How will retargeting look when third-party cookies come to an end?
How will retargeting look when third-party cookies come to an end?
What a time! Just yesterday, I was talking about how you can use retargeting to create an ad strategy that’s hands-free for you and today I found out that Google is going to kill it.
Retargeting the exact user who visits your website depends on third-party cookies. These are little identification codes dropped by websites on your browser when you see them.
Then when you visit some other site, the original site will know you are there by tracking the third-party cookie.
This technology is used to identify users for retargeting, analytics, and sometimes affiliate marketing.
But it’s coming to an end. Early next year, Google will disable third-party cookies on Chrome for 1% of the users, and then by the end of the year, for everyone. No more third-party cookies on Google Chrome too.
Browsers like Firefox, Safari, Brave, etc are already not accepting third-party cookies. With Chrome too, the party comes to an end.
So how will things change? Is Retargeting going to be dead?
Well, not exactly. Retargeting will be there, but it will change a lot. Google and Facebook are grappling with this problem and it’s not easy to solve.
With third-party cookies gone, advertisers and ad-tech companies cannot identify users uniquely anymore. To create some sort of advertising possible, Google has created a Privacy Sandbox API which creates some behavioral retargeting capacity to the advertisers.
It’s not going to be as effective as the third-party cookies though.
Facebook has a solution called the conversions API, which lets you advertise to people who do some sort of interaction on your website like signing up to a membership, etc. You can send that data to Facebook and they will be able to show ads to these people.
But this is not as good as retargeting because the power of retargeting is in reaching out to people who took no action on your website.
So what will take the place of retargeting?
- Profiling
Websites that have profile information about the users like Facebook and Twitter will grow stronger. They can identify the interests of the user.
- Cookie less advertising
Well, if you don’t have access to the most-effective thing, you choose the next effective thing. So advertisers are going to use cookie less advertising and whatever that has to offer.
- Conversion data
This is going to be the most powerful weapon. With the conversion data that you send to ad-tech platforms, they will able to identify who bought and then use their profiling information to show your ads to similar customers.
I think this is going to be the most popular audience marketing tool in the times ahead.
- What does it mean for your business?
It’s not clear yet how badly businesses will be affected. For sure the impact is going to be substantial. If your business depends on this, you will need to adapt.
The good news is that you’ll be able to adapt.
I will keep you informed about how this evolves.
For now, there is no action to take. Just be aware of what’s coming.
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