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5 Ways to Prepare for a Cookieless Future

While Apple and Google’s elimination of third-party cookies has given marketers, ad tech firms, and developers angst, it’s been evident for years that cookies and cross-site tracking have become an issue.

Now that you’re well-versed on how to navigate a cookieless future, let’s focus on what steps you can take to prepare for upcoming changes.

Don’t panic. Marketers, advertisers, and developers are already looking for solutions to determine what happens next. And, with Firefox and Safari having restricted third-party cookies years ago, it can be assumed it wasn’t the most robust advertising tool.

Right now, you can start thinking about how your business will advertise and market in a cookieless digital environment. Here are five strategies you can begin implementing immediately.

1. Stay Up-to-Date on Third-Party Cookie News and Data Privacy Moves

Google is still developing and testing FLoC and other solutions in its Privacy Sandbox. Apple only recently launched its change to third-party cookie access in apps. It’s safe to say both policies will continue to evolve to meet both consumer and marketer needs. Make sure to stay up-to-date on the latest third-party cookies news and data privacy rules affecting your business.

2. Leverage First-Party Cookies

You may not be able to track third-party cookies, but you still have access to your own website’s first-party data. Applying advanced analytics to your first-party data can reveal relevant purchase intent and help you develop an optimized customer journey. With AI-powered customer journey analysis, marketers can more heavily leverage first-party cookies and deliver an individualized customer experience.

3. Provide a Frictionless Journey for Customers

Marketers can begin focusing on providing consumers with the most relevant and frictionless journey using the information they are willing to share freely. Start with transparent consent mechanisms, identify and collect the right data, and leverage that data more efficiently. When web users directly provide their information, we remove the guesswork and create more personalized user experiences and content.

4. Revitalize Contextual Advertising

While third-party data allows you to place ads directly in front of people who match specific user profiles, contextual advertising lets you place PPC ads on specific websites that rank for similar keywords as your ads. PPC ad placements are less intrusive and allow you to reach a broader audience around a particular keyword. It’s a clever alternative to hyper-targeted pop-ups.

5. Get Back to Basics

Mitigate the effect of future governance or monopoly-related policies on your marketing efforts by getting back to the basics. Brainstorm some basic strategies you can use to reach your audience instead of cookies, hyper-targeted ads, or mass amounts of data. While you may continue to use tracking software, you’ll be less reliant on one technology.

If your advertising strategies rely on third-party data, don’t panic. We can help you prepare for a cookieless future. At New Path, we focus on building a strategy model that learns, adapts, and creates equity long-term so you are ready for every bend in the path forward. Contact us today or view Our Services to learn more about our offerings including, First-Party Data & Audience Management.

Summary

Don’t panic. Marketers, advertisers, and developers are already looking for solutions to determine what happens next. And, with Firefox and Safari having restricted third-party cookies years ago, it can be assumed it wasn’t the most robust advertising tool.

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