Third-party cookies are dying. What to do?

A big shift is coming up. Soon the third-party cookies will phase out . Marketers will have to rely on other methods to ensure relevant ads delivered to the customers. What could be possible steps for the companies align their approach? How can companies continue providing relevant and impactful ads to customers?

Google has already announced that by 2023 Google Chrome will not have third party cookies. With increasing focus on customer privacy and the increasing efforts of governments around the world, we can soon expect these changes to be implemented everywhere.

These changes could be a huge step down for current advertisers and media agencies. They rely on third party cookies for segmenting and targeting their audience. So ,what could be possible steps for the companies align their approach? How to continue providing relevant and impactful ads to customers?

Going back to some Good Ol’ Strategies

Marketers can revive the previously prevalent methods of customer reach through contextual advertising. This includes tailoring the advertisements into relevant content itself.

For example, if I am looking at an article about shoes, I can be shown an ad about shoes. This way the customers’ privacy concern is addressed, because it is not using any behavioral data and the relevance of ads is also maintained.

Looking back at Traditional Marketing

Going completely back to traditional marketing methods like Billboards and Newspapers will not at all be a smart move. It has a huge cost involved and it doesn’t reach the relevant customers as much.

Although, a newly balanced mix of traditional and digital marketing could be a refreshing and welcoming change for the customers. According to an article published by Harvard Business School in April 2022, many marketers are seen to be following a similar path. With everyone present in the Digital Platforms, the traditional channels are left free and inviting. If designed properly and balanced alongside Digital, this could be one of the most engaging experience for a customer.

Phasing it all out at the demise of third-party cookies

Companies must not wait for the demise of Third-party cookies. Instead every marketer should prepare an alignment plan for the future, and start implementing the new approach. This will give them a chance to be ahead of the market, cushion the blow when it comes and hone their approaches till they become compulsory to follow.

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