At the dawn of the cookieless era, the digital marketing is undergoing a radical transformation. Concerns about privacy and changing regulations have prompted industry players to rethink their data collection and advertising strategies. So this is the opportunity to revolutionise your digital marketing!
In this context, several approaches are emerging: contextual targeting and semantic targeting. At the same time, Google’s evolution, with the end of third-party cookies and the introduction of the Privacy Sandbox, offers a new path for privacy-friendly digital marketing.
It’s not easy to find your way around this new cookieless era, which is why we’ve brought together relevant schemes to help you see things clearly!
Google and the end of third party cookies
Google has announced the end of thris-party cookies by 2024, causing an earthquake in digital marketing. The decision follows a growing awareness of privacy concerns and the collection of users’ personal data.
However, Google is offering an alternative called Google Privacy Sandbox!
Privacy Sandbox: Google’s answer to the cookieless world
The end of third-party cookies means that advertisers will no longer be able to track users across websites to target their ads. However, Google’s Privacy Sandbox introduces privacy-based techniques that preserve users’ anonymity while allowing them to deliver targeted advertising.
Google’s Privacy Sandbox is based on the use of techniques for processing data on the user’s device, rather than sending it to remote servers. These approaches, which focus on the protection of user data, mark a turning point in the online marketing industry.
However, marketers will have to adapt to these methods, which focus on the context and aggregate users’ behavior, rather than on individual data.
After years of relying on third-party cookies, cookieless marketing is proving to be a real challenge!
Yet this is an opportunity to do things differently, while respecting users’ privacy and guaranteering a secure online experience.
SSO: a solution form the cookieless world
In today’s digital world, Single Sign-On (SSO) is a solution for simplifying the user experience while strengthening security.
SSO allows users to access applications and websites using a single set of login credentials. This approach reduces the need to remember multiple passwords, making users’ life easier.
From a marketing perspective, SSO offers opportunities to help optimising advertising campaigns and understand the users’ behavior.
With SSO, users can share credentials with third-party platforms, providing access to demographic and behavioral data.
By using this information, you can personalise your advertising according to users’ preferences and interests. You can also create relevant and attractive messages!
targeted data: the future cookieless through segmentation
In the cookieless era, where user privacy is a major concern, contextual and semantic targeting enable data to be segmented by analysing a web page and the associated keywords. This method is the response to the disappearance of third-party cookies.
Contextual targeting
By analysing the keywords, you can place your adverts in a relevant way, ensuring that they reach an audience with an affinity with the content.
This approach enables companies to maintain advertising effectiveness while respecting users’ privacy concerns. Indeed, no personal data is required for targeting. This makes it an indispensable strategy today.
Semantic targeting
Semantic targeting takes into account the meaning and intent of the words used in content. Thanks to machine learning algorithms, you can analyse the semantic of a text and understand the nuances between the words used.
This enables advertisers to target their advertising based on key concepts and users’ search intentions, rather than relying on cookies and personal data.
In this way, semantic targeting offers a subtle and precise approach to reach users interested in a subject, while preserving the data confidentiality.
Beyond third-party cookies: the power of first-party data
As restrictions on third-party cookie increase, advertisers need to rethink their data collection strategies to continue to target their audiences. This is where the collection of first-party data takes on its meaning.
By focusing on information provided by users, you can build a relationship and obtain data for personalising the experience. First-party data collection offers an advantage, as it is based on consent and provides an understanding of preferences.
First-party data collection is a strategy in this cookieless environment, enabling to continue to collect data from users, while strengthening the relationship with them.
Conclusion
In conclusion, the advent of the cookieless world has propelled online marketing into an era of change and adaptation.
Contextual and semantic targeting offer approaches to reach consumers without the use of third-party cookies, by focusing on the relevance of content and the meaning of words.
Google’s initiative to put an end to third-party cookies and the introduction of the Privacy Sandbox offers you opportunities to deliver targeted advertising while preserving the user’s’confidentiality.
However, it is crucial that these developments are accompanied by an ethical approach that respects privacy. Not only to comply with the regulations, but also to strengthen the bond with its consumers.
You’re now ready for the cookieless era! Now it’s up to you to revolutionise your digital marketing strategy.
