How to get ready for the post-cookie world with a Customer Data Platform
Data privacy is a fundamental aspect of online marketing that today’s companies need to get right. How do you keep up with changing regulations while staying ahead in business, especially with third-party cookies set to be phased out in 2023? This article explores how you can future-proof your business against the phase-out of third-party cookies without losing out on sales.
Questions and concerns about online privacy are everywhere. Consumers are growing more aware of their rights, while legal regulations and policies change yearly. Recent shifts include adopting the General Data Protection Regulation (GDPR) laws across the European Union (EU) in 2018 and new privacy measures from companies like Google, Apple, and social media giants. One significant change to come is the phase-out of third-party cookies. Until now, these were essential tools for marketers and advertisers. Let’s take a closer look at how you can handle this change.
What are cookies?
In simple terms, cookies are small text files full of data stored on a user’s computer which record the user’s activities online. Websites can collect and read these files through the user’s browser, thereby tracking a range of valuable information about the user and their online session. The tracked data can include:
Time spent browsing
By gathering this data, companies can provide more relevant content, personalizing their experience.
Types of cookies
What are the different types of cookies, and how do they differ? Here is a basic rundown:
These cookies are set by the specific domain the user visits. The domain owner can understand visitor behavior and collect analytics, like page views and session time.
Unlike first-party cookies, these cookies are not set by the website the user visits but by a third party. This can be an advertiser or marketer, for instance. These cookies are often used for personalized ad targeting.
Session cookies are only active while a user is on the site. They expire almost immediately after the visitor leaves the site.
Simply put, persistent cookies have a more extended use period than session cookies. They can track users across multiple sessions on the same sites.
Find out more in our article about cookies and Customer Data Platforms (CDPs)
Third-party cookies and privacy
With the growing attention for online privacy, third-party cookies, especially, are quickly falling out of favor. The legislation now requires companies to notify website visitors that their data can be used and prohibits the use of data without user consent. On top of that, growing pressure from consumers and regulators is driving browsers to phase them out. For example, Google Chrome aims to remove support for third-party cookies by 2023. Similarly, Safari and Firefox have already updated their browsers to phase out these cookies.
Navigating the collapse of third-party cookies
Today, personalization is vital for the customer experience. However, the collapse of third-party cookies makes it far more challenging for external parties like marketers and advertisers to gather user data for personalized and targeted ads. If you want to succeed online, you need to make the most of the data you can get consent for. By shifting towards first-party data strategies, you can create tailored experiences for consumers without imposing strict data regulations. Some companies, for example, are focusing on experimental methods like non-cookie-based ID matches and event-based tracking. One sure-fire way of building a new data strategy is to adopt a Customer Data Platform (CDP).
Why a CDP helps in a (third-party) cookieless world
By adopting a Customer Data Platform, you can bypass the issues of third-party cookies while producing relevant and engaging content for your visitors and customers. With a CDP, you can collect the first- and zero-party data that consumers have consented to, respectfully and ethically. Then, you can use this data to create personalized online experiences that entice your visitors and increase your return on investment (ROI).
Pro tip: with Datatrics, you can enable the Meta (Facebook) conversion API to still track visitors and use their behavioral data for advertising. To read more about this, click here.
Finding the CDP for you
With third-party cookies on the way out, companies need to look for innovative solutions to create the personalized experiences that today’s customers crave. If you want to pivot towards first-party data solutions, adopting a CDP can be a huge help. In looking for a CDP for your company, you need to align with data regulations. At Datatrics, we only gather first-party cookies, ensuring that our customers will not lose any data with the phasing out of third-party cookies. Together, we can work to make the most out of the data you have.
Are you interested to hear more about our third-party cookie-free CDP solution? Get in touch with someone at Datatrics today or try Datatrics for free to see it for yourself.