End of third-party cookies. 6 strategies that marketing professionals cannot neglect – Meios & Publicidade

Announced by Google in 2020, the end of third-party cookies was only put into practice at the beginning of 2024. In this transition phase, the progressive elimination of information collected through searches to safeguard consumer privacy implies a paradigm shift in the way Companies collect, manage and use this data to optimize their marketing strategies.

“The transition to the cookieless era presents significant challenges, but also opportunities for companies that are willing to adapt and evolve. A holistic approach that combines advanced analytics, customer experience and solid privacy practices is critical to effectively activate data in this new context and create strong, trusting relationships with customers”, argues Jakala, an Italian company specializing in marketing. technological.

According to the company, there are six strategies that marketing professionals cannot neglect in this transitional phase to optimize the promotional strategies they develop and put into practice, initiatives that also aim, in many cases, to improve the consumer experience:

1. Greater focus on first-party data

Internalizing the paradigm shift is fundamental. “Without third-party cookies, first-party data becomes more valuable than ever. Companies should focus on collecting and managing data directly from their customers through interactions across their digital assets and communication channels. This implies the tactical use of creative ways to capture data, such as creating accounts, contact forms and recording preferences”, advises the company.

2. Adoption of alternative identification technologies

As cookies lose relevance, alternatives emerge that brands must know how to take advantage of. “It is essential to explore new identification solutions that allow us to continue tracking and targeting effectively. This is the case with solutions such as fingerprint, email-based identification and cookie-free identification technologies that use aggregated and anonymous data to maintain user privacy”, indicates Jakala.

3. Context-based personalization

It’s another recommendation. “Instead of relying solely on individual browsing data, companies can take a context-focused approach to personalization, which involves analyzing users’ behavior and preferences based on interaction, such as location, device used or phase of the customer life cycle. By understanding the context, companies can provide more relevant and personalized experiences without compromising user privacy”, he guarantees.

4. Predictive analysis and data modeling

These solutions play a crucial role in effectively activating data in the cookieless era. “By using predictive analysis and data modeling techniques, we can identify behavioral patterns, predict future preferences and target users and customers with greater precision, without relying on third-party cookies, which allows for more effective personalization and continuous improvement of customer experience”, assures the Italian company.

5. Strengthening AI and automationtizadog

There has never been as much talk about artificial intelligence (AI) and automation as there is today. “Their use cannot be underestimated because these solutions allow companies to process large volumes of data efficiently, identify patterns of behavior and user preferences and automate personalization and segmentation processes without relying exclusively on third-party cookies, which enables them to improve the accuracy of analyses, optimize the customer experience and ensure compliance with data privacy regulations”, he says.

6. Ensuring transparency and consent

Customer trust is fundamental and should never be compromised. “Companies must prioritize transparency in the collection and use of data and obtain clear and explicit consent before collecting any personal information, which involves providing clear, easy-to-understand options for how data is used and allowing users to control their privacy preferences”, emphasizes the Italian technology company.