What Is The Best Option For Coding Cookieless ?

Given all of the options above, the best and most appropriate way for brands to understand users and justify their intentions at every step of their decision journey with the appropriate touchpoints is to make full use of their own data. While the removal of third-party cookies from the advertiser toolkit affects how measurements and targeting are performed, this does not mean that the digital marketing landscape will no longer be one of the most effective ways to get your message across to your audience. For marketers, the trick will be to recreate some form of targeting and personalization without using cookie-based advertising strategies. One such method is contextual advertising, which can be a highly effective form of AI-based targeting that does not require cookies.    Show Source Texts

A cookie is a small piece of code that is placed in your browser each time you visit a particular website. A cookie is a piece of code placed in your browser when you visit a website. These cookies then keep track of the websites you visit, your language preferences, the products you view, and more.    Show Source Texts

Essentially, cookies keep track of where you are on the Internet, what content you are viewing, and data about your preferences on the website. Typically, proprietary cookies are used to collect information about users to provide personalized content or obtain detailed information about user behavior on your website. For example, if a user visits your site, proprietary cookies are cookies that your website places to remember user preferences, shopping cart items, and generally keep track of them on your website. Facebook can then use this cookie to track the user on the web to see the content and products viewed by the user.    Show Source Texts

For example, if your website has the Facebook Like plugin installed, Facebook may place cookies on the user’s browser when they visit your site (whether or not they use the Like button). Of course, end users cannot change the sites they visit, but they can change what their browsers do by violating the cookie consent by installing a browser extension. When a browser requests a static file such as a JavaScript file or images and sends cookies along with the request, the cookies will not be used on your server, but will still (uselessly) send additional information from the client to the server. server. Do not check the cookies in your browser, the results may not be the same as those received by the first visitors.    Show Source Texts

This article provides an easy way to use Google Analytics without cookies. In this release, Chrome will no longer send third-party cookies between sites, unless the developer has specifically coded which cookies work/allow on different sites.    Show Source Texts

With 87% of consumers using browsers that will no longer support third-party cookies, marketers must find new ways to understand, engage and convert travelers online, and data is at the heart of these changes. This means that brands and marketers need to focus on both: ensuring that their own data is continuously optimized or another smart user monitoring solution at scale, and leveraging cookie-free advertising trends that are quickly hitting the market. As the advertising industry continues to evolve, we can expect marketers to embrace new cookie-free ways to target audiences. In the future, advertisers will have to rely more on cookie-free tactics for segmentation and targeting so they can continue to provide them with a personalized experience and use data to help make future decisions.    Show Source Texts

This is especially true with this update as marketers are wondering how they would target and segment their audience without cookies. As stated earlier, a cookie-free future means marketers and advertisers will need to rely more on proprietary data and build trust by requesting customer data in an honest and transparent manner. Developers, marketers, and advertisers need to develop a holistic plan to prepare for a cookie-free future.    Show Source Texts

As we respond to these changes together, it is important that industry players commit to work together, listen to the market, collaborate with regulators, adapt and develop new products, and keep customers/users up to date on any changes to as they are developed. Teamwork, evaluating options, and sharing principles is the best course we can take to minimize the impact on your clients.    Show Source Texts

Partnering with an ad tech company, you can create your own customer database and contextual advertising solution for a brand-safe, cookie-free advertising strategy. While Google is starting to test FLOC in the real world, independent ad tech is also working on creating identity solutions that advertisers and publishers can use to identify users in the near future. Several alternative models are already being developed by vendors such as Google (which will be testing FLoC IDs as an alternative to cookies in March 2021) and leading industry software partners (Unified ID 2.0) who are coordinating industry efforts together.    Show Source Texts

Since some of the proposed solutions have not yet been fully implemented in the ad tech world, as the tech giants are constantly working to improve their post-cookie targeting systems, it’s hard to say which one is ultimately the best option. However, the good news for advertisers who have relied heavily on third-party data tracking in the past and would like to continue targeting users in a similar but privacy-aware way is that there will be ways to provide such an offer.    Show Source Texts

In a previous post we covered The Privacy Sandbox, Google offered an alternative to third-party cookies that uses browser anonymization and machine learning to create interest-based groups of users (FLOCs) that advertisers can target. It’s easy to find ad technology providers that allow fingerprint targeting and generally perform well compared to cookie-based targeting.    Show Source Texts

However, in a world without cookies, we will become more dependent on the data we request and receive from users (own data) that is more reliable and accurate. Many platforms are now hard at work developing addressing solutions so that when third-party cookies disappear, advertisers will not be left without a lifeboat. Companies like Apple, Google, and Facebook naturally followed suit and then responded in their own ways, allowing advertisers to target user-centric ads that don’t rely on third-party cookies.    Show Source Texts

The best part is that privacy-focused targeting options like PPC ads are less intrusive and combine relevancy with scale, allowing you to reach a wider audience using a specific keyword. While you can use third-party data to serve ads to people with relevant user profiles, contextual advertising offers a great way to advertise on relevant websites that rank for specific keywords. One way to do this is to use contextual targeting, which gives advertisers the ability to see and respond to information generated by consuming live content in real time.    Show Source Texts

This dynamic data can be used for targeting and scaling campaigns as effectively as cookie-based targeting. In this way, they can collect data directly from consumers, improve campaign targeting, and not only survive in a world without cookies, but improve it. These are where giants such as Amazon, Facebook, and Google share aggregated customer data with advertisers (often through neutral third parties), allowing them to combine their own data with aggregated customer data to gain a complete picture of their ad targeting, in anticipation of Come over, allow them to see where users can be more or less served, and gather that information for future planning. 

What Is The Best Option For Coding Cookieless ?

You May Also Like