Post-cookie world challenges for marketers
The post-cookie world presents several challenges for marketers. One of the main challenges is the reliance on cookies for targeting, measurement, and user tracking.
According to research, three-quarters of marketers heavily rely on cookies, making it difficult for them to adapt to a cookie-less environment. The loss of cookie signals has already impacted advertising yields for publishers by 40-45% in the last 18 months.
Another challenge is the uncertainty around what being prepared means. Marketers need to develop a first-party data strategy to navigate the post-cookie world. First-party data refers to data collected directly from customers through interactions with a brand’s website, app, or other touchpoints. This data is valuable because it is owned and controlled by the brand, allowing for more personalized and targeted marketing efforts.
However, building a first-party data strategy requires overcoming several obstacles. One obstacle is the need to gain customer consent for data collection and usage. With increased privacy regulations and customer concerns about data privacy, brands need to be transparent about their data collection practices and provide clear opt-in options for customers. This can be challenging, as seen in the case of Apple’s opt-in tracking IDs for in-app advertising, where three-quarters of users opted out.
Another challenge is the loss of third-party data. Third-party data, which is collected by external sources and used for targeting and personalization, will become less accessible in a post-cookie world. Marketers will need to find alternative ways to gather relevant data and understand their customers’ preferences and behaviors.
Additionally, the post-cookie world raises questions about the future of omni-channel personalized customer experiences. Cookies have played a significant role in enabling personalized experiences across different touchpoints. Without cookies, marketers will need to find new ways to deliver personalized experiences that are privacy-friendly and respectful of customer preferences.
The post-cookie world presents challenges for marketers in terms of targeting, measurement, and user tracking. Brands need to develop a first-party data strategy, gain customer consent, and find alternative ways to gather relevant data. Additionally, marketers need to rethink their approach to personalized customer experiences in a privacy-conscious manner. Adapting to these challenges will require innovation, transparency, and a customer-centric mindset.
