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How can advertisers prepare for the end of third-party cookies?

Google plans to stop using tracking cookies by 2022

As we continue into 2021, advertisers are battling with the question of how they can prepare for the end of third-party cookies.

Let's start with what is a cookie?

A cookie is a method of websites storing information about you so that when you revisit a website it can recognise you as a returning user.

It is a small text file that gets dropped onto your computer or phone when you visit a website. Cookies have a range of purposes, many of which are crucial for running a good website. These include remembering when someone has logged in, or remembering what products are in a shopping basket.

For marketing purposes cookies are an important part of delivering personalised customer experiences, whether that’s through audience profiling, retargeting, or analytics and measurement.

As we continue into 2021, advertisers are battling with the question of how they can prepare for the end of third-party cookies.

What’s happening with cookies?

A lot has already been happening with cookies and is set to in the next year or so. The below details the approach taken by the top search engines:

How are consumers feeling about this?

For the most part, consumers want personalised experiences with brands to continue. In fact, around 71% of consumers feel frustrated when a shopping experience isn’t personal and 80% are more likely to purchase from a brand that provides tailored experiences.

Around 72% of customers will only engage with marketing messages that are personalised and tailored to them. However, in the wake of data scandals such as Cambridge Analytica users are becoming more aware of and opposed to data practices.

What does this mean for marketers?

The big question for marketers is what this means for their established ways of working. Can they survive in a cookie-less future? How will this impact their advertising ROI? In our essential guide, we explain what the immediate future may hold for advertisers and detail four potential solutions.

Download now to understand how you can prepare for the end of third-party cookies and start building your strategy today.

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