By now, it’s known there will be a significant disruption in the marketing world when Google removes third-party tracking cookies. Despite another delay to the end of third-party cookies by Google — removal was announced to happen by 2023 but has recently been updated to late 2024 — marketers still need to prepare!
The extra time should be used wisely. Given that 55% of surveyed business leaders admit they're not prepared for cookieless marketing, there's no better time than now to get started (if you haven't already). After all, Google won't delay the inevitable forever, and marketers that prepare now will experience far fewer obstacles and issues than their counterparts when it comes time to pull the plug.
Instead of waiting and worrying about losing consumer information when third-party cookies are blocked from browsers, here are strategies (and facts to keep in mind) to ensure your marketing productions do not deteriorate.
This may sound daunting since most consumers are demanding more privacy (hence, the reason behind Google's removal), but there has been an increase in people willing to trade their data for:
Essentially, customers don't mind freely providing this data to you —84% just want more control over the information and how it's used, and another 83% are more willing if brands are transparent about how the data will be used.
You can collect first-party data via:
There's also first-party publisher data, which involves using information collected by publishers about their sites' visitors. You can create look-alike audiences and utilize programmatic reach using subscriber data.
Some ways to conduct your research include:
According to a McKinsey study, 71% of its respondents said they expect personalized interactions from brands, and 76% say they get frustrated when companies don't deliver. Another study added that 90% are more likely to make 15 or more transactions annually with a brand that offers it.
Fortunately, you can easily personalize the following when you use first-party data:
For instance, if you want to promote baby products, a parenting blog may be the best way to contextually advertise. On the other hand, a cooking webpage may be the best for cooking utensils or catering services, while a webpage on traveling would be optimal for a destination vacation.
The most significant benefit of contextual advertising is it can be more accurate because you're targeting someone based on what content they're interested in. This will reduce wasted ad spending and boost your reach among the right audience, despite the challenge of resonating with consumers now that third-party cookies are on their way out.
When it comes down to it, marketers can adjust and continue to see business growth without third-party cookies. When you're adequately prepared for the upcoming changes, cookieless advertising is not a cause for worry. McClatchy can help you prepare for cookieless marketing with the right strategies for your brand, ensuring your company doesn't crumble when the cookie does.