The death of the Cookies It is undoubtedly the data protection revolution in the digital environment. The facts that have limited the information collected through cookies, such as Intelligent Tracking Prevention (ITP) in Safari, the complete elimination of third-party cookies in Chrome by 2022, and the iOs14 as the most secure operating system to date; has kept the entire digital advertising industry in check.
2022 is the year in which Google Chrome removes third-party cookies worldwide, an action Safari and Firefox have already taken. With these three browsers, we already cover almost 100% of the most popular browsers in Chile and Latin America. But what are third party cookies? They are the ones that enable us to learn information about users such as their behavior on the web or their interests. In addition to personalizing advertising, thanks to them we basically get a user profile.
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Why should this matter to all of us who work in digital marketing? This is the most common question I’ve been asked when discussing cookies with customers. The problem is that as a subject with such a technical background it becomes complex to understand the scope this will have in our disciplines. Firstly, my answer is simply, “A lot of what we do in advertising is based on cookies, which means that what we know will no longer be”, as simple and complex as that.
Now when I tell you that the most common tactic used to improve website indicators is the famous “Remarketing”(Personalized advertisements for users who have previously visited a website) will it no longer exist, or at least will it no longer exist as we know it? That is enough material to confuse the heads of e-commerce and all of us who advise on the matter.
Well, this implies that the saying or cliché we should be data driven, let’s really put it into practice. The question is, what data do I use if I no longer have the data that helped me decide which message to show my audience? since the domination of the data comes from the first source, ie one’s own data. If the big brands don’t have a data collection strategy, build the infrastructure behind it, this year, they won’t run non-cookie based advertising tests. They do not investigate any measurement alternatives to get the actual results of the marketing efforts. They all lose competitive advantage, and worse, they lose relevance to the end customer.
The good news is that Google, based its whole greatness on advertising revenue, has prepared for this new paradigm and announced some solutions to it, called the Privacy Sandbox – I’m fair, this is not all about Google, but it is Result of the cooperation between different expert areas in the digital world. Imagine this scenario being so diverse and complex that it has caused competitors to work together to find solutions to this, and I’m going to tell you a little about two advertised alternatives in the midst of others.
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FLoC (Federated Cohort Learning) is a clustering algorithm that allows us to hide the user from the crowd. That is, we don’t have a user profile like we do with third-party cookies, but we can see groupings with certain characteristics that allow us to understand them and aim to stay relevant. According to the tests carried out, Google ensures that its effectiveness is 95% compared to the already known advertising and is based on cookies. Very promising, but still being tested.
On the other hand, FLEDGE, a solution that is supposed to offer an alternative to what we know today as remarketing. It is a renamed and improved product from the former turtledove, which stores information about campaign offers and budgets. It is currently expected that the API will be available by the end of this year and that the data can be hosted on its own trusted server.
These paths, which focus on the Google Chrome browser, are alternatives offered by the advertising giant. However, there are other paths as well, e.g. B. Cookie Authenticators. That is, they turn the user into an ID and enable them to maintain fluid and relevant experiences. Respect for privacy.
Well, the invitation is for you to dare to generate tests, to challenge your suppliers and to put the problem on the table that we all learn together to break new ground.
The one who takes the initiative now will be the one who will have the advantage in the following year, when everything starts over under a new paradigm.