Advertising in a Cookie-less World

Marketers have been genuinely concerned about how they will reach their ideal consumers in a new, cookie-less world.

We’re not implying there’s a shortage of the edible buttery, chocolate chunk variety to accompany your next glass of milk. The growing awareness of privacy issues and laws like the California Consumer Privacy Act (CCPA) in the United States and GDPR in the European Union, have spurred web browsers to begin blocking digital cookies and prevent them from being dropped on your computer by the websites you visit. What does that mean for startups and emerging companies that depend on internet advertising?

How the Cookie Crumbled

We realize most people in 2020 were talking about the global pandemic and U.S. presidential election. But those weren’t the only things on the minds of marketers. Traditionally, cookies have been the primary tracking system used to digitally collect consumer behavior data.  They allow data owners & providers to pool these consumers into specific audience “buckets” based on their behavior data – such as rock music streamers, ice cream lovers, etc. so they can be targeted with programmatic advertising campaigns.

The trend of restricting cookies is not new. But Google’s announcement last year of its intention to block third-party cookies in Chrome web browsers by 2022, certainly accelerated the development of new ad tech. Marketers want to make sure one of the main benefits of internet advertising — the ability to target fans and prospects by behavior, interest and action — is protected.

Consumer Tracking and Behavioral Targeting in a Cookie-less World

Multiple tech solutions are rolling out to combat the death of the cookie.  Major organizations have invested considerable time, money, and resources in new technology, and in leveraging their own first party data, collected through non-cookie means.

One solution focuses on tracking and reporting a lot of the same behaviors that cookies have traditionally tracked, but uses “contextual signals” to do so.  Another solution works like cookies, but allows for full collection consent & verification.  If a site asked permission to show you ads in exchange for viewing free content online, would you say yes?  We’re betting there’s enough people that would.

Digital Marketing 3.0

Digital media’s broad consumption among consumers and digital advertising’s unique ability to target audiences beyond demographic and geographic values make it a very attractive option for marketers. Our media buyers are vetting and testing multiple new solutions in partnership with our vendors. It’s important to find the best privacy-forward solutions that use new methods of granular targeting that are secure, transparent, and fully consented.

Marketers have identified digital marketing as a key component in their marketing arsenal in 2021.  TEC Direct Media remains committed to our values as we collaborate with our media partners to ensure a safe environment for our clients.

As we evaluate these solutions, rest assured, we are working to ensure that our clients’ digital campaigns can continue uninterrupted so they can target, excite and connect with their customers.  We will continue to keep our clients informed of this progress. If you are a marketer or agency looking for a media partner to help, please let us know.  

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