The digital ecosystem is changing. With the removal of third-party cookies by Google and other browsers, brands must rethink their approach to audience segmentation and campaign measurement. But what does this change really mean, and how can we adapt?

Third-party Cookies vs First-party Cookies

Cookies are small text files stored in users’ browsers that allow websites to remember information about their activity and preferences. There are different types of cookies, but the main ones in digital marketing are:

  • Third-party cookies: These cookies are created and managed by other domains than the website the user is visiting. They are used to tracking users’ activity across different sites, enabling personalised advertising and remarketing strategies.
  • First-party cookies: Currently, third-party cookies are widely used for audience segmentation, retargeting and advanced advertising performance measurement. However, the growing concern over privacy has jeopardised their continued use.

Why Are Third-Party Cookies Disappearing?

Third-party cookies have been the foundation of digital marketing for years, but the growing concern over user privacy has led to their removal. Regulations, such as the GDPR in Europe and the CCPA in the USA, have reinforced the need to provide greater transparency and control over data.

Alternatives for Cookie-Free Segmentation

With the disappearance of third-party cookies, digital marketing is being reshaped. There are various strategies that allow for audience segmentation and ad personalisation without relying on invasive tracking.

  • First-party data: Collecting information directly from customers through forms, subscriptions and surveys. This strategy allows companies to obtain reliable and relevant data, improving the personalisation of their campaigns without depending on third parties. Furthermore, by managing this data transparently and with the user’s consent, trust and relationships with the audience are strengthened.
  • Contextual Advertising: Targeting users who may be interested in a product or service because they have shown interest in pages with similar topics. Due to its high relevance to the target audience, this type of advertising is less intrusive than other forms of online ads.
  • Google Topics API: The Topics API is a tool within Google Chrome’s Privacy Sandbox initiative that enables web browsers to communicate a user’s interests to publishers and advertisers, while ensuring the protection of their privacy and browsing history.
  • Email Marketing and Direct Personalisation: Take advantage of proprietary databases for loyalty and remarketing strategies without relying on cookies. Through email, brands can segment customers based on their behaviour, preferences and stage in the purchasing process. This facilitates the delivery of highly personalised and relevant messages, increasing conversion rates and strengthening customer loyalty.

Methods to Measure Campaigns Without Cookies

Measuring the effectiveness of a campaign without third-party cookies requires a shift in approach. There are new methods that allow the evaluation of performance without invading the user’s privacy.

  • Alternative Identifiers such as  Unified ID 2.0, which enables audience segmentation without compromising privacy by using anonymous identifiers, like encrypted emails. It provides an alternative to third-party cookies, ensuring ethical data collection.
  • CRM Integration: Use your company’s internal data for more detailed and personalised analysis. Integration with automation platforms allows the creation of more specific campaigns, improving segmentation and the effectiveness of communication.
  • First-Party Tracking: Implement proprietary solutions to measure interactions and conversions within a controlled environment. By collecting data directly from users, accuracy is improved, and compliance with privacy regulations is ensured.
  • Cookie-Free A/B Testing: Evaluate the performance of different strategies without intrusive tracking by using direct metrics from the website. A/B tests allow for the optimisation of campaigns based on general behaviours, while respecting user privacy.

Digital marketing is evolving towards a more privacy-focused environment. Brands must adapt to new methodologies for segmentation and measurement in order to continue offering personalised experiences without invading users’ privacy.

Is your company ready for a world without third-party cookies? Discover how we can help you to optimise your strategy in this new landscape.