Ad Tech & Ad Ops

Cookie-Less Internet: The Future Of Digital Marketing

May 6, 2020 3 min read
cookie less internet

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Cookie-Less Internet: The Future Of Digital Marketing

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The internet has been drastically taken aback by Google’s announcement that it has planned to go cookie-less with the chrome browser. Do Digital channels all over have a confusion about what the future of marketing will look like? Resolving and protecting identities has been a tough call in today’s digital world. And Google’s step to go cookie-less has complicated things even further. In fact, there have been talks doing the rounds about a cookie apocalypse. This is the high level of confusion prevailing in the digital advertising industry. 

So how does one evaluate what kind of changes the internet is going to experience after this massive change by Google chrome? Identity is very important to the digital advertising industry in every aspect. It is only through identity details that personalized exceptional customer experience is delivered. Therefore, it has become important to evaluate how you can understand and adjust their part of the identity solution uniquely.

What Does A Cookie-Less Internet Mean?

Not All Cookies Are Going To Be Absent

With so much confusion and panic around, it is important to come to the realization that not all cookies are going away. It is only the third-party cookies that Google is bidding adieu to. First-party cookies will continue sending information to the browser from the site visited by the users. Therefore, advertisers, publishers, and retailers will still get enough information to understand the customers, thereby delivering the best user experience.  

The Consequences Of A Cookie-Less Internet

Third-party cookies help websites understand the personalized experience that a user would be interested in. Websites can serve relevant content and advertise with suitable recommendations as per the user. So with the removal of third-party cookies, the advertising industry will lack the information required to take a step ahead. The main drawback for advertisers will be that they will no longer be able to track ROI. Moreover, they will find it difficult to justify the investment made towards media but has no link to sales. 

The Question Of Identity

For any business to gain success and prosper, it is important for the business to recognize its consumers. Therefore, identity solutions are required to get an optimized reach. So how does a business get the right consumer experiences?

Gather The Right Data And Right Identity

High-quality data is the major source behind quality experience for consumers. Identity solely relies on the data that is collected. So it is important to have the right and high quality of data for the successful engagement of consumers. Without the third-party cookies, it will be critical to have clear visibility of the online and offline interactions of the consumers. 

In return, this will also make it difficult to provide an optimal consumer experience. Advertisers or websites will not be able to tailor the experience according to the unique perspective and interest of the consumer towards the brand.

Assure Great Consumer Experience

The interests and inclination of consumers keep evolving and changing. Therefore, identity is an ongoing process that needs to be dealt with precisely with Artificial Intelligence and machine learning. Only then can brands master the identity across the whole ad tech ecosystem. 

The top priority for all brands is to ethically identify and connect with consumers. Identity is the key to all customer journeys. With these details, the marketers build a roadmap to building an enterprise identity solution. That is how they meet the desired expectations of the consumers. 

A View Of The Cookie-Less World

It is time for all the brands to embrace the new era with the removal of third-party cookies. The industry had in fact been long overdue in replacing cookies for personalized ad targeting on the web. It is now time to evolve beyond the world of cookies and enter a privacy-safe era. With cross-industry collaborations, the best results will continue to yield for the consumers. The opportunity is only for something better to come ahead. And the potential to meet the expectations of the consumers today and in the future shall never fall short of. The journey to a cookie-less world will not be easy. But once the whole industry comes together to find the best possible solution, the outcome will be commendable. 

FAQs:

1. What is the meaning of a cookie-less internet?

Going cookie less does not mean all the cookies will be removed. Google is bidding adieu to only the third-party cookies. First-party cookies will continue sending information to the browser from the site visited by the users.

2. What are the consequences of going cookie-less?

with the removal of third-party cookies, the advertising industry will lack the information required to take a step ahead. The main drawback for advertisers will be that they will no longer be able to track ROI.

3. How does a business get the right consumer experiences?

  • High-quality data is the major source behind quality experience for consumers. So it is important to have the right and high quality of data for the successful engagement of consumers.
  • The top priority for all brands is to ethically identify and connect with consumers. Identity is the key to all customer journeys. 

4. How should brands embrace the cookie-less world?

It is now time to evolve beyond the world of cookies and enter a privacy-safe era. With cross-industry collaborations, the best results will continue to yield for the consumers. The opportunity is only for something better to come ahead. 

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