The demise of third-party cookies doesn’t change everything. Still, digital marketers are grappling with an uncertain future. By focusing on building and operating first-party data solutions, brands can not only prepare for the so-called ‘third-party cookie-free world’, but also make smarter use of the customer information they hold. becomes. Brands using their own data to learn more about their customers and prospects will make a huge difference.
Without a solid plan, features like anonymous new zealand email domains site visitor verification, message retargeting, and campaign performance measurement will wane as third-party cookies die out.
But this is really an ID (identity) issue, not a cookie issue.
Accurately capturing identity information and building meaningful relationships with people is critical to the success of data-driven, personalized marketing. “People” here includes not only customers and prospects you already know in your marketing database, but also audiences you don’t know yet but want to understand better.
Recognize who is the same
person and who is different across different devices, understand how you want to react and interact with a particular individual, and understand variations in that individual across all channels. Link everything and create a brand identity graph.I’m not advocating a “build your own” strategy for brands. It does not end all partnerships. It is important to create robust and real solutions. The following methods are conceivable for this purpose.
1. assess the current situation
Assess your current situation and consider your goals to build meaningful connections. And in order to realize the goal, you should think backwards about what you need to understand about people. Where are you getting that information from now? What do you lose when you lose third-party cookies? At the intersection of your outreach and customer interests, you need to know who is engaging with your brand. If you rely on third-party cookies, you are in serious trouble. For example, if behavioral targeting and frequency capping (limiting the number of times ads are displayed) become impossible, retailers should create and send the right message to the right person at the right time in the consumer purchase path. becomes difficult.