A recent change in internet browsers that blocks third-party cookies is causing headaches for brands who rely on tracking user data. Third-party cookies are used by many websites to track users' activity across different domains, but the new browser settings now block these cookies by default. This means that brands must find other ways to track user behaviour and measure conversions. In this blog post, we will discuss the implications of this change and how brands can adapt to it.
What is Third party data and why do brands use it?
Third party data is information that is collected by one entity about another entity. In the case of online advertising, it is data that is collected by a website about its visitors. This data can be used to track user behaviour and measure conversions.
Many brands use third-party data to target their advertising. For example, if a brand wants to target people who live in a certain city, they can use third-party data to find out which websites their visitors have been visiting. This data can also be used to measure the effectiveness of advertising campaigns.
What are the implications of the change in browser settings?
The change in browser settings is causing brands to lose access to this valuable data. Without third-party data, brands will have a harder time targeting their advertising and measuring the results of their campaigns. This could lead to less effective marketing and lower ROI for marketers.
How can brands adapt to this change?
There are a few ways that brands can adapt to this change. First, they can focus on first-party data, which is data that is collected directly from customers. This data can be used to create more targeted and personalised advertising. Additionally, brands can use interactive content to collect data about their visitors. Interactive content is a type of content that encourages users to interact with it. This interaction can be used to collect valuable data about users' interests and behaviour. Finally, brands can use interactivity for unobtrusive data collection methods to track user behaviour without invading their privacy.
When are cookies being phased out?
The change in browser settings is already underway. Safari and Firefox have already blocked third-party cookies by default, and Google plans to do the same with its Chrome browser in 2023. This means that brands need to start thinking about how they will adapt now.
How to use personalised ads to help with this.
Even though third-party cookies are being phased out, brands can still use personalised ads to target their audience. Personalised ads are created using first-party data, which means they are more targeted and relevant to the user. Additionally, personalised ads can be interactive, which allows for unobtrusive data collection. This type of data can be used to track user behaviour and measure the effectiveness of advertising campaigns.
In conclusion, the change in browser settings is causing brands to lose access to valuable third-party data. However, there are a few ways that brands can adapt to this change. First, they can focus on first-party data. Second, they can use interactive content to collect data about their visitors. Third, they can use interactivity for unobtrusive data collection methods. Finally, they can use personalised ads to target their audience.
What do you think about this change? Are you worried about how it will affect your marketing efforts? Let us know in the comments below.
Check out some of our other blogs to learn more about how to use interactivity within your strategy: https://www.interflixmedia.com/blog