As digital marketers, we’re in new territory. Over the last few years (and especially the last 12 months), we’ve had to adapt our strategies in response to the decline of third-party cookies—mostly brought on by privacy concerns and browser changes.
First, let’s talk a little bit about why consumers have privacy concerns and why cookies are at the center of this debate. Then, let’s get into a few ways digital marketers can advertise without relying too heavily—or at all—on cookies.
What’s the deal with cookies and privacy?
These days, people want greater transparency, control, and security when it comes to their personal data. More than ever, they’re worried about being exploited or manipulated by businesses or organizations that don’t respect their privacy rights. Here are a few of their top concerns:
- Tracking and profiling: Cookies track users’ online behavior across websites, creating detailed profiles of their interests, habits, and preferences. Many people are uncomfortable with the idea of having their personal data used to target them.
- Privacy invasion: There’s a growing consensus that the collection of browsing data without consent is an invasion of privacy.
- Security risks: While most cookies are harmless and legitimate, there’s a risk malicious bots or parties could exploit them for nefarious purposes, such as stealing sensitive information or scams.
- Lack of transparency: Many consumers feel they lack clarity and control over how their data is being collected, used, and shared. They’re unaware of the extent to which cookies are being used to track them and the implications for their privacy.
- Overwhelming ads: The seemingly inescapable presence of targeted advertising fueled by cookie tracking can lead to a barrage of ads that feel intrusive and overwhelming.
- Data breaches: Consumers are increasingly aware of the risks of data breaches and the potential for their personal information to be compromised. The more data collected, the greater the chance of it falling into the wrong hands.
- Legal and regulatory concerns: With the introduction of privacy regulations such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States, people are more aware of their rights.
How do we get around relying on cookies?
Lucky for us digital marketers, developing messaging and campaigns that make lasting, meaningful connections with audiences—and drive conversions—is still very possible. Here are some things to consider that won’t leave you relying on cookies:
- Collecting first-party data: Consider collecting and leveraging your own first-party data directly from customers. This can include data from website registrations, newsletter sign-ups, loyalty programs, CRM systems, and more. This helps create personalized experiences.
- Using contextual targeting: Instead of targeting users based on browsing history or behavior, use contextual targeting, which involves placing ads in contexts relevant to the content they’re consuming. This requires analyzing content of web pages or apps to determine the best ad placements.
- Identifying user devices: Marketers can still use device identifiers such as IDFA (Identifier for Advertisers) on iOS devices and GAID (Google Advertising ID) on Android devices for targeting and attribution. While these identifiers are subject to user opt-out controls, they can still provide valuable targeting capabilities.
- Analyzing contextual and behavioral signals: This can include analyzing on-site behavior, search queries, app usage patterns, and other contextual signals to infer intent (and help you deliver relevant ads).
- Partnering with data providers: Oftentimes, you can collaborate with other companies or data providers to access insightful information in a privacy-compliant way.
- Investing in privacy-compliant tech: With increasing emphasis on privacy regulations such as GDPR and CCPA, you might consider investing in technology that prioritizes privacy but also helps with effective advertising. This includes solutions that help with data anonymization, encryption, differential privacy, and consent management.
So which solution is best? Ultimately, that depends on your marketing goals, audiences, and overall business objectives. But maybe the most important consideration is that rolling out these new strategies takes time to do right, so be sure to plan accordingly. And do your own research about other solutions to help you flourish without cookies—there are plenty of great options out there that can give your next digital campaign an edge.