Most data professionals believe there won’t be a crumb of knowledge left after third-party cookies disappear in 2023.
Consumers, who don’t like being tracked, are thrilled. But companies are left with finding better ways to gather data from current and potential customers — all with their full knowledge and consent.
Companies can start by incentivizing customers to willingly provide their data in exchange for offers, exclusive content, and tailored recommendations.
With these efforts, custom forms are going to be the new cross-property tracking.
People-based identifiers are going to be the new programmatic advertising.
In short, when it involves cookies, the first party is going to be the new third party.
These changes benefit marketers too.
So,With third-party cookies, advertisers believed that more targeting equaled more relevant ads — and better business outcomes.
However, a recent study revealed that when Chase showed ads on 400,000 websites, it yielded no better outcomes than showing ads on just 5,000 websites.
Scenarios like this promise to offer customers more control over their experience,
and marketers the power to make simpler campaigns. this is often first-party cookies done right,
and getting there requires updated techniques.
It takes knowledge of emerging marketing trends and best practices to win during this era of cookies — a replacement era built around legitimate, two-way relationships with customers.
Audience targeting takes successful
Today, companies believe in personalization, reaching known customers, and prospecting to focus on audiences and activate their data across channels.
These audience targeting use cases won’t disappear when third-party cookie data is no longer available —
but in the meantime, marketers struggle with the way to approach these use cases.
As third-party cookies fade, companies are challenged by tracking unrecognized or first-time visitors to their websites.
Currently, companies use third-party cookies and mobile advertising IDs (MAIDs) to gather audience data via on-borders, data providers,
and cross-domain tracking. When these approaches are gone, one question hanging over marketers’ heads is the way to target ads effectively.
For reaching known customers, many companies today address demand-side platforms (DSPs), or automated buying platforms,
where advertisers and agencies can purchase digital ad inventory. Instead, companies will need to adopt new ways to approach DSPs that support people-based IDs.
Most DSPs don’t currently support them, and for people who do, scale remains a priority.
The future of prospecting looks bright with known audience lookalikes, emerging partner ID solutions, and contextual targeting trending upwards.
But until then, companies must redefine the “target audience” to seek out new customers. With the programmatic targeting of unknown audiences trending downwards,
companies got to find new approaches to prospecting that don’t depend upon third-party cookies or MAIDs.
More and more marketers are shifting resources toward the practice of developing customer journeys —
and keeping customers after browsing all the trouble to cultivate them.
But to urge thereto stage, companies must retool their customer acquisition stack to get rid of the exclusive dependency on third-party cookies and evolve it from tactical to strategic.
Minimize the impact
Getting before the discontinuation takes a proactive — not reactive — approach.
Companies have built their advertising strategies around third-party tracking cookies,
So to attenuate the impact of their demise, now’s an honest time to re-strategize from the bottom up.
Collect omnichannel data
While third-party cookies gather web and mobile data,
first-party cookie data is going to be collected from all customer touchpoints — from the decision center to chatbots, to point of sale.
By unifying first-party data from multiple channels, you’ll begin to spot the “ant trails” to success that turn prospects into consenting customers.
Use real-time personalization and intelligence
Getting customers to enter their personal information along each step of the customer journey ensures you get the info you would like before their next click.
Once you recognize your omnichannel data insights, you’ll get to use it to tell customer experiences — all of which are feasible with Nummero
So,Experience Platform solutions like event data, streaming segmentation, offer decisioning, and personalization
Orchestrate the customer journey
Using first-party data puts marketers in a good position to develop and optimize the customer journey.
These journeys take three stages: getting repeat business from customers, raising their lifetime value, and remediating journeys to fight attrition.
In each stage, marketers must tout their offerings across multiple channels in a tailored way.
Become an expert on first party-driven advertising
So,First-party advertising targets customers who support their consent and interest. It replaces the dependence on third-party cookies with one on first-party IDs.
Customer consent married to behavioral and media data,
which will scaled to personalize at the one-to-one level.
First, party-driven advertising allows you to use more trusted, reputable data to:
Prospects between publishers and advertisers supported a mixture of look-alike models and data collected from a partner.
Expand audiences by bringing identity partner data assets into play.
Bring that data full circle to spot what components contributed to converting prospects into customers.
All in all, minimizing impact means building the first-party infrastructure.
Once you shift dependence from third-party cookies to first-party durable IDs like email or telephone numbers then you’ll continue to develop customer journey maps with both online and offline data, helping you identify how prospects become authenticated customers.
Five marketing tactics and the way they’ll trend
One of the toughest things about this year is deciding the way to move forward with a degree of uncertainty. during this environment,
you must be ready to stay agile, prioritize scale, and adapt to any change in legislation regarding what is going to or won’t be possible without third-party cookies.
Here’s a glance at five common marketing tactics and the way we see them trending amidst the cookie shake-up.
- Personalizing content with first-party cookies
Shortly, data is going to used via authenticated first-party cookies and first-party app identifiers to complement the customer experience.
These insights often generated through AI and machine learning,
which can even be wont to classify browsers into audiences through real-time customer data profiles.
So,Companies are going to be ready to gain direct access to behavioral data, attributes, segment memberships, and more.
This way, the longer term of personalization will provide richer profiles far beyond the binary of trait and segment qualification used today.
- Reaching known customers
Companies can expect rapid industry change which will require flexible activation of additional IDs.
There’ll be an expansion in walled gardens, from the number of platforms (like Twitter and LinkedIn) to sorts of IDs (like mobile numbers),
with real-time customer data profiles (CDPs). Companies also can cash in on the expansion in DSPs,
and a resurgence in direct buys. Marketers who achieve reaching known customers will activate partner- and people-based IDs in an open, agnostic manner.
- Finding prospects
In redefining the “target audience,” companies will get to match high-value customer profiles with publishers’ authenticated audiences, target customers directly (or use them as a seed for lookalike modeling and expansion),
integrate with identity partners, and reach customers with relevant messaging supported page content. These steps will ensure success regardless of how the industry transforms.
- Measuring the worth of customer data
So,A new priority should be switching to the “cost per authentication” metric.
Unifying around this metric can help companies steel themselves against a future without third-party cookies.
It’s defined by attention to customizing the precise moment to capture first-party data, with the goal to:
Personalize the experience supported each user’s custom click behavior
Discover the precise sequence in your customer journey that maximizes first-party data given consent
Understand when customers abandon your site without providing personal info
- Prioritizing customer trust
Companies won’t get anywhere without their customers’ trust. this is often very true in a future without third-party cookies where it’s critical to create trust with customers by respecting and protecting their privacy.
Inform and educate your teams about the third- versus first-party cookies, and confirm you’re ready for when data deprecation starts to impact your business.
Conducting a cookie audit would require everyone to know what a future without third-party cookies seems like. By getting teams within the know sooner,
changes are going to be less likely to impact your organization’s customer experience.