Credit: Perfect Chocolate Chip Cookies

Online privacy isn’t a joke, and individuals are becoming more aware of this. The usage of stringent consumer-protection privacy laws and the feature to disable tracking sends a visible message: we are headed towards an online world without cookies. This has, undoubtedly, huge implications for publishers. Marketing agencies are getting more aware as they work tirelessly to create a strategy that’s future-proof and concentrated on consent-based ads, but how can you prepare for the 3rd party cookies’ demise.

Let us begin with the fundamentals – what are cookies?

These are the code snippet in a web page that gets stored in the browser of users anytime they visit an online website. It is necessary to know that there are 2 types of cookies: 1st party cookies and 3rd party cookies.

With the 1st party cookies, site owners can store basic user info such as usernames, emails, passwords, including language settings. These cookies cannot be used in tracking the activity of users on other websites, and their primary focus is to streamline the browsing experience. 1st party cookies are the ones that allow you to add several items to your shopping cart, or you’d have to sign in each time you visit a website.

The same code is present in third-party cookies but these are generated by 3rd party sites. The purpose of these cookies is to track user behavior across several websites and allow establishing user profiles that are used to remarket and generate a lookalike audience.

What’s the meaning of 3rd party cookies’ demise?

The GDPR (General Data Protection Regulation) introduction in Europe and the CCPA (California Consumer Privacy Act) in the United States has prominently restricted the use of the data of users. This has resulted in a total revamp of the whole digital targeting footprint, and that’s causing website browsing companies to phase out 3rd party cookies. This change has come true in Firefox and Apple Safari, but this change is set to happen in 2023 for Google Chrome.

If you’d like to strengthen your 1st party data capture strategy, below are some actions you should take:

Assess your present approach

1st party data is an extremely important asset for anyone that wants to fully understand consumer data. The difficulty of implementing and making use of it will only be more pressing because of the increase in 3rd-party regulations. Nevertheless, before we move straight into improving data collection, ensure you evaluate your organizational capabilities and structure. Marketers should understand the data collection processes that are most effective and benchmark them against the best practices in the industry.

Generate more touchpoints to assist in building the bigger picture

You need a compelling value proposition if you want to persuade customers to share their info with you.

Loyalty programs offering discounts and rewards in exchange for the data of users are a common choice among adventurers. Nevertheless, we’ve got other ways of incentivizing data capture apart from loyalty programs.

Mostly ignored, a chance to get data can happen after a user just made a purchase. Requesting feedback, providing exchanges and returns is a chance to use the data gotten to re-engage customers while improving the product. This allows a 2-fold strategy that secures a better LTV (lifetime value) of consumers.

You ultimately need to get more sophisticated with how you use the data you get from additional touchpoints. It would be best if you use the data to increase engagement and smooth friction points within the experience after purchase to get valuable feedback from customers.

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