Path to Cookieless Digital Marketing Guidance
Over the next few years, a sea change is going to take place in the digital marketing field. In January, Google announced that it would be deleting third-party cookies from its Chrome browser. This announcement will have a great impact on the following:
- Attribution modeling
- Personalization initiatives
- Conversion analytics
Once Google’s cookieless tracking restrictions are introduced, marketers have to be ready for the change. The following is a list of proactive steps that marketers have to take in such a situation:
Media Mix Modeling:
Media mix modeling has the ability to help advertisers to optimize their digital media buying. To successfully leverage media mix modeling, there is the necessity to develop confidence in the metrics given by Google and other such platforms. If the metrics are accurate, brands will be able to work along with their adtech partners on creating efficient optimization strategies.
Your Own Customer Data Platform (CDP):
In the next one or two years, companies can centralize all of their consumer data. For this, they can make use of a single go-to internal repository. Legacy and any third-party data can also be included.
The Customer Data Platform (CDP) has to include emails, phone numbers, geographic locations, IP addresses, etc. to form a distinctive identification.
When you have your own tools in place for spotting and identifying your customers, it will be a huge helping hand in getting rid of the uncertainty that will accompany the removal of third-party tracking cookies.
It is highly probable that new tools for identifying and tracking users will come to the market before or after Google’s purging of the third-party cookies. Many of these new tools will be from independent demand-side platforms. These platforms have more of a publisher-kind-of role in advertising. Such “not quite cookies” have to permit some post-view tracking, especially when they go along with internal identifiers.
Marketers who do not have access to the resources for creating internal cookie alternatives can still support the enhancement of these new solutions.
Improved Relationship with Facebook, Google, Amazon, and Apple:
Brands will be depending more on the data given by these dominant publishers. To get the most out of these data, the brands need to find methods to consolidate some of the digital spending. This will make sure that Google and the other main platforms will be sharing additional insights.
When brands spend a lot more on such platforms, it will result in additional client products or services and training. This scenario will help with the accessing of data clean rooms. And here, brands will get a better and clearer picture of the ways in which their data perform.
Educating your Organization/Corporation:
All parts of an organization will not have an idea of the consequences they will face because of Google’s January announcement. The changes will take place right from ad spends up to new business initiatives.
The marketing departments need to join hands with adtech partners in educating the stakeholders. They need to know that the cookieless tracking change is just around the corner. They have to be enlightened on how digital marketing activities will be analyzed from now onwards.