GETTING READY FOR THE COOKIELESS FUTURE
“Cookieless”, “future proof”, “consent management”, “first party data”, … We’ve all heard those words a lot lately, but what do they actually mean? And most importantly: why should you care? Well, in the past 3-4 years, there have been some changes in order to protect the customer’s privacy. Those changes have impacted advertisers already, but the biggest change yet is coming in 2022 – Chrome will stop using 3rd party cookies all together. And 2022 is coming tomorrow…
– Personalization: Ad targeting & personalization, but also website personalization
– Measurement: on marketing platforms but also on your website’s analytic platforms (Google/Adobe Analytics & the likes).
– Advertising Cost
This means that cookies are a big part of what gives digital marketing its power: measuring and knowing everything about your campaigns & website performances, and showing your ads to potential customers that are relevant to you (or the other way around: showing relevant ads to potential customers).
But it can also take it away, rendering you blind behind your website’s and your campaign’s wheel, not (correctly) knowing the return your campaign generates or not being able to target your audience specifically.
Not to worry though, there are ways to deal with these changes and make sure you can get on with your business as usual, but it will take some changes to your current approach. And we are here to help you. Some of those changes are quick fixes, others will take a little more time and effort to put in place.
Want to know more about our step by step guide to getting ready for a cookieless future and how we can help you get ready? Don’t hesitate to contact us here!
We’ll organize an introduction session with you, free of charge, and work on the biggest challenge of digital marketing yet together, as a team!