Marketers have been using the cookies to track the website visitors, improve the user experience, and collect data to target ads to the right audiences. And it is right to say that marketers have wholly relied on these cookies. Additionally, it helps marketers to learn about what the visitors are looking for online, even when they are not present on the marketer’s website.

Cookies are a small file that is stored on a user’s browser. Each of the cookies contains a text file that allows a web server to recognize the user. They help improve user experience by detecting specific details such as login information, preferences, etc.

Whenever you are loading a web page using a mobile or desktop browser, various web-servers send first-party or third-party cookies.

What are third-party cookies?

Third-party cookies are the ones that are created by domains other than the ones the users are currently visiting. Their crucial need is to get a trajectory and advertise online. For instance, if you are on a website with the name a.com and two sites, x.com and y.com, have access to the site or the page of a.com, then x.com & y.com set a third-party cookie.

Third-party cookies are considered as tracker cookies because they allow the advertisements to follow you throughout the web. They enable the vendors to build up a user’s profile based on their internet activities.

All You Need to Know About the End of Third Party Cookies

  • Ad-Retargeting Services: Ad-Retargeting is all about following the web users wherever they go. These are the users who had previously visited your website. They are also showing them the ads for the products & services they viewed once or previously showed interest in. Ad-Retargeting services work around different channels such as emails, social media, etc.

  • Social Media Buttons: The social media plugins help the users to log in, like, and share content on third-party websites. The third-party services will place the cookies on your devices. Through this method, different social media sites that these cookies are being diverted track the sites you visit. Besides, they send you relevant ads when you are going back to those social media sites.

  • Social Media Buttons: The social media plugins help the users to log in, like, and share content on third-party websites. The third-party services will place the cookies on your devices. Through this method, different social media sites that these cookies are being diverted track the sites you visit. Besides, they send you relevant ads when you are going back to those social media sites.

How do Browsers treat Third-Party Cookies?

Parties create third-Party cookies despite the website you are currently viewing, such as ad providers, retargeting ads, tracking services, analytics, etc.

Let us understand by the following example:

The moment you visit the website a.com, it creates a first-part cookie & saves it to your computer. As a.com uses online ads to monetize its content, the ads that are visible on b.com also create a cookie and save it to the computer. Because a.com doesn’t make these cookies.

These third-party trackers track the content viewed on the website and the content on which they click. These trackers create third-party cookies and display the ads to the same user when visiting other websites.

For instance, if the user visits a website and clicks on any product or service, the third-party trackers collect information about that specific user and their activities on the same website.

After that, if the user leaves the same website and surfs another website, the user is shown an ad for the same product or something similar.

Both the websites load a part of code from an ad server. As soon as the user navigates to either website, the code’s part gets loaded from the ad server. So, the ads move from one domain to the other in the user’s browser. That leads the cookies to set in the ads server.

Why is it the end of third party cookies?

Privacy matters a lot. And during this digital era, privacy is at the most significant threat. User privacy is of utmost importance.

Numerous online transactions take place on the browser. So, there is an increase in the risk of misuse of data. The third-party cookies enable the vendors to create a user profile based on their activities throughout the web.

By default, Enhanced Tracking Protection of Firefox, also known as ETP, blocks third-party cookies. And, so does the Intelligent Tracking Prevention of Apple. Soon, Google Chrome will have the consumers get the control to block the cookies.

This change is regarded as one of the most fundamental changes in the online advertising scenario. The marketers are worried about how they will continue with the marketing.

How will digital advertising work without cookies?

The end of cookies is majorly going to impact digital advertising. Here is how the future of the digital world looks –

People-Based Targeting:

People-based advertising was introduced to the world by Facebook. It depends mainly on a singular identifier. It is associated with the user and not the device. It doesn’t believe in third-party cookies to track users or gather any data. Nevertheless, it allows the brands to satisfy customers at places and times when they want to interact with them.

A successful People-Based Marketing strategy boils right down to these three key elements:

  • Identification: Brands have to identify their customers and connect with them. It is done with the help of various devices. The goal is to ensure persistent and cross-device recognition for one view of the customer.

  • Data: Today, brands know everything about their customers. It starts right from the purchase data to email engagement. All of this is collected along with the device information from which the sites were browsed.

  • Automation: Rather than counting on cookie-based data, people-based marketing automation relies on first party-based targeting.

The customers are always confined to the ecosystems designed by Facebook, Amazon and Google. Although you aren’t any of those giants, you still have access to significant sources of your first-party data.

First-party data from phone calls:

Getting your hands on first-party data is going to be more important than ever when there will be no third-party cookies around. Big brands like Facebook, Google, and Amazon have an enormous advantage.

However, they often have access to more data than they think. Not to mention that most of the data is collected from customers who have shown interest in reaching you. It is usually above-board than buying and selling access to third-party consumer data.

One untapped source of first-party customer data could be somewhere right in the data center. Phone conversations could also be your ultimate first-party data source. They are a grail for marketers who think that phone calls are a way to boost sales.

When your customers call you, they explain to you the reason and the need for their call. You need to have an automatic system to categorize the conversations with customers into proper strategic datasets. This system understands its meaning and what to be synthesized.

One such tool is Invoca Signal AI. It is a machine learning-powered predictive analytics technology that helps in analyzing your callers’ conversations. They are then converted into actionable marketing intelligence.

With Signal AI, you can guess numerous aspects. One such is caller type that is, whether it is a call that will get converted or just a tour call. It also helps to set indicators on the trail to conversion. Once you understand the character of a call, you can optimize your media for higher ROI. Indeed it may be incredibly helpful once you nail down the proper keywords to feed to your contextual advertising campaigns.

How can marketers use first-party call tracking data?

Okay, so having first-party call data is excellent. However, with the end of the third party cookies, what can you do with the first-party data?

AI-powered call tracking and analytics software will bridge the gap between offline actions and the online customer. An example can be purchases made online. It will be achieved by unearthing rich data about the decision and attributing the decision to the whole digital journey.

As a result, it will provide the necessary information to program, improve and align marketing actions. This step will be carried out after the decision is made, such as retargeting or suppression.

With a powerful call data strategy, digital marketers can customize the caller experience and improve marketing performance. Also, they can boost their journey throughout and expand audience reach.

How will the end of third-party cookies help to build customer’s trust?

Brands focused on building the trust of their customers consider their data as a strategic asset. If you are the brand, you will have to ensure that the customer’s data is not misused. It should be used at the customer’s advantage only. That is when the customers will be more likely to trust you and be loyal to your brand.

Moving marketing forward

While it seems pretty scary immediately, you do not have to worry. Cookies are 25 years old. Thus, with the advancement of technology, we can find a way to carry online advertising in relevant ways.

That is to say, it will all be about exploring new technologies and innovation. And that will have nothing to do with interfering with anyone’s privacy and security.

You should make use of first-party data. That is the time when the customer is actually in need of your services or products. And, that is the time when your brand will be successful in overcoming the end of third-party products.

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