5 tips for advertising in a world without cookies

Due to the continuous tightening of online privacy rules in recent years, the so called third party cookie will slowly disappear from the scene. From 2023, Google Chrome, the most popular internet browser in the world, will no longer support third party cookies. Last year Apple already introduced the iOS 14.5 update, which made it possible for users to decline third party cookie tracking by companies.

This means we need to start preparing for online advertising in a world without third party cookies. Fortunately, there are plenty of ways to keep track of your target audience's online behaviour even without cookies. Below we have listed 5 tips for you.

What exactly are third party cookies?

First, let's go back to the basics. What are third party cookies again? Simply put, third party cookies are cookies that come from third parties. In other words, cookies that are loaded onto a website from an external domain. These cookies collect data and are typically used for advertising purposes.

Google Analytics can use this, for example, to see through which source you ended up on a website. This can then provide clear insights for your online advertising campaigns.

Why are third party cookies disappearing?

Third party cookies therefore collect a lot of data about your online browsing and search behaviour. However, collecting data through third party cookies does not always happen in line with the guidelines of the GDPR privacy legislation.

Google already announced the disappearance of third party cookies back in 2019. Other browsers, such as Edge and Firefox, have already scrapped third party cookies too. In 2023, Google Chrome will also join this list, marking the end of an era for cookies as we know them.

The phasing out of third party cookies means considerably less is possible in one go in the area of data collection and analysis. At the same time, however, it also offers plenty of opportunities and possibilities.

Below you can read 5 tips that will help you face the new cookie free era with confidence.

1. Collecting and using first party data

The phasing out of third party cookies does not mean cookies disappear altogether. You can still collect first party cookies. First party cookies are data that you have collected yourself. The difference with third party cookies is that you do not share first party cookies with third parties and you store them for your own domain.

By starting to collect first party cookie data, you get direct insight into data that your (potential) customers have left with you. This first party data can be collected in various ways. Think of:

• Online surveys
• Email
• Contact forms
• CRM systems, such as HubSpot

Because first party data comes directly from your potential customers, it is seen as one of the most effective ways to find out who your target audience is and how they interact with your brand.

First party data can therefore be very valuable. Make sure it is appealing for your website visitors and online customers to leave their details with you.

2. Map your target audience's needs through your own research

If you want to go a step further and really get to know your target audience inside out, you can do so through your own research. By talking directly with people from your target audience, you can find out, for example, what your target audience needs and where any pain points lie that you can then respond to.

To do this, you will first need to map out your target audience. You can do this by drawing up a buyer persona. A buyer persona is a semi fictional representation of your ideal customer, compiled from detailed data on your target audience.

You then engage with your target audience, for example by running surveys or conducting in depth interviews with them. This allows you to find out what their needs and motivations are, where they get stuck and what their online behaviour looks like.

With this information, you can then draw up a customer journey, which provides insights into the various stages of the (online) customer journey your potential customer goes through before making a purchase from you. You can then respond to these insights, for example by addressing any pain points or drop off points in the customer journey.

Your customers themselves are therefore, in most cases, the most relevant source of information. With the disappearance of the third party cookie, it can be very valuable to put your (potential) customer at the centre in this way going forward.

3. Discover the newest possibilities within Google Analytics 4

With Google Analytics, third party cookies allowed you to see in detail, among other things, which online path a visitor had taken before ending up on your website. Now that the third party cookie is disappearing, this will soon no longer be possible.

But Google has certainly not been sitting still. At the end of 2020, Google launched the newest version of its Analytics platform: Google Analytics 4. Because Google Analytics 4 (GA4) uses machine learning, this version makes you less dependent on third party cookies.

The loss of third party cookies is partly offset by machine learning. Thanks to, among other things, the use of a new data model, a more accurate identification method and the renewed Measurement Protocol, GA4 can collect data in an innovative and effective way. This also means that the machine learning behind Google Analytics 4 can provide you with useful, predictive analyses.

4. Create more engagement with contextual advertising

Even without third party cookies, targeted advertising is still possible. This can be done through contextual advertisements. Contextual advertising is advertising based on interests. You can then combine this with your visitor's geolocation, so you know where they are from.

This makes it possible to show a highly targeted advertisement to a website visitor near you who is interested in a topic that aligns with the product or service you offer. And all this without you having to store any data from your visitor.

Because this form of advertising is directly linked to your target audience's interests, it also results in high engagement. Contextual advertisements are generally seen more often and are also remembered more often afterwards.

5. Focus on marketing channels that do not depend on cookies

There are also plenty of marketing channels you can use to reach your target audience without needing cookies. Email is an excellent example of this.

Because email marketing is driven by, you guessed it, email addresses (which you have collected yourself), you can use this channel to distribute relevant content among your target audience without using cookies.

Maintaining your email marketing (campaigns) yourself can be very time consuming. Fortunately, there are also tools that can automate this for you. The HubSpot marketing hub contains all the marketing tools to carry out your inbound marketing techniques effectively and efficiently, including your email marketing.

Content marketing is also a good way to reach your target audience without cookies. Content marketing means distributing relevant content among your target audience, for example via social media or in the form of a blog on your website.

With this form of marketing, you can also immediately create some interaction and engagement with your target audience and obtain first party data. Think of a competition on social media, or releasing a whitepaper in exchange for the email address of an interested party.

When writing a blog, we recommend looking at relevant keywords. Then incorporate these into the text you write. This ensures that, provided they are relevant to your website, you will rank higher organically in the Google search results for these keywords.

In short, there are plenty of marketing possibilities in a world without third party cookies. Do you want to put one of the tips above into practice, but cannot quite work it out yourself? We are happy to help.

Get in touch with us or schedule a no obligation call, and we will look at the possibilities together with you.