What is Cookies?

Cookies are basically sets of data collected and stored in a user’s browser. By storing information such as language preferences, passwords, identifiers (such as IP address, Geolocation, etc.), cart items, and other past behavior, cookies make our internet surfing experience quick and smooth.

 

Mainly there are two types of Cookies:

  •         First-party, the data that we are collecting directly from our existing customers or prospects which includes newsletter subscriptions, purchase histories, abandoned cart and this also includes behavioral data from the website or app as where we can understand the  audience interest based on the session time they spent over a particular period
  •         Third-party, which are created by domains other than the one we are visiting directly. These are specifically used for ad-serving, cross-site tracking and retargeting the existing customer.

 

What is Cookieless World Marketing?

A way of marketing where marketers are less dependent on cookies. However, cookies are not going to be vanished completely. We will have to keep our focus on the first-party cookies as the third-party cookies will undergo the most changes.

 

What we need to focus on?

We need to offer something exciting to the consumer in exchange for Data. Like, submit an email and you will get “something” in return from the Brand. Basically, building trust along with the user consent.

Leverage the data that you already have. In most of the cases a ton of information are being overlooked on the existing customers. So have a close look into that data for insights to generate more business from the existing customers and/or use customer profiles for better (cookie-less) targeting.

Overall we need to focus more on media, messaging, and outcomes to get the audience’s attention for which It is important to test messages that receive the most traction.

 

Explore the cookieless world of addressability

  •     Contextual targeting. This is the practice of advertising on a website that is relevant to the interests or characteristics of the targeted audience.
  •         Cohort-based. Federated Learning of Cohorts basically targets those people who has a habit to browse the similar website.
  •         Probabilistic. This is referred to as ‘fingerprinting’ to build a targetable profile by using audience details such as their email id, name which in other team referred as metadata.
  •         Authenticated users. This is referred to as ‘Universal Identifiers’, these are ‘premium’ audiences which are generally found on the publisher’s website.

Need help to understand more?

Join us and we can help you to explore your business with the cookieless world marketing where we can guide you to focus on more creative ways to target and reach prospective consumers, as we all know that any fast-growing industry change is inevitable as it comes with new facts which change the whole perception.