Google recently announced to go cookieless with the chrome browser by 2022.
Are you feeling anxious about the future of data collection in a cookieless world?
Let us put your mind at ease as we go over the tactical steps you can take today to be prepared.
The web is witnessing a cusp of revolution by bidding farewell to third-party cookies.
But, wait! Not all the cookies are going away!
We still have first-party cookies with us to understand consumers and deliver them with a personalized site experience.
However, let’s throw some light on the cookieless future, how it will impact your business, and how Adobe can help you shine in a world without third-party cookies?
What is a Cookieless future?
Cookieless here describes a way of marketing in which marketers will be less reliant on cookies.
What are cookies? They are a data tracker used by web browsers like Google Chrome, Safari, Firefox to collect data about the user. Brands then leverage this data to market the users.
Amidst the recent policy shifts by web browsers in the name of consumer privacy, deprecation of 3rd party cookies will take place.
Without third-party cookies, marketing people will need to focus on first-party data (collected with the user’s consent).
You must note here that cookies are not completely disappearing. First-party cookies will still be in use.
With third-party cookies gone, consumers’ will witness a more streamlined and consent-based data sharing. The marketing teams will now be left with first-party data collected with user consent to advertising their brands, products, or services online.
Why remove third-party cookies?
Removal of third-party cookies from web-browsers results from users demanding greater privacy, choice, transparency, and control over how their information (or data) is being used on the web ecosystem.
This step is crucial towards making the online experience more transparent. Here’s what will come for online consumers after removing third party cookies:
- Respecting and protecting consumer privacy
- Practicing responsible data practices with transparency & control
- Driving trustful and engaging browsing experience
- Consumer-centric, forward privacy experiences enable consumers to value
Learn how to prepare for a cookieless future here.
Impacts of Cookieless Web
The cookiepocolypse is undoubtedly scary.
It’s going to reshape the entire advertising ecosystem and transform the way brands will engage with consumers.
Here’s a quick look at what impacts a cookieless web will come with:
- More Controls to Users: to amplify audience knowledge, brands will have now sit back and leverage first-party data to get adept with user behavior.
- Major Privacy Transformations: Brands will now revamp their marketing strategies, customer-data activation, and acquisitions.
- Focus on First-party Data: Marketers haven’t yet tapped the full potential of first-party cookies. The deprecation of 3rd party cookies will turn all heads towards first-party.
- Middle Players will Obsolete: Many stakeholders such as SSPs will disappear and might become obsolete.
- Massive Tech Shift: There’s no doubt, 3rd-party cookies made the lives of marketers easy. But the entire ecosystem around cookies will now take a massive shift to advent cookieless retargeting.
- Birth of new buzzwords & concepts: Noise addition, Redaction, Differential Privacy, etc. These are just a few adtech and martech concepts that might heap up in the coming times.
Adobe Analytics Workspace & Cookieless Technology
Experts at Adobe Summit 2021 outlined a comprehensive list of actions to take and provide helpful resources for you to leverage as you face your data collection challenges.
Customer Journey Analytics (CJA) delivers analytics capabilities to its users, with which they can
- Query, and
- Visualize a year’s worth of data.
Adobe Experience Cloud offers a clean and direct strategy on its platform to focus on 1st party data and leverage the most from it seamlessly.
With Adobe, you can recalibrate the customer acquisition and experience by bringing together all the first-party data from all channels and then couple them with the first-party identifiers along with appropriate permissions to use them.
Today, capturing the appropriate permissions to enable better use of behavioral and media sets, at scale is key.
Once you know which pathways convert best, you can then act on those insights to drive more meaningful customer experiences.
The approach at Adobe coordinates unifies and constantly refreshes data across the spectrum of company sources and outside channels. It ultimately generates precise, richer, and much more detailed profiles of customers.
Wrapping up Adobe Summit 2021
Adobe Summit was all about expanding your skills and getting inspired.
It was a much-anticipated event that helped businesses dig deeper, become more agile, and able to more readily adapt to unexpected shifts accompanied by heightened customer demands.
The event provided a chance for all participants to pause, reflect, and learn from the innovators and brands who are successfully driving the customer experience landscape.
“Every business is a digital business” and “We’ve gone from a world with digital to a digital-first world”
were the key messages carried throughout the entire two-day event.
Adobe Summit had 55,000+ Attendees participating in the live chat discussions. Moreover, Adobe Summit was a record-setting event, welcoming 50,000-plus companies and driving more than 20 million video views to date.
Browse through Adobe summit sessions, on-demand keynotes, and training workshops now!
If you’re curious to learn more about third-party cookies! You can watch the “Reach Customers in a Cookieless World” Adobe Session by Amit Ahuja.
Ultimately, now that big giants, such as Google, Apple, and Mozilla, are parting ways with third-party cookie tracking, organizations (like ours or yours) need to shift their data strategies to stay relevant and successful in the cookieless world.
Bidding adieu to third-party cookies is our chance to move from a tactical to a strategic customer framework, so you’re equipped to deal with today’s business environment.