The end of Third Party Cookies already raises practical difficulties regarding both the measurement and attribution of online marketing actions and the effectiveness of digital advertising . How can brands cope with this new reality without putting a strain on their usa and i phone number plans ? In our article we give some keys to minimize the impact of this paradigm shift in paid advertising campaigns .The effects of a cookieless world on digital advertisingThe large advertising platforms are not immune to the demand for greater privacy by users and that is why today in digital marketing is plagued with new adjustments that, inevitably, have consequences on the management and results of advertising campaigns.
For example, in the area of paid search, in recent weeks we have witnessed significant changes in Google Ads, such as the unification of the modified phrase and broad match or the simplification of smart bidding strategies . On the part of Facebook , the new limitations in data tracking with the arrival of iOS 14 have impacted on the configuration of audiences and on the measurement , so that advertisers are seeing access to campaign information diminished.
These are examples of how the transition from a world of certainties to one of approximations is reflected in the sector . Therefore, it is logical that advertisers look for solutions that can be applied so that the performance of their campaigns does not suffer.
The personalization of digital advertising will be limited with the purpose of Third Party Cookies
Facing the horizon without third-party cookies on paid media
With the loss of third-party cookies, brands will have access to more restricted user data. Let’s see in detail how to address the most affected areas in digital advertising:
How to segment audiences effectively?
According to Ascend2’s The State of Programmatic Advertising report, 73% of those gulf email list surveyed confirm that audience segmentation is the most effective tactic in programmatic advertising , although it is a trend that cuts across all types of digital marketing campaigns. So far, audience data from third-party cookies has been at the center of the advertising strategy and has crucially shaped the success of campaigns. Now that audience data will be limited, advertisers will have to focus on building their own source of first-hand data . Collecting First Party Data (emails, purchase history, behavior on the page …) will be crucial in order to establish a stronger bond with the audience and thus be able to reach them with messages adapted to the margin of the information previously provided by Third Party Cookies. . To achieve this, brands must work to improve the online experience on their sites and promote an exchange of value (with exclusive content, loyalty programs …) so that customers are open to offering their data. How to personalize advertising without access to Third Party Cookies?
In the future, the ID system that is currently being used to launch ultra-personalized campaigns will disappear . The alternative initially proposed by Google, Google FloC , focused on grouping users into groups or cohorts that shared characteristics. However, this solution soon aroused suspicions in the industry, especially after its application in Europe was delayed due to the complexity in ensuring that all its aspects comply with the GDPR.
How then to deal with personalization in digital advertising? More subtle techniques will have to be applied , such as, for example, adapting the copy of the ads depending on the stage in which the user is in the Buyer’s Journey . In paid search, this moment is very marked by the type of keywords that are used in searches and the place and time they are carried out . On the other hand, taking ad placements into account using contextual targeting in programmatic is another tactic that can partially alleviate the lack of third-party cookies. The digital advertising sector is experiencing very important changes with the end of third-party cookies. How to measure and attribute the results of successful digital advertising?
The cookie management regulations approved six months ago eliminated the possibility of including cookie walls and of implicitly collecting data on websites. In general, this has created holes in the measurement of data in Analytics and has posed a complex scenario in the analytics and attribution of online actions . To minimize the loss of insights in this scenario, it is more important than ever to have an effective data management strategy in place . Many brands have started to implement it by investing in platforms such as CDP (Consumer Data Platforms) that help to manage, clean and reorder user data and exploit it in combination with the different advertising platforms.The digital advertising landscape evolves rapidly
Brands, platforms and agencies are facing the new cookieless reality , at the same time as emerging channels such as Connected TV or digital audio are emerging . These new digital media have first-hand data and are entering the online advertising landscape.In any event, advertisers should strive to combine data from each source to improve the reliability of online advertising and attribution models . Only then can the end of Third Party Cookies be successfully met. If you want us to accompany you in this new stage of digital marketing, you just have to contact us here .