How to Build Successful Marketing Campaigns in a Cookieless World
Posted: Mon Jan 20, 2025 5:44 am
According to Google's plan, in 2024 its browser, Chrome, will no longer support third-party cookies – personal data of users traveling on the internet and which, today, can be shared between different websites in order to map an individual's behavior, facilitating the model of purchasing and offering media on the open internet. Known in the industry as Cookieless World, the change goes far beyond simply ending the use of third-party cookies, but it is an important step in Digital Marketing towards a business model supported by user privacy.
André Dylewski, business development director for Latin America at RTB House, emphasizes that user privacy is a growing concern in the digital landscape. “The end of third-party cookies is a change with no turning back, and all industry players will need to adapt to a more restrictive scenario regarding user personal information. Since Google announced the end of third-party cookies in 2020, we have been working with our clients to provide them with the necessary tools to navigate the new environment and continue to obtain excellent results in programmatic media campaigns, considering all stages of the purchase journey.”
In view of the transformations underway, André highlights finland whatsapp data key points that advertisers should be aware of as we move towards the Cookieless World.
1. Understand and invest in cutting-edge technologies: understanding the various forms of Artificial Intelligence and their autonomy in collecting and correlating data will be crucial in a scenario where personal information will be more restricted. Therefore, the more advanced and accurate the algorithms are in predicting user behavior without using individualized data, the better the performance of your media campaigns will be. This is where technologies such as Deep Learning and Generative AI play an important role, since they have greater autonomy and capacity to process and analyze privacy-friendly data and, from there, generate insights about user behavior.
2. Keep up your efforts in advanced personalization: By using cutting-edge technologies, it becomes easier to reach conclusions about a consumer’s behavior profile and purchase intention, which is essential when designing marketing campaigns considering the different stages of the sales funnel (awareness, consideration and conversion). The support of cutting-edge algorithms is also crucial to identify important details in the purchasing process, such as the color, size and size of a product, or even specific preferences (for example, within the same campaign, a travel company can highlight sunny destinations for one user while recommending places with a temperate climate for another person).
3. Closely monitor your audience's lifetime value: in general, a person needs 3 to 4 interactions with your brand before making a purchase. Monitor all interaction points to understand the dynamics and particularities of your business with the audiences you are interested in. In addition, map out where certain user profiles are 'falling out of the sales funnel' to then outline more assertive and targeted strategies for specific audiences.
4. Choose media partners that offer consulting services: the choice of media partners must balance both technological delivery and support in the strategic interpretation of indicators and in the identification of constant opportunities for optimization. Especially in a more complex environment regarding data availability, having experts capable of interpreting data and assisting in decision-making processes in real time will be an important differentiator impacting the performance of campaigns run in the digital environment.
André Dylewski, business development director for Latin America at RTB House, emphasizes that user privacy is a growing concern in the digital landscape. “The end of third-party cookies is a change with no turning back, and all industry players will need to adapt to a more restrictive scenario regarding user personal information. Since Google announced the end of third-party cookies in 2020, we have been working with our clients to provide them with the necessary tools to navigate the new environment and continue to obtain excellent results in programmatic media campaigns, considering all stages of the purchase journey.”
In view of the transformations underway, André highlights finland whatsapp data key points that advertisers should be aware of as we move towards the Cookieless World.
1. Understand and invest in cutting-edge technologies: understanding the various forms of Artificial Intelligence and their autonomy in collecting and correlating data will be crucial in a scenario where personal information will be more restricted. Therefore, the more advanced and accurate the algorithms are in predicting user behavior without using individualized data, the better the performance of your media campaigns will be. This is where technologies such as Deep Learning and Generative AI play an important role, since they have greater autonomy and capacity to process and analyze privacy-friendly data and, from there, generate insights about user behavior.
2. Keep up your efforts in advanced personalization: By using cutting-edge technologies, it becomes easier to reach conclusions about a consumer’s behavior profile and purchase intention, which is essential when designing marketing campaigns considering the different stages of the sales funnel (awareness, consideration and conversion). The support of cutting-edge algorithms is also crucial to identify important details in the purchasing process, such as the color, size and size of a product, or even specific preferences (for example, within the same campaign, a travel company can highlight sunny destinations for one user while recommending places with a temperate climate for another person).
3. Closely monitor your audience's lifetime value: in general, a person needs 3 to 4 interactions with your brand before making a purchase. Monitor all interaction points to understand the dynamics and particularities of your business with the audiences you are interested in. In addition, map out where certain user profiles are 'falling out of the sales funnel' to then outline more assertive and targeted strategies for specific audiences.
4. Choose media partners that offer consulting services: the choice of media partners must balance both technological delivery and support in the strategic interpretation of indicators and in the identification of constant opportunities for optimization. Especially in a more complex environment regarding data availability, having experts capable of interpreting data and assisting in decision-making processes in real time will be an important differentiator impacting the performance of campaigns run in the digital environment.