{"id":18494,"date":"2023-11-30T16:23:27","date_gmt":"2023-11-30T15:23:27","guid":{"rendered":"https:\/\/trilogi.com\/blog\/ecommerce-and-digital-marketing-in-2024-how-to-do-marketing-without-cookies\/"},"modified":"2026-10-23T18:20:31","modified_gmt":"2026-10-23T16:20:31","slug":"ecommerce-and-digital-marketing-in-2024-how-to-do-marketing-without-cookies","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/ecommerce-and-digital-marketing-in-2024-how-to-do-marketing-without-cookies\/","title":{"rendered":"eCommerce and digital marketing in 2024: how to do marketing without cookies"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong><em>Cookieless<\/em> digital <em>marketing <\/em><\/strong> is a reality heading into 2024. Google\u2019s Chrome browser blocking third-party <em>cookies<\/em> opens up uncharted territory and makes it necessary to rethink<em> marketing strategies.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A digital world without <em>cookies<\/em><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This announced change means greater user privacy and, although it was already in place in browsers such as Safari and Firefox, <strong>its arrival in Chrome means it will affect 70% of internet users<\/strong> worldwide.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The change will only affect so-called third-party <em>cookies<\/em>, that is, those from <strong>providers external to the page, which typically use them to gather data and statistics<\/strong>. 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\u2019s success or filter who we target with our ads. But with their removal comes the big question: <strong>how do you do<em> marketing<\/em> without <em>cookies<\/em><\/strong><em>?<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google Ads and Consent Mode<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To roll out this new form of privacy, Google has created what is known as Consent Mode. Let\u2019s not forget that <strong>the internet giant is one of those collecting this data for services such as Analytics and Ads<\/strong>. In other words, it has created its own loophole to keep collecting user data for conversion tracking and traceability.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the user rejects this mode, their data is still collected,<strong> but anonymously<\/strong>, 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\u2019t know who they are and won\u2019t be able to try to recover the purchase.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Digital <em>marketing<\/em> strategies without <em>cookies<\/em><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the main areas affected in <strong>digital <em>marketing<\/em> strategies without third-party<em> cookies<\/em><\/strong> 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:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>First-party <em>cookies<\/em><\/strong>: These will keep working, and now is the time to make the most of them. We\u2019ll need to collect more data on our website by creating quality content that helps us generate <em>leads<\/em>.<\/li>\n\n\n\n<li><strong>Website optimization<\/strong>: Our site needs more and more authority. SEO and <em>backlinks<\/em> become more important for reaching users.<\/li>\n\n\n\n<li><strong>Predictive models<\/strong>: We need to bring in <em>machine learning<\/em> to fill the gaps and create a realistic<em> buyer persona<\/em> that makes up for the missing information.<\/li>\n\n\n\n<li><strong>Contextual targeting<\/strong>: Where the user is matters more than who they are. Ads can be placed in spaces related to our business.<\/li>\n\n\n\n<li><strong>Interactive content<\/strong>: Interaction is key to getting more data. If you offer users something different, they\u2019ll be more willing to share information.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">By focusing on these areas, we can keep applying profitable strategies for the business. And we mustn\u2019t forget <strong>Google\u2019s tools: its consent mode will help it build a large database <\/strong>that will enable strategies through its new PMax tool.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To do this, we\u2019ll need to<strong> integrate tracking APIs into our website<\/strong> to keep measuring conversions. Getting data becomes harder for the user\u2019s benefit, but strategies that remain effective can still be developed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The arrival of <em>cookieless <\/em><strong>digital <em>marketing<\/em><\/strong> 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. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cookieless digital marketing is a reality heading into 2024. Google\u2019s 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 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":16906,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2507],"tags":[],"class_list":["post-18494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>eCommerce and digital marketing in 2024: how to do marketing without cookies | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"That\u2019s the big question. What now? Finding the right users will be harder, but there are alternatives. We cover them in this post.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trilogi.com\/blog\/en\/ecommerce-and-digital-marketing-in-2024-how-to-do-marketing-without-cookies\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"eCommerce and digital marketing in 2024: how to do marketing without cookies | Blog Trilogi \u2013 The Digital Agency\" \/>\n<meta property=\"og:description\" content=\"That\u2019s the big question. What now? Finding the right users will be harder, but there are alternatives. 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