Digital Marketing

What Post-Cookie Digital Marketing Looks Like?

What Post-Cookie Digital Marketing Looks Like?
Better or worse - learn what the future holds for post-cookie digital marketing, which was once its go-to tool.

Have you noticed the prompt to accept “cookie policy” whenever you visit a website these days? They weren’t a necessity before until, recently. After Google’s explicit announcement of phasing out third-party cookies and governments’ relentless efforts to tighten user privacy, the ban of cookies is en route. But, without cookies, how will marketers continue with their ad practices? What will post cookie digital marketing look like; is it even possible?

Cookie – also known as browser cookie, web cookie, and Internet cookie – is a small piece of code that gets stored on your browser when you visit a website. So when you revisit the browser, it shows you pages/items you’ve explored the last time when you were on the site. 

In the world of digital marketing, cookies have an important role. With their eventual demise, the rules of tracking will change. As the tech world prepares for the inevitable, there is one question common to all marketers and advertisers – how to do post-cookie digital marketing? 

Let’s get some answers.

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Will it leave a vacuum for advertisers?

Not certainly. There is now decades of data of user behavior which advertisers can use. Moreover, this can also be the return of contextual advertising.

Contextual advertising is a form of targeted advertising system that returns ads to the webpage based on the keywords typed by the user during her/his search.

Also, Google says independent ad tech can operate according to their own cookie footprints within the platform. How much of that independent ad tech would work with Google is again subject to question. For a platform that is ready to depreciate its own use, depending on them might not be very fruitful. 

Advertisers of today will need to construct a new path that rises above the cookie-filled digital ecosystem and is privacy-preserving if they want the same results from their digital marketing campaigns. 

David Temkin, Director of Product Management at Google wrote in a post, “People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising. And advertisers don’t need to track individual consumers across the web to get the performance benefits of digital advertising.”

The advent of trending technologies in digital marketing

They say that powerful AI barely needs anything at all. 

AI is transforming various industries right now. If it can help various industries in achieving their complete potential, why not digital marketing. With the concepts of machine learning, analytics, big data, and artificial intelligence, marketers have the opportunity to completely reshape the domain from how you currently see them.

Relevance or privacy?

The crumbling of cookies clearly expresses the changing general perception towards it. What initially began with the motive to give users a better online experience has become one of the most exploited resources of all times. 

Believe it or not, the post-cookie digital marketing world might not be as bad as it seems – it may turn out to be a boon for many. Advertisers can now stop over-relying on cookies, something that has become an industry obsession. Data providers can stop worrying about data misuse and be more defensive of their consumer data. And finally, the industry will see more innovation and evolution that it has seen in the last 10 years as a result of the disruption.

About the author

Suraj Jaiswal

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