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'And That's The Way The Cookie Crumbles' The Disappearance Of Third-Party Cookies

author image Written by: Rabije Gashi Corluka           Categories - Digital Marketing, Paid Ads

The wish for having it both ways has always been out there, and when it comes to digital marketing, it’s getting even harder to achieve. With more and more concerns about privacy and data collection, it has become challenging to track your potential prospects. As we all know, tracking is crucial for a successful digital marketing strategy. So, what’s this with Google’s plan of stopping the support of third-party cookies in its Chrome browser? Well, it’s privacy.

General data protection and privacy is becoming more important by the day – it is a big thing in Europe and it has made it far harder to collect and use customer data. This part of the globe has its own versions of it and advertising companies are starting to think about alternatives.

The death of third-party data collection will make us try harder to accurately show just how well a marketing investment will result in, well, results (leads, sales, revenue – important stuff).

Third-Party Cookies

Third-party cookies have been a go-to solution for years when it comes to measuring digital ad performance – and once Google stops supporting them, it will be way harder to see view-through conversions (if someone saw your ad and converted on your website later).

The problem with them, as noted in this article, is fake results. Hold up, don’t come at me that easily, keep reading.

If you use multiple channels for your latest campaign, you will, of course, get multiple reports. Every report will have the same number of conversions, and by that logic – if you used two channels and got 100 new leads, according to the reports you will have 200 new leads because both channels showed the ads to a prospect. Ain’t that false? But, the channels will likely try to take credit for it – and that costs money, and reputation in a way.

How To Handle the removal of third party cookies

There are some options – one of them being using first-party cookies.

Having them on your website will help you see which marketing channels and campaigns are resulting in conversions. You can see the number of times people visited your website before they converted, you can give credit to your organic search and email, and you will avoid the double-tracking mentioned above. This way, you will have one true source of tracking information and will show you the exact results and true value of what you have going on.

Other options include:

  • Identity Solutions – email address, phone number, login ID. This uses 1st-party cookies on your website
  • Google’s Privacy Sandbox – still developing
  • Publisher Provided Identifiers (PPIDs) – a PPID is an identifier assigned to a user by a publisher, the user logs in and it enables to deliver of personalized ad campaigns
  • Contextual Targeting – doesn’t rely on personal data, but on the web page’s contents for keywords and phrases (time spent browsing)
  • Data Pools or Data Clean Rooms – storing a large amount of data
  • User Identity Graphs – combines personal identity information (email address) with 1st-party cookies and publisher IDs.
  • Digital Fingerprinting – identifying users by recording their IP, plugins, screen size, browser, time zone and OS.

Having a diverse approach might be a good strategy – combining multiple ways and gathering first-party data could give you a detailed understanding of what’s going on with your campaign while respecting your prospects’ privacy.

Measuring return on investment from media platforms is about to get harder, less accurate and, in the end, not even possible when we say goodbye to these cookies. That won’t happen until next year, but you need to start practising and adjusting now.

 

Rabije Gashi Corluka

Rabije always enjoyed finding different angles to a story, so it’s not surprising her curiosity influenced a move to a new continent, widening her perspective. She enjoys hearing people's stories and learning about different cultures and places - but most of all, she loves putting her thoughts on a piece of paper. Her love for writing led to her studying Journalism and PR, but she actually became a storyteller during her radio-hosting era. Now, she uses her skills, experience, and love for writing to help your brand stand out.

TikTok Launches Branded Mission

05/19/2022

Let’s face it – TikTok is the place to be. With more than 1 billion monthly active users worldwide and the highest download numbers this year, this platform has surpassed both Instagram and Facebook.

Creators on the platform are slowly redefining culture and entertainment as we know it and every brand wants a piece of that magic of collaborating with influencers. Collabs between creators and brands aren’t a new concept. It has been around for some time now and it works pretty well. Now, it could work even better, with TikToks Branded Mission.

Read More: Five Benefits Of Influencer Marketing

With Branded Mission, creators can engage with brands directly and create (and monetize!) their content for particular marketing campaigns. Now, they can collaborate with or without an advertising agency of record. This means that digital marketers have a new way of reaching the target audience sweet spot, Gen Z and Millennials. A more direct way, let’s say.

Photo Source: https://newsroom.tiktok.com/

The Power Of Collaboration

With Branded Mission, brands can invite creators to take part in a campaign – as long as their content resonates with both their brand and their audiences on TikTok. That way, the brands can be closer to the communities on the platform and help creators contribute to a campaign with the power to boost the top-performing content that goes great with their brand.

By using this Branded Mission, advertisers can:

  • Engage the community to participate in branded campaigns.
  • Let creators tell the most relatable brand story in an authentic way.
  • Discover a diverse ecosystem of creators who are the main drivers of culture on TikTok.

Branded Mission allows the creators to get selected by digital marketers and create branded content. As long as they are at least 18 years old and have more than 1000 followers, creators can partake in Branded Mission. That should also increase their chances of making money on TikTok.

On each Branded Mission page, creators will see the potential earning opportunity before choosing to participate. – stands in the statement.

Also, creators whose videos do get selected by the brand will have boosted traffic. Combined with TikTok Pulse, the platform’s ad revenue share program, creators’ chances to succeed as full-time content creators are as high as possible.

Read More: What Is TikTok Pulse

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Google’s New Feature Will Make Managing Brand Safety Easier For Advertisers

04/16/2021

Good news for advertisers: you will soon be able to manage exclusion lists more easily.

Google has announced that it will launch a new version of exclusion lists, the feature that allows users to block their advertisements from specific pages or domains.

The new feature, called dynamic exclusion lists, will allow advertisers to automate how their exclusion lists are managed. 

Exclusion lists are an increasingly popular feature. These lists give advertisers the opportunity to manage their brand’s reputation by blocking their advertisements from particular pages or domains. In many cases, users will block their ads from sites that post offensive content or do not align with their brand’s values.

Many advocacy groups release lists of websites for advertisers to add to their exclusion lists. However, advertisers have had to select these websites manually – until Google’s new feature is released. As brand accountability is becoming a hotter topic in the culture of digital advertising, many brands are more deeply considering where and how they want to run their ad campaigns.

Dynamic exclusion lists will allow users to automate their lists. Users will be able to schedule automatic changes and updates to their exclusion lists. It will also be possible to use aforementioned third-party lists without having to update them manually.

Google is expected to release new information about the feature soon. Dynamic exclusion lists are expected to launch in the next few weeks.

READ MORE: Google Announces New Dynamic Exclusion Lists

READ MORE: Google Unveils Automated Brand Safety Tool to Create ‘Dynamic Exclusion Lists’

READ MORE: Google Ads to Roll Out Dynamic Exclusion Lists in Coming Weeks

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