No More Cookies – Removal of Third-Party Cookies From Chrome
Back in January, Google reported its current initiative to remove third-party cookies from Chrome. This shift in the industry can impact conversion analytics, personalization, and data modeling. This is especially true for areas such as mobile marketing. Though this shift may seem daunting, there are some steps that can be taken to prepare for Google’s tracking restrictions.
Get familiar with media mix marketing
Media mix is a combination of all communication channels that can be used to meet marketing goals. This includes email, website traffic, social media and more. While this form of marketing lacks the precision that cookie-based data provides, it is an excellent way to optimize digital media. This form of marketing also factors in offline media and other variables.
Build your own customer identifiers
In the wake of cookie retraction, build and centralize consumer data. This internal data platform should include phone numbers, emails, locations, IP addresses, and other identifiers. Being able to utilize your own identifiers will help prepare you for the uncertainty of the third party cookie removal.
Invest digital spending on large platforms
There is a bright side to this sudden transition, there will be more efficient metrics available to marketers. Larger platforms will provide better performance metrics such as more training materials, in-depth ad performance and more.
For many, this transition seems abrupt. However, this change is occurring over the course of two years. This gives you all plenty of time to diversify data collection. I hope these beneficial tips can help with the phasing out of third-party cookies. If you would like to know more tips to help with this change, visit this site.