Third-party cookies: everything marketers need to know
For a long-time marketers have relied on cookies and website tags to detect and track online activity. But as we prepare for a cookieless future, what can we do to prepare and ensure we can continue to measure and optimize our campaign success?
What does it mean for marketers?
Tracking technology may be changing, but data protection laws aren’t and they still require end-user consent.
In some ways, this could end up strengthening tracking. New technologies will ensure a greater level of certainty, fixing issues in tracking precision and ad fraud by bots.
We’re about to witness is the rise of zero-party data.
First-party cookies will continue, and thanks to GDPR and emerging laws like CCPA and Brazil’s LGPD, consent will remain as a central requirement. Your website still needs to ask for and obtain explicit consent from users for any data stored, regardless of what technology is being used.
This means, that as the curtain falls on third-party cookies, marketers will have to work harder to build trust with web browsers to obtain consent. Trust and consent will ensure compliance with the data privacy regulations that have changed the marketing game. In turn, compliance will enable you to innovate how you track and target your customers.
Luckily, your email marketing, marketing automation, and customer data platforms have been preparing for this for years. Keeping track of consent and managing individual users’ consent via single customer view are just a couple of ways you can rest assured that you’re already more prepared than you thought you were.
So, as a final note, I think it’s important to change the way we think about the death of third-party cookies. It’s not the end of marketing as we know it. It’s an opportunity to improve and a chance to ensure we – as marketers – are protecting the rights of our customers, whilst providing them with exceptional experiences.
Jenna Paton, Content Marketing Manager
Jenna expertly writes thought-leadership content about cross-channel marketing and customer engagement and manages the creation and execution of Dotdigital's content marketing strategy.