Everyone has noticed that in most cases when they go to a certain page on the Internet, they have been asked to “accept cookies”. Someone has never taken it into account while others, who are more concerned about the overall security, or have a little understanding of marketing strategies, know what it is all about.
In order for the companies, brands, and various agencies to understand their clients and determine their target audience, they have widely used cookies. In fact, third-party cookies have been on the market for more than 26 years and have helped many companies with digital marketing.
If for people who are not involved in the world of digital ads and online marketing the absence of cookies will not make a difference, many platforms with digital advertising might be heavily affected.
A little bit about cookies
Let’s start from the basics and make it clear on what exactly cookies are. They are used in HTTP browsers and represent text files which are created of small data bits. Cookies are generally stored on different browsers and collect all of the information of the browser’s user: search history, most visited sites, IP address, and many more. For a user, this helps to receive the experience which has been personalized while a website has a chance to collect more information on its visitors.
There are a few different types of cookies that are normally used: the first- and third-party ones. The first-party ones are aimed to improve the functionality of the website and the overall experience of the users. Such cookies help them when it comes to remembering the language and username preferences and save analytical data. Third-party cookies, in return, are created for the purpose of digital marketing. Once the user clicks on one of the advertisements on the website, those cookies will be then associating all of the user’s traffic with that same website where they first clicked on an ad. In other words, all of those advertisements that people normally see hundreds of times while surfing the Internet and going to different pages, are cookies related to a third-party type.
Everything is changing and with the importance of better privacy, the websites sooner or later will not be collecting cookies at all. Although this will not probably happen this year, it is important to start searching for alternative ways of conducting digital marketing as early as possible. There already exist a few great opportunities to consider and research which might be of great help in a future cookie-less world.
Relying on first-party cookies
The world is planning to get rid of third-party cookies, but the first-party ones will not go anywhere. In fact, they will become even more valuable than they are today along with increasing popularity of call centers, forms to fill and other ways to keep collecting the required data. People will keep using all of the existing social media platforms and different companies and brands can benefit more from their first-party data. They will be able to use and process information of those clients who come to the website and show particular interest in the products of the brand. Such a practice will be more respected and is expected to bring better conversion.
Another advantage of the first-party cookies is that they can be collected from other platforms as well. If there is not enough data from a brand’s personal website, it can reach out to other platforms with their own collected first-party data. Apart from the world-famous websites, there are others, like Pelmorex Corp. The publisher is collecting a lot of its own data through the applications. With the help of Pelmorex Corp, brands can customize the profiles of their target audience depending on their behavior as web users on numerous platforms.
Many users find it irritating when they browse a bookstore website and the ads they come across are related to an absolutely different field, like technology or medicine. It is far more effective if the advertisements correspond to the topic of the browsed site. This is called a contextually relevant type of advertisement. If someone is looking for cheap flights, the advertisement might be related to hotel bookings or places to visit in the preferred destination. This is a great alternative to those ads that are slightly aggressive and do not go with the topic. According to statistics, users are more likely to click on the advertisement if it is related to the searched things and provide the higher conversion.
While there are some marketing techniques that target groups, there also exist the ones that take individuals as their targeted objective. In order to identify a particular user and be able to respond right away, many sites use individual-based marketing. Companies like Facebook make it possible to target individuals as its users can access the website through various devices. With the help of such techniques companies can show particular advertisements to particular users only, customizing the whole browsing process.
Although the third-party cookies still exist and help brands to collect all the user’s data they require, it is just the right time to prepare for upcoming changes. While some say it will become more difficult to work without cookies, others are actively searching for alternatives. The situation will force people to adapt and, believe it or not, they will successfully do it. While third-party data has its own benefits, there exist a lot of methods to implement first-party cookies and start using them on a regular basis in order to get the results as soon as possible.