Welcome to Just Global’s new content series: Global Views. The focus of each edition of Global Views will be centered around one topic that the marketing and advertising industry is facing.
We’re kicking off the new year with the topic of a “Cookieless 2021.” We asked our team specialists representing disciplines across Search, Analytics and Digital Marketing how they are preparing their departments for cookieless marketing.
For a more in depth guide to navigating the post-cookie internet, download our whitepaper, “How to Adapt to Cookieless Targeting and Come out on Top”
Preparing for a cookieless world
As marketers and media geeks, we’re used to innovations in the field of digital advertising. It seems like every day new partners come up with new, first to market solutions, pushing the boundaries of what we know is possible to be more precise in targeting, cost efficient no matter the KPI, measure true engagement, and much more. As we face the new decade, we can expect another change: The removal of cookies from the Google Chrome browser.
Even with these changes, digital advertising forecasts continue to project an increase in spend over the next decade. Here are some predictions of what we expect to change:
Increased Importance of 1st Party Data
This will require brands to offer higher value, exclusive, downloadable content that will be more attractive for users to pass over their details. In turn, users will become increasingly aware of the value that their data holds to these brands and will expect even more in return.
This influx of first party data will also require marketing agencies to provide more creative strategies for executing personalised campaigns that draws users back to their client’s website. This long-term strategy will often not appeal to many brands, which is where on platform lead generation ads (LinkedIn LeadGen Forms in particular) will still have a major role to play.”
Emergence of New Technology Solutions
Because many devices already don’t accept cookies, workarounds such as device fingerprinting based on browser, IP, device ID and more will continue.
Google’s Privacy Sandbox (putting aside monopoly concerns) will allow tracking and targeting to occur on the Chrome browser directly. Additionally, greater reliance on data providers like LiveRamp will enable Universal IDs to be used instead of cookies.
Aside from tracking through third-party vendors, brands should be investing heavily in first-party data technologies to ensure they are gathering data that can allow them to be agile and responsive to changing needs and behaviors.
Lastly, brands should consider embracing the privacy ethos many have been evangelizing and make it an integral part of their value proposition and company culture. Research has shown the impact brand values have on buying decisions, and companies can leverage people-first values to build long-lasting brands.”
Search Engine Marketing Sans Cookie
As new technology innovations in data targeting evolve, so do those for contextual targeting. A once broad tactic now utilizes natural language processes and crawling technologies to understand not only topic, but also sentiment of topics within digital content.
Cookies are what helps SEM campaigns target ads to prospects that are ready to become a lead or a sale. Third party cookies specifically. Yet, the search marketer’s biggest helper – Google Chrome browser – is about halfway down the path of making the third-party cookie obsolete, which officially kicked into high gear in January 2020. Chrome browser serves 70% of the world search traffic as of Sep 2020, doing away with 3rd party cookies is a big deal. So there are Betas we are considering testing for our B2B Tech SEM campaigns. Those are…well…they are Betas. And the biggest solution we have been using so far to help solve the cookie-based advertising is the promotion of Google Analytics g-tag to the first party cookie. Search marketing has been saved. SEM continues to deliver results on first party data. For now.”
Cookieless Marketing Demands Creative Content
While many see a cookieless future as something to mourn, we expect this move to push our industry forward in more creative and sophisticated addressable targeting.
Retargeting is a crucial tactic within driving contacts down the funnel and provides us with the opportunity to capture contacts who have not converted on their first engagement. It’s a means of nurturing contacts prior to passing over email details. A cookieless world will mean that first-touch prospecting campaigns will need to be more efficient and really perform. This comes down to outstanding creative and highly defined audiences and personas, so that exactly the right message to the right people lands first time. I see this being done through great creative and greater use of emerging ad formats that make people sit up and take notice. Facebook’s Canvas ads never really took off but I can see similar formats being used to provide a more immersive experience.
The lack of retargeting and a need for first time conversion will place a greater emphasis on a fair exchange of data to drive ongoing email nurture activity. With an inability to remarket with a different asset, businesses may need to offer more at the first port of call to drive conversion. The future may focus on signing up for wide-reaching content hubs as opposed to single asset lead gen. Combining this with standout creative will aid lead gen to get that all important email data.”