The demise of third-party cookies will undoubtedly create obstacles for audience targeting, but it’s also an opportunity for artful advertisers to establish stronger data practices.
Audience Targeting without Third-Party Cookies
Companies should be more excited than alarmed about this change. While blocking third-party cookies might present a roadblock for now, it’s also an opportunity. With more focus on identity alternatives, brands might actually find themselves better equipped for audience targeting and procurement.
The coming cookie phaseout puts pressure on marketers to redesign their strategies to better target their audiences. Third-party data hasn’t ever been perfectly baked right out of the oven. The quality depends on the data provider’s strategies, procurement, management and retention of that data. Collaborative providers help advertisers scale their audiences quickly.
Healthy Substitutes for Cookies
An established option for advertisers seeking cookie alternatives are publishers’ walled gardens (in which businesses offer content in return for first-party data.) It’s possible to find publishers with audiences that strongly align with your own client base or other target. As these sources have first-party data that is generally authenticated, they’re an accurate source of modeling data to build campaign reach.
These days most B2B purchase decisions start with online research and online content. Hence, more marketers are actively exploring contextual advertising around research topics and behavior as an alternative for cookie-based targeting.
There’s still time for a smooth transition from cookie dependency, yet one shouldn’t wait. As you explore new methods to deliver messages to audiences, strategies like these offer starting points for your journey.
Consider Second-Party Data
Second-party data is basically another brand’s first-party data. It can offer audience targeting for businesses in a hurry to replace third-party cookies. Second-party data is similar to that provided from publisher walled gardens.
This type of data can help businesses and account-based marketers identify individuals in a particular industry or those with a specific job title. Integrating second-party data with a broader digital marketing strategy allows lookalike modeling and provides a foundation for sequential messaging.
Implement MAID targeting
Mobile Ad ID (MAID) targeting is based on an anonymous identifier linked with the operating system of the user’s mobile device. MAIDs are often preferred for application targeting, as they’re privacy-compliant.
MAIDs are expected to grow rapidly as mobile and in-app use accelerate. In the U.S, users spend an hour more on mobile phones than on computers or laptops each day. They spend over 87% of their smartphone time in-app. The phase out of third-party cookies will certainly drive use of MAIDs.
One of the most potent features of MAIDs is the ability to track a user’s location. If a device is frequently used at an NBA stadium, you can infer the user is a basketball fan. One can also supplement MAIDs with deterministic or authenticated data to build a complete picture of the user, their relevant interests, and demographic information.
Note: The recent changes made to Apple iOs restrict this type of targeting. Verify the accuracy and precision of location data providers before engaging.
Where Audience Targeting Solutions Are Headed
The end of third-party cookies doesn’t mean the end of all digital strategies. You can expect solutions that offer audience segmentation with enhanced control for marketers and privacy protections for customers.
Some organizations are already working to build identity solutions that intensify audience targeting. These solutions aim to assemble user data such as email addresses in exchange for free content. These email addresses will further be assigned with encrypted IDs and sold on the bid stream to marketers.
A Positive Side to Identity Changes?
The third-party cookies phase out will undoubtedly shake up the marketing world, but that’s possibly a good thing. Cookies weren’t designed to be the backbone of digital marketing. Death of third-party cookies creates room for alternatives that deliver a better experience for both marketers and the target audience.
Marketers may obtain more granular control over who they send messages to and when. The buyer data is concealed with encryption and privacy protection tools. It isn’t hard to argue that it’s a win-win situation for all when we take out the cookie jar!
Using Data to Drive Revenue
Join fellow B2B marketers and sales teams at the True Influence Spring Summit on July 14. We’ve got an inspiring agenda with B2B marketing sales and data practitioners sharing their stories. See the agenda and learn who’s our celebrity guest!