What’s next if Third party browser tracking cookies are dead?

While cookies are going away, deleted or blocked through browser settings how can marketers acquire more new customers without using their first-party data.

Since from last 25 years, marketers have been relying on the third-party tracking cookies to track their customer behavior online. Almost all technology and marketing platforms use cookies for targeting, retargeting, display advertising and to track their customer marketing behavior in general. Now, everything has changed

By the invention of smart cookie-blocking technology Intelligent Tracking Prevention (ATC) by Apple and Enhanced Tracking Protection by Firefox is now blocking third-party cookies by default. And no sooner Google gets the control and allows customers to block cookies. The new technologies like Browser level blocking, third-party blocking apps and new regulations from the California Consumer Privacy Act (CPC) can quickly throw the old cookies into the internet bin.

And this is treated as a wide fundamental change in the world of online advertising. How do the marketers and advertisers like you get affected by the death of cookies? Should you give up on marketing or find your passion in something else? Or find a better solution? Rather than giving up your passion for marketing find out the best ways to getting into the more effective data sources already on the way, as we marketers cannot survive with the third party cookies.

What made the third party cookie to death?

Just when Apple has taken its quick steps from the digital landscape of Adobe Flash it has put its first knife to kill the cookies. And successfully, both Apple and Mozilla have got a third-party blocking cookie for a while and this made the ad networks quickly find the loopholes in their protection. And this made Apple move to its next step to seal up their digital loopholes with its Intelligent Tracking Prevention 2.2 (ITP) and worked effectively in blocking third-party cookies. On the other hand, Mozilla focused on the Firefox browser and made similar improvements with its Enhancement Tracking Protection (ETP) to block third party cookies.

Now, finally both ITP and ETP able to block their cookies by preventing them from being stored in the browser and also sealed up their loopholes from being exploited by the advertisers. So that they can prevent the third party cookie from being recorded as the first-party cookie.

Why Chrome has failed in blocking the third party cookie?

No doubt that Google’s Business model relies all on collecting data from its users – what they search for, what do they shop for and what videos they watch and finally what people surf for on the internet. While advertising is the key dominance for the search giant and as we know Chrome browser over 60% of browser market share Google will never opt for ITP and kill its tracking cookies.

Though Google is keenly aware of its implications still works carefully while marketing all its new privacy controls as it benefits its users. Google is mum on what will it do in eliminating the third party cookies. It left still as a question whether Google will make a dominating marketing move with a replacement or not. No matter whatever dominating step it takes, it will guide the future of the entire tech market.

How can digital advertisements work without cookies?

As discussed above with the new and effective data sources marketers and advertisers can replace the tracking cookies and still acquire new customers and connect with their audience. Here are a few tactics that can help digital advertisers to break their cookie habit.

  • Contextual Advertising
  • People-based Targeting
  • First-party data from phone calls

Contextual Advertising:

Contextual Advertising is back again, and the old technique is new again. You cannot expect a decline in dollars leads to a decline in ad traffic, just to expect a reallocation and shift of budget. The next best option for cookie behavioral tracking is keyword or keyword contextual – based advertising.

With contextual targeting, the ads you see are based on the content or keyword you are looking for instead of your overall profile behavior. The move to contextual advertising is moving back to focusing on producing and distributing relevant content.

People based targeting:

This technique relies on the unique identifier related to the user, not to the device. The new marketing method is introduced by Facebook, as people-based advertising as it does not rely on third-party cookies to collect data but allows a brand to meet its customers at the places and times that it actually wants to engage with them.

A successful people-based targeting technique works on three key elements namely; Identification, Data, and Automation. To identify their customers and connect them correctly on various devices and automatically collecting the data from the first used instead of relying on third-party cookies.

First party data from phone calls:

In the absence of third party data, getting first-party data in your hands will be more important than ever. Brands like Facebook, Google and Amazon have a huge advantage to access the data more than they think to have. Generally, it is seen that utilizing data from customers who have shown interest in reaching out to you is more above abroad than buying and selling access to third-party customer data.

When a customer calls you, they are literally telling you what they want and how they talk about your product/service. Phone conversations may be your ultimate first-party data source and one untapped source of customer data might be hiding in your call center. And that customer data source is a holy grail to the marketers who work in industries that rely on phone calls to make sales to feasibly classify customer conversations into useful digital data sets.

How marketers can use the first-party call tracking data:

So once you have first-party call tracking data what can you do with it? With the help of call tracking and various analytics software you can bridge the gap between online customer behavior and their offline actions like what purchase they made and etc.., Marketers can use the first-party call data to attribute the tracking call to the entire digital journey of the customer and use this data to automate and optimize certain marketing actions like retargeting and suppression.

To move Marketing a step forward:

While all this process seems to be pretty scary and new right now, it is anyway good to keep in mind that cookies are a 25-year-old late technology. Definitely, it is better to find a way to move on by exploring new technology, innovations and maintaining a balance between profit and privacy choices to avoid forceful customer movement. It is the first step to take advantage of first-party data when people intentionally engage with your brand and accomplish this to further marketing actions.

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