How brands can survive in this new era of marketing

Don’t worry, in this article we will tell you everything about the cookieless scenario and best of all, we will give you 10 solutions so that you don’t miss third-party cookies.

What is cookieless?

Cookieless is a term that emerged special database to define the disappearance of third-party cookies .

Cookies are data that is recorded in a user’s browsing history and third-party cookies are

those installed by a company other than the owner of the website we visit or also those installed by

advertising services to display their ads more assertively, doing remarketing , for example.

In the case of the number of users who use Google Chrome, Google collects this data, using it, for

example, to optimize Digital Marketing campaigns .

However, on January 14, 2020, Google announced that third-party data would no longer be available

to companies and that there would gradually be a discontinuation process that would culminate in

2022. However, that deadline was recently extended until 2023 .

In this way, cookieless makes it more difficult for marketing professionals to track users

to better understand their behavior , as well as evaluate the results of Digital Marketing strategies and obtain other types of information.

What is the origin of cookieless?

The disappearance of third-party news and interesting facts for september cookies is nothing new ;

the idea of ​​cookieless arose with the application of the GDPR, the General Data Protection Regulation

of the European Union, in 2018, since this document considers cookies as personal information .

Almost at the same time, the Organic Law on Data Protection came into force in Europe in 2018. With

this law, companies needed the explicit consent of users to use any data obtained in their advertising campaigns .

In addition, various countries began to create limits and restrictions on the management of cookies

and the need to notify the user about their storage. Nowadays, it is rare to find a website that does not

show you a notice when you enter informing you or asking for your consent for the use of cookies.

Since these regulations, cookieless is becoming more and more popular, and even browsers such as Safari and Firefox had already taken the initiative , long before Google, to block cookies.

What is the current cookieless scenario for companies?

In a survey conducted by Kantar experts b2c phone list on the subject, only 6% of the brands analysed stated that they were prepared for this scenario.

Among the brands present, 41% responded that they did not have precise information, 25% stated

that they had not started preparations, but that they were planning to do so, another 25% commented

that they had started preparing, but were not yet fully prepared, and 3% confessed that this would not

affect them as a brand.

As we can see from these responses, more than 50% of brands have already started

preparing for this new stage and even though Google has postponed the deadline to 2023, we

cannot wait until the last minute to take action on the matter.

How does cookieless affect businesses?

The importance of Digital Marketing for companies is clearly known by all and for the strategies to

work, as we know them today, cookies are essential.

However, we have to understand that not all cookies will disappear , those created by the

visited domain will be maintained.

Specifically, cookieless can affect a website in the following ways:

• Much of the data from paid advertising on Google, for example, cannot be measured. We will not be able to know the number of times a user sees the ads and your base will only be through conversions and income.
• Some targeted advertising resources will be more complicated, as you will no longer receive the file with user information.
• You will need to find other ways to measure the early stages of the funnel on your web domain, since you will no longer have the information on the stages that the user goes through.
• Digital Marketing will have higher costs, since we will no longer have complete information for decision-making.

Although third-party cookies were extremely important for the good performance and support of a

complete Digital Marketing strategy , we still have alternatives, as we will see later.

How does cookieless impact users?

With cookieless, the user experience of online advertising will also be affected . Without

more targeted advertising, the advertising you see online will be less relevant and more general.

By leaving less data recorded, online advertising will become more massive and increasingly similar to

advertising in traditional media. Unless we use other resources.

10 solutions to consider for cookieless

Finding new ways to obtain data within the regulations is essential to ensure that our strategies

remain as effective as ever.

For this reason, the relationship with users must be stronger so that they voluntarily provide the

information we need to increasingly optimize their experience.

Below are some solutions you can consider to balance cookieless.