Net zero cookie world

So, here’s the deal: big changes are happening in how cookies work online, and it’s affecting how businesses do their marketing. Basically, those little cookies that track your online activity for ads and stuff are being phased out. This is because people are more concerned about their privacy these days, and laws are getting stricter about how companies can use your data.

What does this mean for marketers?

Well, it’s a big shake-up. But it’s also a chance to get creative and find new ways to reach customers without invading their privacy. Instead of relying on those old-school third-party cookies, marketers are learning to use first-party data better and trying out new tools that respect people’s privacy.

So, what should marketers do next?

Here are some tips:
– Get on board with new tech early to stay ahead of the game.
– Focus on collecting your own data in a way that respects privacy.
– Experiment with AI and machine learning to make your marketing smarter.
– Partner up with companies that are leading the way in privacy-friendly marketing solutions.
– And most importantly, keep your team flexible and ready to adapt to whatever changes come their way.

The bottom line is, marketers need to keep up with the times. By embracing new strategies and tools, they can not only follow the rules but also find new ways to reach customers in a cookie-less world.

There are some interesting new platforms popping up:

RAD.AI:  proposing an interesting solution affecting influencer marketing and PR

Optimine: Agile Marketing Measurement and Optimization

And for some the future is unsure. Take fore instance Data Management Platforms used for audience building and targetting In this new setting, DMP as such will need to be rethought.

Now, let’s break down what’s happening with cookies

3 types of cookies:
– First-party cookies: These are the good guys, set by the websites you visit directly. They’re still cool for things like remembering your login info and tracking how you use a site.
– Second-party cookies: This is basically when companies share data with each other, but it’s all out in the open and everyone’s cool with it.
– Third-party cookies: These are the ones causing all the drama. They track you across different websites for targeted ads and stuff, but people aren’t into that anymore.

As for the timeline, Google Chrome, the big player in web browsing, is planning to ditch third-party cookies by the end of 2024. This gives marketers some time to adjust their strategies and figure out new ways to reach customers. Safari and Edge have already moved to a zero cookie environment

Is this cookie crackdown affecting  marketing channels?

Yes it is and on a wide variety of channels the impact is clear.
– Paid search & programmatic media: It’s time to find alternatives to third-party cookies and focus more on collecting your own data.
– SEO & content marketing: SEO is still chill, but now it’s even more important to create high-quality content that people actually want to see.
– Website optimization: Make sure you’re being transparent about how you collect data, and find new ways to personalize the user experience without relying on cookies.

When it comes to getting people’s consent and following the rules, it’s all about being upfront and giving people control over their own data. And as for the tech side of things, there are plenty of new tools and strategies out there to help marketers adapt to the cookie-less future.

Conclusion

So, in conclusion, it’s time for marketers to get creative and embrace the changes happening in the digital world. By focusing on privacy, collecting their own data, and staying ahead of the curve, they can turn this cookie crisis into an opportunity for growth and innovation.