According to Oberlo, “As of May 2024, Google’s Chrome is the leading internet browser in the world with a global market share of 65.12%.” This might not seem to be an issue right now, but, as the digital landscape evolves and companies such as Google change the game board with their plans to remove third-party cookies, advertising agencies face new challenges in understanding user behavior and measuring campaign effectiveness.
The demise of third-party cookies, driven by growing privacy concerns and regulatory changes, necessitates the adoption of innovative strategies to continue delivering targeted and effective advertising. This is where Twelve12 and other advertising agencies roll up their sleeves and get to work.
Data collection.
Advertisers can gather valuable insights about their audience’s preferences and behaviors by leveraging data directly from their websites, CRM platforms and apps. While some might think about this as a problem, the data (collected this way with user consent) is more reliable and aligns with privacy regulations. Agencies should prioritize first-party data collection by improving user experiences to encourage data sharing and investing in technologies that enable data integration and analysis.
Contextual advertising.
This type of advertising targets ads based on the content of the webpage being viewed. Advanced machine learning algorithms can analyze the context and relevance of a webpage, allowing advertisers to serve highly relevant ads without needing personal data. This approach respects user privacy and enhances ad relevance and engagement.
People-based marketing.
By creating a unified customer view across multiple devices and touchpoints, advertisers can deliver personalized experiences without relying on cookies. Identity resolution technologies utilize deterministic and probabilistic matching methods to connect disparate data points, ensuring a comprehensive understanding of user behavior.
Methods of measurement.
Agencies must explore new models like multi-touch attribution (MTA) and incrementality testing. These methods offer a more accurate assessment of campaign effectiveness in a cookie-less world.
Partnerships.
Agencies should work closely with publishers, technology providers, and industry consortia to develop and adopt privacy-preserving solutions. Initiatives like the Privacy Sandbox by Google and Unified ID 2.0 by Trade Desk aim to create standardized, privacy-focused alternatives to third-party cookies.
In conclusion, the shift away from cookies requires us at Twelve12 and other top Orange County advertising agencies like ours to embrace first-party data, contextual advertising, identity resolution, advanced measurement techniques, and collaborative efforts. By adopting these strategies, agencies can continue to understand user behavior and measure campaign effectiveness in a privacy-conscious digital landscape.