The cookie has finally crumbled.
Not the moist chocolate chip kind, but third-party cookies! – the digital crumbs used to track website visitors, improve the user experience, and collect data for businesses to run targeted advertising.
The anticipation of the demise of third-party cookies dates as far back as 2013 when browsers like Safari and Firefox banned them. However, when a major player like Google takes this step, as the browser commands more than 60% of the global web browser market share, it sends ripples to the marketing industry.
While Google announced the end of its support of third-party cookies in 2020, the phased rollout, starting with 32 million users earlier this year, necessitates an urgent change in how businesses understand, reach, and engage with their audiences.
For years, we’ve been humming the tune of phasing out third-party cookies, and now that the day has finally arrived, coupled with the heightened era of privacy consciousness brought by GDPR (General Data Protection Regulation), what changes can businesses and marketers expect? How can they prepare for Google’s total shutdown of third-party cookies?
The answer lies in the collection and activation of First-party data! – using tools like Terragon’s Marketing Cloud (TMC) which offers:
Beyond the above, first-party data is more effective at driving better business outcomes. In fact, according to a Boston Consulting Group study, marketers who use first-party data generate nearly double the revenue from a single ad or placement.
This is exemplified in the journey of a leading beverage company faced with the challenge of adapting to a cookieless world. They needed a robust customer database to understand their customers better, deliver personalized ads, boost customer lifetime value, and prevent customer churn without third-party cookies. By leveraging TMC, they gathered data from over a million profiles, enabling direct engagement with customers on mobile, both online and offline. This approach enabled them to send relevant messages and product recommendations to the right customers at the right time, all while ensuring compliance in the cookieless environment.
As seen above, some businesses and marketers have begun to leverage innovative solutions like TMC to position themselves for success while others risk being left behind. In the face of the cookieless era, winners innovate, adapt, and lead change, and Terragon provides the blueprint for thriving in this new landscape.
Ready to navigate the cookieless future? email marketing@terragonltd.com
