How can you engage your (potential) customers online in a world without cookies?
Cookies are small lines of code that web servers transmit to a browser when someone visits a website. They are used to efficiently track data about the user, such as browsing behavior. Third-party cookies are cookies created by domains that are not the website (or domain) the user is visiting. They have served as the backbone of programmatic advertising for well over a decade, but today they raise many privacy concerns. These concerns have evolved into administrative measures such as GDPR (i.e. pop-up windows with the option for users to opt-out of cookies) and the California Consumer Privacy Act (CCPA), which allows users to see what data a company has on them and gives users the right to refuse the sale of their data or even have it deleted completely. Now that Google, in addition to Firefox and Safari, has announced that they will no longer support these cookies by the end of 2023, it is certain that they will disappear. In other words, the inevitable deadline is approaching fast.
High time, therefore, to develop a new approach to continue to reach (potential) customers without retargeting via third-party cookies. First-party data will, however, still play an important role. This is data about customers that companies collect themselves, such as behavior or actions on their own website or the information in a CRM tool. The revenues of organizations that make intelligent use of this data in the form of target group segmentation, hyper-personalization, cross-channel journeys or cross-lifecycle management, are one and a half times higher. So don't wait to get started. Discover our seven hacks to build a cookieless strategy. A good Digital Experience Platform (DXP) is crucial in this respect.