How to survive the cookie apocalypse
Marketers were dependent on the tiny text files, Cookies to track various activities of their audience base. These cookies were instrumental in tracking the shopping carts, website traffic, login, etc. Google announced it will start blocking third-party cookies on its browser similar to Apple and Mozilla. This news proved to be a source of worry for many marketers.
Additionally, Google also said that it will no longer support third-party cookies nor does it plan to replace them with newer individual user tracking. The cyber giant plans to completely remove the third-party cookies by 2022 from the Chrome browser.
Google stated anonymity and privacy protection as the two major reasons behind the decisions. It plans to deliver results for marketers and advertisers while protecting customer’s data.
Google Chrome is not the first organization to take this step, but it’s the most influential party with major holdings in the web browser market.
What can we expect?
It was obvious that this new development would not be received well by ad tech organizations, agencies, marketers, etc. VPs and top executives issued a range of impromptu reactions. However, the real question is, do marketers truly have a reason to fear here?
It is widely acknowledged that Google Chrome’s privacy measures will have a drastic impact on the marketing domain. The third-party cookie system will not be in use by anyone. There will be no monetization of web pages or customization of ads. It will disturb the complete advertising and marketing ecosystem.
While this may seem like a major issue, but there is always a silver lining to every obstacle. Here it refers to the significant shift that will occur in the consumer market. The drastic changes in the future won’t be visible to us; hence the best way to prepare for it is by “adapting to change.”
Leaders acknowledge that markets tend to change at a more rapid pace than marketing. The consistent measure that can be done is to pivot and come forward as a consumer brand. His reinvention will help with the adjustment. In the end, marketers can come up with updated alternatives and move forward during the changes.
The reality behind the cookie disruption
Marketers should be aware of home truths regarding marketing:
1. Many marketers believe that Google will no longer invest in tracking apps. And instead, it will invest in other substitutes. The new Privacy Sandbox by Google is already a step in the new direction where the technology tracks groups of people and not individuals.
2. In case you are thinking that all of the cookie-based marketing campaigns were going to waste, you can relax as not all cookies will be banned. The initial announcement from Google targeted mainly first-party relationships. It means that first-party data that is obtained from the website remains autonomous. Marketers can track their website audience’s data without depending on any external cookies.
3. This unlocks many new doors for innovation in the marketing and advertising world. The cookie disintegration news surprised many marketers. However, we can’t avoid the fact that developing new replacement tools during times of scarcity is equivalent to solving the magic code of marketing. As marketers, we need to develop innovative pop-ups, ads, and other creative methods to gain a foothold. The latest cookie challenge will help us to leverage creative muscles more efficiently in our organization. In simpler terms, it is the correct time to innovate, create, and expand.
4. Marketers are more worried about the phase-out of third-party cookies rather than elimination itself. Google Chrome’s first-party cookies and Privacy Sandbox are their major worries, as these technologies will take a major hit without support from Chrome.
How can marketers be prepared for the cookie disruption
1. It is widely acknowledged that the change will have a wide-ranging impact on the advertising world, and yes, we don’t have answers to all queries currently. Since we have been pre-empted about the change wave, we should be ready to fine-tune certain strategies and adjust, even if it is hard initially. Some common solutions can be:
2. Investing in a first-data tactic and improving the utilization of first-party data
3. Constantly building the audience base and ensuring audience enrichment
4. Practising transparency to improve the relationship between your brand and customers
5. Leveraging the technical department
6. Lastly, the most critical factor of always prioritizing customer experience, avoid clickbait practices to retain their trust.
Winding-up the conversation
The hunt for a customer-friendly environment can be complicated in the future. As CMO, we need to always be in search of positive ROIs and the best way to get that is by ensuring a healthy relationship with the audience.
Reliability and trust can be used to overcome any obstacle for both customers and brands. The result will be an environment that is beneficial for everyone- advertisers, marketers, and customers.