Thinking beyond the third-party cookie.
By early 2022, all major web browsers will have phased out third-party tracking cookies to respect the growing call for customer data privacy. For most marketers, this paradigm shift presents enormous challenges as they reimagine their strategies for customer acquisition.
Yet third-party cookies are inherently problematic, from limited targeting capabilities to inaccurate attribution. Their loss presents an opportunity to provide a smaller group of high-value customers with higher-caliber and increasingly personalised experiences – in other words, to replace indiscriminate targeting with real value at every step of the customer journey. Through first- and second-party data pools, strategic data partnerships, contextual advertising and real-time technology, you can develop stronger relationships with both new and existing customers to drive business growth.
In this guide, we’ll take a comprehensive look at why third-party cookies don’t deliver the customer relationships you want, how their disappearance will affect marketing and practical steps you can take to transition successfully to a personalised, effective, cookieless future.
