How Programmatic Looks Without Third-Party Cookies (Part II)
Dec 01 2023
Third-party cookies are going away as part of Google’s attempt to create new internet privacy standards that put the control over user data back into the hands of the very users who produce it. In the first part of this two-part series, we talked about how the ban on third-party cookies will significantly impact those working with programmatic advertising, then looked at the DSPs you may want to use as you brave those changes.
As the deadline for the third-party cookie phase-out looms closer, it’s more important than ever to collect first-party data from consumers, and you’ll likely need to invest in a new data collection and tracking strategy to do so. Getting started now could help you be prepared for the start of the third-party cookie phase-out in 2024.
Stepping Away From Third-Party Cookies (and Staying Successful)
Today, programmatic advertising relies on using third-party cookies to help track users across multiple websites and to display more relevant ads when users go from one website to another. While using third-party cookies was fairly standard in the past, user privacy risks have always loomed around this strategy. As Google phases third-party cookies out in 2024 to provide better user data privacy, you’ll need to adjust your advertising strategies.
There are several strategies to try. Consider starting off with one of the following options as a test run, or try to implement one or two you don’t currently use and see how they impact your current campaigns.
Collaborative advertising is when you pair up with partner brands or companies to reach out to similar audiences. Some of the benefits of this strategy include:
-Expanding brand awareness
-Gaining new leads
Another benefit of collaborative advertising? It’s fast. With collaborative advertising, you and the other brand both get exposure to new audiences right away, helping you both get a leg up on other competitors.
One of the most recommended strategies is to work with first-party data — such as CRM data, email lists, addresses, and phone numbers — to track and target audiences. To do that, you may need to change how you approach your customers.
For example, you might consider how to incorporate intake forms on your website, or what you can offer in exchange for email addresses — an email newsletter, access to exclusive content, or some other valuable offer. While the initial time investment might be high, you’ll appreciate having data that you own, and you’ll no longer need third-party cookies.
Another option to try is contextual advertising, which uses the website’s content to serve relevant ads. For example, if a customer is on a pet store’s website, then they might see ads about dogs, cats, or services for them. Essentially, your advertising would focus on the contexts in which your audiences would be present—and you can place your ads where the most likely buyers will be looking for services or products like yours.
What to Rely on as Third Parties Go Away
While the deprecation of third-party cookies has been delayed to give Google more time to test the Privacy Sandbox technologies, that doesn’t mean marketers can afford to wait to look for new options for gathering, managing, and using customer data. Consider replacing third-party cookies with options such as:
-Zero-party data, data that customers share with you proactively
-New engagement strategies, like collaborative marketing efforts
-First-party cookies you gather yourself
-A solid consent management platform that helps collect and manage user data
Google has delayed third-party cookie deprecation several times already, but it’s moving forward with deprecation in 2024. In the time that remains, it’s important to start taking steps toward collecting first-party data and changing over to strategies that help your brand stay ahead of the curve. By planning now and starting to work on engaging your audiences in new ways before cookies go away, you’ll be in a much better position as 2024 approaches.
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