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End of cookies: ways to achieve goals while respecting privacy laws

Google recently announced a further delay in its plan to remove third-party cookies in its Chrome browser until at least 2024. The tech giant said it wants to give more time to test alternative technologies, including its initiative Privacy Sandbox. This is the second delay since Google first announced the removal of cookies in 2020.

This change does not involve much change for the user, unless you are concerned about privacy. If it is, you already have Firefox, Brave, Safari, and other browsers that have long since removed cookies. But at the company level, on the other hand, it does affect the way in which all online marketing tracking is done, especially at the level of impressions, the level of attribution tracking, how sales are attributed, etc.

Given this context, Grupo Labelium, an international digital marketing consultancy, has compiled the specific aspects that companies must take into account in their marketing strategies once third-party cookies are eliminated in Chrome.

The challenge: find new ways while respecting privacy laws

The challenge to this business model is clear: it’s about finding new ways to attribute conversions, create frequency cap ads, and retarget site visitors while keeping user data private. In order for companies to achieve these objectives, Labelium points out that the different providersespecially Google or Facebook, they are taking out alternatives that go through the identification of the user in each of the platforms. That is, instead of setting the cookie to the user individually, the user ID that the platforms have is used.

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Another alternative is to encourage the user to identify himself not only at the time he makes the purchase, but also to ask for it when entering the page, looking for other ideas. to encourage the user to perform that action without leaving the page. In this way, the companies ensure that even if the user does not make or finally abandon the purchase, they can directly collect relevant data such as their email.

On the other hand, companies can also bet on contextual advertising. It consists of investing in advertising on target pages of the desired target. For example, a company that is dedicated to selling sports shoes, invests in advertising on a website specialized in running. The chances that users like their shoes are higher than that of a reader of a general newspaper. Therefore, working on contextual advertising is key to achieving sales goals.

According to Álex Masip, Head of Data at Labelium Spain, “This change makes monitoring the user at an individual level more complicated, because what is tending now is to group users into clusters. When cookies disappear, this process will no longer be as individual as before and the opportunity to impact the unique user at the exact moment will be lost. That is why it is key for companies to analyze and specify a new data collection strategy, always in compliance with current privacy laws”.

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