Third-party cookies have long been a staple of digital advertising, but as concerns about privacy and data security continue to grow, marketers are looking for alternative ways to target and track their audiences.
Most marketers indicate that their marketing efforts depend on third-party cookies to some extent! 👾👾👾
According to Hubspot, more than 50% of marketers are exploring alternative targeting solutions for their companies and are considering using social media for targeted ads as a replacement for third-party cookies. 😱
Here are five alternatives that marketers can use to gather data and target their campaigns:
- First-party cookies: First-party cookies are set by the website you are visiting and are used to track your behavior on that specific site. They are generally considered more privacy-friendly than third-party cookies, as they are not used to track your activity across multiple websites.
- Contextual targeting: Contextual targeting involves targeting ads based on the content of a webpage or app, rather than the behavior of an individual user. This can be a valuable alternative to cookies, as it allows marketers to reach specific audiences without relying on personal data.
- Audience segmentation: Audience segmentation involves dividing your audience into smaller groups based on common characteristics, such as demographics, interests, or behaviors. This can be done using first-party data, such as email lists or customer data, or through the use of third-party data sources. By targeting specific segments of your audience, you can create more targeted and relevant campaigns.
- Customer data platforms (CDPs): Customer data platforms are systems that collect and consolidate data from a variety of sources, including first-party data, third-party data, and offline data. By using a CDP, marketers can build a comprehensive view of their customers and create more personalized campaigns.
- User-level data: User-level data is data that is collected directly from individual users, rather than from cookies or other tracking methods. This can include data collected through surveys, forms, or other types of user interactions. By collecting user-level data, marketers can get a more detailed understanding of their customer's needs and preferences.
As concerns about privacy and data security continue to grow, it's important for marketers to explore alternative methods for gathering data and targeting campaigns. By considering options such as first-party cookies, contextual targeting, audience segmentation, CDPs, and user-level data, marketers can create more personalized and relevant campaigns that are less reliant on third-party cookies.
Privacy changes are making marketing budgets grow bigger! 48% of marketers say they've had to adjust their budget to keep up with the times, and 71% of them say they've had to increase it. More money, more fun! 🤑🤑