For years, marketers and website owners used third party cookies on websites to track who visits their website, what the visitors do on the website and to find similar people through digital marketing efforts.
Website (or HTTP) cookies are small blocks of data created by a web server while a user is browsing a website and placed on the user’s computer or other device by the user’s web browser. Cookies are placed on the device used to access a website, and more than one cookie may be placed on a user’s device during a session.
The tracking of users online is quite important to marketers, with various trackers online used to inform marketers of a website visitor’s surfing sessions. The data is collected and used to build profiles of online users to ensure highly targeted and customised advertising.
However, browsers like Safari and Firefox rolled out features to ensure users’ privacy and to block tracking. Chrome followed this trend, and is planning to roll their cookie blocking from the middle of 2024.
So, the question begs, how are businesses and marketers going to be able to identify users to ensure targeted and customised advertising, which results in people seeing advertising relevant to their needs and to keep ROI in line for companies?
In short, marketers and businesses need to have a concrete plan in place to circumvent the potential loss of insight for their businesses. Here are some ideas:
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- Use first-party data – this is data you collect yourself (collecting email addresses on your website from users that show they are interested in what you have to offer)
- Data anonymisation and aggregation – website owners and marketers can store data in a centralised location. The data should then anonymised before being shared with third parties to make sure user privacy is not compromised.
- Invest in market research for your business – not everyone can do this, but it is a very useful tool to understand your audience and run targeted advertising campaigns
- Use AI-Based Bidding – this is very valuable in the case of PPC campaigns and can be done by analysing search data to determine which keywords and trends to use in your PPC campaign.
By using some of these pointers, you can make sure that your website is ready for cookie-less and anonymous data collection, while still being able to run effective digital marketing campaigns.
Let us know how we can help your business get ahead of the pending Chrome changes. Contact us here: info@digitalportfolios.com
Marketing Without Cookies
For years, marketers and website owners used third party cookies on websites to track who visits their website, what the visitors do on the website and to find similar people through digital marketing efforts.
Website (or HTTP) cookies are small blocks of data created by a web server while a user is browsing a website and placed on the user’s computer or other device by the user’s web browser. Cookies are placed on the device used to access a website, and more than one cookie may be placed on a user’s device during a session.
The tracking of users online is quite important to marketers, with various trackers online used to inform marketers of a website visitor’s surfing sessions. The data is collected and used to build profiles of online users to ensure highly targeted and customised advertising.
However, browsers like Safari and Firefox rolled out features to ensure users’ privacy and to block tracking. Chrome followed this trend, and is planning to roll their cookie blocking from the middle of 2024.
So, the question begs, how are businesses and marketers going to be able to identify users to ensure targeted and customised advertising, which results in people seeing advertising relevant to their needs and to keep ROI in line for companies?
In short, marketers and businesses need to have a concrete plan in place to circumvent the potential loss of insight for their businesses. Here are some ideas:
By using some of these pointers, you can make sure that your website is ready for cookie-less and anonymous data collection, while still being able to run effective digital marketing campaigns.
Let us know how we can help your business get ahead of the pending Chrome changes. Contact us here: info@digitalportfolios.com
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