Cracking the Code: 3 Vital Insights for Marketers in Navigating Cookie Deprecation
Prioritize zero- and first-party data and stay consumer-centric to tackle cookie deprecation effectively, advises Tim Braz, Chief Revenue Officer at PCH Media Take action now by testing targeting options for better results
Guest writer Tim Braz, chief revenue officer of Publishers Clearing House (PCH) Media shares his own opinions about Google's commitment to phase out third-party cookies by 2024, marking a significant change in the digital marketing landscape. With Google beginning to eliminate cookies for 1% of randomly selected Chrome users globally, marketers will soon face uncharted territory and immediate challenges related to scale and return-on-investment (ROI) issues, which have the potential to significantly impact their businesses if not properly managed.
Don’t wait: Test targeting options now
Rethinking Targeting Strategies and Attribution Methodologies: The Key to Thriving in a Cookieless Era. Marketers who adapt and take strategic actions now will enable continued growth and emerge even stronger in a future defined by evolving privacy standards.
Forward-thinking companies have been proactively implementing their own targeting and measurement strategies and solutions in preparation for the anticipated cookie deprecation. This includes adopting solutions such as The Trade Desk’s Unified ID Solution 2.0 and Google’s Privacy Sandbox. By testing multiple targeting options before cookies are phased out, marketers can ensure scale and security to maintain, or even increase, return on ad spend (ROAS) in the future. Additionally, marketers can explore partnerships with companies that have zero- and first-party permissioned data on real users, or with DSPs that serve as the link between publishers and brands seeking to reach targeted audiences.
Prioritize zero- and first-party data
No matter which method you choose, it is crucial to begin preparation now. Countless companies within the marketing ecosystem have procrastinated until the last minute to commence testing. It is now imperative to get up to speed and execute enduring strategies that will establish the foundation for a prosperous future, or else face the possibility of lagging behind.
In the absence of third-party cookies for targeting core audiences, marketers must prioritize zero- and first-party data to achieve targeting and ROAS goals, ultimately safeguarding brand loyalty by staying engaged with known and potential customers. Collaborating with data providers that follow transparent collection practices and provide zero-party data from registered users - information voluntarily shared by consumers with businesses - builds trust and protects brand reputation.
Additionally, marketers should consider creating their own database of zero- and first-party data to fill the gap left by third-party cookies in their campaign strategies. Partnering with publishers offering lead generation campaigns with opt-in consumers can assist marketers in gathering their own customized data sets.
These strategies give marketers the ability to accurately target and connect with real and relevant audiences despite the industry’s changes.
Focus on the consumer
Marketers must always keep consumers in mind and prioritizing their needs is especially vital when implementing a new, cookieless strategy. Failing to consider the preferences of their consumer base puts businesses at risk of losing customers, especially when it comes to data transparency. According to a recent report from Publishers Clearing House (PCH) Consumer Insights, 58% of Americans aged 25 and older are willing to stop engaging with companies with a bad reputation regarding data.
Whether consumers are willingly providing information or opting out of tracking through Apple's App Tracking Transparency, the power is now in the hands of consumers and will continue to grow. Brand marketers must prioritize transparent data collection policies to build trust and loyalty, helping customers understand how they can take control of their data.
Amid the uncertainties of the cookieless future, it is certain that cookie deprecation is imminent. Marketers should act promptly by testing multiple solutions, gathering their own zero- and first-party data, selecting dependable partners for data and identity solutions, and emphasizing data transparency. Zero- and first-party data will drive efficient targeting and measurement in the future, and brands that act now will position themselves for success in 2024 and beyond.
