Navigating a Not-So-Cookieless World: What Marketers Need to Know & Do Now

As a marketer, you’ve probably heard the word “cookies” thrown around more than once—especially over the past few years. For many, third-party cookies have been a key part of their digital marketing toolbox, allowing them to track users, deliver personalized ads, and gather useful data to drive better decision-making. But for those of you who’ve been closely following the cookie saga, you’ll know that the landscape has been in a state of flux. 

The biggest player in the game, Google, initially planned to deprecate third-party cookies in Chrome, sending marketers into a frenzy of planning for a cookieless future. Fast forward to July 2023, and Google pulled a bit of a surprise move, announcing it would no longer move forward with its initial plan to scrap cookies—at least not yet.

What does this mean for marketers? Is the cookie still alive and kicking, or is it just a temporary reprieve? In this post, we’ll break down why Google hit the brakes on its plan, why third-party cookies still matter, and what you should do to prepare for a not-so-cookieless future.

The Cookie Crisis: Why Google Pressed Pause

If you’ve been following Google’s announcements, you know that the tech giant has been leading the charge to shift away from third-party cookies. Back in 2020, Google announced its intention to deprecate these cookies in Chrome by 2022, sparking a flurry of activity among marketers to pivot to alternative strategies. But come July 2023, Google essentially hit the reset button, deciding to keep cookies around a little longer.

Why the sudden change of heart? There were two key reasons:

  • Ad revenue decline: Google’s initial experiments with a cookieless future didn’t yield the best results. Advertisers saw a drop in revenue during Google’s cookieless tests, largely because the loss of cookies made it harder to target ads effectively. Less precise targeting led to fewer conversions and, ultimately, lower ad revenue.
  • Shifting control of data: The whole point of deprecating third-party cookies was to give consumers more control over their privacy. However, in reality, removing cookies didn’t stop data collection altogether; it just concentrated more power in the hands of a few tech giants—like Google. Instead of democratizing data control, it risked creating monopolies in digital advertising, with companies like Google having even more influence over who gets to access consumer data.

 

Given these factors, Google’s decision to delay its cookie deprecation plans makes sense. However, it doesn’t mean that third-party cookies are here to stay forever. It’s more of a temporary stay of execution.

The Mixed Blessing of Cookies: Why They’re Still Important (For Now)

Third-party cookies have been a marketing staple for years. They enable companies to track user behavior across different websites, helping marketers deliver targeted ads based on user interests and past activity. Essentially, cookies allow advertisers to create a personalized experience at scale.

However, cookies come with baggage. Consumers are growing more privacy-conscious and increasingly wary of how much data companies are collecting on them. According to recent surveys, 67% of US adults have turned off cookies or tracking on their browsers because they’re concerned about how much data companies collect.

Yet, here’s the irony: while many consumers dislike being tracked, they still want personalized experiences. A whopping 71% of consumers expect personalized interactions from brands, which creates a tricky situation for marketers. How do you deliver the personalization consumers demand without crossing privacy boundaries?

This is where third-party cookies start to falter. They’re a blunt instrument—useful for tracking and retargeting but not exactly the best tool for building long-term, trust-based relationships with your customers. As consumer expectations around privacy evolve, marketers will need to evolve with them.

Beyond Cookies: What Marketers Should Focus On

Although cookies are sticking around a little longer, the writing is on the wall: we’re moving toward a cookieless world, even if it’s not happening overnight. So what should you do in the meantime? Here’s a roadmap for preparing your marketing strategy for a future where third-party cookies play a much smaller role.

Build First-Party Data Strategies

If cookies are a crutch, it’s time to start walking without them. First-party data is the key to staying relevant in a cookieless future. Unlike third-party cookies, which rely on external tracking, first-party data is the information you collect directly from your customers, such as email addresses, phone numbers, and purchase history.

Not only is first-party data more reliable, but it’s also something consumers are more likely to trust. If they’ve given you their information directly, they’re more comfortable with you using it, provided it’s in a transparent and responsible way.

Start by investing in tools and technologies that help you gather and manage first-party data efficiently. Use this data to build customer profiles and understand their needs better, so you can deliver a more personalized experience without relying on cookies.

Explore Cookieless Channels

While third-party cookies are still hanging around, don’t rely solely on them. It’s important to diversify your marketing efforts by expanding into cookieless channels that are gaining traction. Some of the most promising options include:

  • Search: Organic and paid search marketing don’t rely on third-party cookies, making it an essential channel in a cookieless future.
  • Metasearch: Channels like Google Hotel Ads and TripAdvisor Metasearch don’t require cookies and are gaining ground as popular marketing avenues.
  • Email marketing: Since email marketing is based on first-party data (your subscriber list), it’s already cookieless. Focus on building and nurturing your email list to stay engaged with your audience.
  • SMS marketing: Text messaging is another opt-in, cookieless channel that can help you stay connected to your audience.

The Takeaway: Don’t Panic But Don’t Wait Either

So, what does Google’s decision to delay the deprecation of third-party cookies mean for you as a marketer? In short, it’s a temporary reprieve, but it’s not a reason to get comfortable. The shift toward a cookieless world is inevitable, and the brands that will thrive are the ones that start preparing now.

Instead of relying on cookies to drive your marketing strategies, focus on building stronger, more personalized relationships with your customers through first-party data and cookieless channels.

In a world where privacy concerns are growing, trust is the most valuable asset a brand can have. By putting your customers first and building strategies that respect their privacy, you’ll set yourself up for long-term success, even in a cookieless future.

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