Cookieless digital marketing is a reality heading into 2024. Google’s Chrome browser blocking third-party cookies opens up uncharted territory and makes it necessary to rethink marketing strategies.
A digital world without cookies
This announced change means greater user privacy and, although it was already in place in browsers such as Safari and Firefox, its arrival in Chrome means it will affect 70% of internet users worldwide.
The change will only affect so-called third-party cookies, that is, those from providers external to the page, which typically use them to gather data and statistics. They are very important for understanding how users respond to a given campaign and the path they take to purchase. Thanks to them, we can measure a strategy’s success or filter who we target with our ads. But with their removal comes the big question: how do you do marketing without cookies?
Google Ads and Consent Mode
To roll out this new form of privacy, Google has created what is known as Consent Mode. Let’s not forget that the internet giant is one of those collecting this data for services such as Analytics and Ads. In other words, it has created its own loophole to keep collecting user data for conversion tracking and traceability.
If the user rejects this mode, their data is still collected, but anonymously, so their journey can be tracked, but without the possibility of applying strategies such as remarketing. For example, the timestamp or referrer URL will be collected automatically, but without consent we won’t know who they are and won’t be able to try to recover the purchase.
Digital marketing strategies without cookies
One of the main areas affected in digital marketing strategies without third-party cookies is targeting. It will be harder to find the right users for our business, so distribution will be broader. But there are alternatives to improve and apply the right strategies:
- First-party cookies: These will keep working, and now is the time to make the most of them. We’ll need to collect more data on our website by creating quality content that helps us generate leads.
- Website optimization: Our site needs more and more authority. SEO and backlinks become more important for reaching users.
- Predictive models: We need to bring in machine learning to fill the gaps and create a realistic buyer persona that makes up for the missing information.
- Contextual targeting: Where the user is matters more than who they are. Ads can be placed in spaces related to our business.
- Interactive content: Interaction is key to getting more data. If you offer users something different, they’ll be more willing to share information.
By focusing on these areas, we can keep applying profitable strategies for the business. And we mustn’t forget Google’s tools: its consent mode will help it build a large database that will enable strategies through its new PMax tool.
To do this, we’ll need to integrate tracking APIs into our website to keep measuring conversions. Getting data becomes harder for the user’s benefit, but strategies that remain effective can still be developed.
The arrival of cookieless digital marketing means rethinking strategies. It involves a process of reorganization and trial and error with new ways of reaching users. Now is the time to prepare for this revolution.
