There have been many significant changes in the digital world in the past year. But amid all these changes, ad personalisation has perhaps been hit hardest. With the protection of consumers’ data becoming an increasing concern for consumers and brands, digital marketers are forced to adapt and find innovative tactics to continue delivering relevant ads without violating user privacy.
Just as marketers were getting used to legislative changes and Apple’s IDFA restrictions, Google announced that Chrome will block 3rd party cookies in 2022. It will be one of the most significant changes to the digital marketing ecosystem; hence businesses need to be aware of how heavily these changes will affect their plans and campaigns.
But what does this mean for personalisation?
Tailoring ads to consumer behaviour and interests aims to increase the chances of people interacting with those ads. Third-party cookies assist marketers in delivering these relevant ads. Without the ability to determine which audience is best for specific ads, brands will miss sales opportunities and inhibit new conversions. If cookieless solutions are not formed, markets will blindly spend in hopes of being on the path to conversion whilst relying on intuition in the hope of results. Consequently, moving into a world without cookies to guide us will constrain the effectiveness and the implementation of personalised ads.
Fortunately, technology companies such as Google and Facebook are currently working on solutions that allow companies to target relevant ads while adhering to current privacy policies that protect consumers. There are several tools currently being developed to solve this emerging challenge.
When cookies are finally phased out, marketers must be prepared. By evaluating the possible solutions and redesigning our data strategies, brands can find the best fitting personalisation proof practices and manage the changes associated with a cookieless world.
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