it comes to personalizing events (Ads) and creating an ideal online experience (UX).
What Will Replace Third-party Cookies?
As we approach the deadline to opt out of third-party cookies, some alternatives are already in the mix to ensure advertising agencies can continue a smooth journey. With time ticking, you can anticipate many other innovative options to be made available in the near future.
Currently, this is how third-party cookies are thought to be replaced in the industry and continue to support providing effective campaign marketing and more personalized experiences for users:
Google’s Browser-based Model
Rather than collect individual data, this model is based on collecting data from users and grouping them into similar interest segments that online advertisers can later leverage to target ads with.
These privacy-preserving alternatives for reaching relevant audiences are updated every week to keep ad targeting relevant and make it harder to identify each group member.
First-party Data Tracking
If you are an advertiser or company, then any information collected on customers/users is owned and can be used, including segmenting audiences to offer them as targets in ad placements on a site. This information includes content viewed, interested topics, and responses from surveys about demographics and interests.
Similar to a cookie-based system. A unique identifier for a user would be assessed via login or other forms of ID. Access to information such as browsing history, ad views, and interaction can be evaluated just as with thor-party cookie tracking. But then again, this would require an extra step within the client experience journey and overall acceptance by online advertising.
Without personal identifiers, it consists of collecting details about the user such as browser type, content browsed, and operating system. It then assesses to look for the same information trends to follow users across the web.
What Do We Gain From This?
Confidence to shop online is not something that is acquired easily by users. Increasing privacy and security modestly is a way to promote a better user experience and confidence for audiences online and give businesses a higher chance of success.
It pushes digital marketing agencies such as ourselves to contribute to more sustainable online ecosystems and support businesses we manage to be more transparent when collecting data from their customers.
Partnering up with the right team is essential towards tackling this new challenge that will be faced. We already have a plan of action in place that will mark the success and achievement of the long-term sustainability of PPC advertising. Let’s have a chat where we can venture into what we have in mind.