A Transformative Shift in Digital Marketing Begins:

The digital marketing landscape is undergoing a profound transformation, with third-party cookies facing imminent obsolescence. As of January 4th, 2024, Chrome has officially deprecated third-party cookies for 1% of its global user base.

Google Chrome’s phased rollout of third-party cookie deprecation signals a pivotal moment – the era of third-party dominance is fading, paving the way for a flourishing ecosystem powered by first-party data strategies. We’ve constantly reiterated that this isn’t a cause for alarm but an exciting opportunity to build a resilient data foundation.

Here’s your blueprint for success in this new data-driven frontier:

1. Building a Robust Data Foundation:

  • Conducting a Data Inventory:
    • Assess your existing first-party data assets. Identify data gaps and implement strategies to capture valuable customer insights across touchpoints like website activity, email interactions, purchase history, and loyalty program memberships.
  • Ensuring Data Quality:
    • Prioritise data accuracy, reliability, and accessibility. Invest in data cleansing and standardisation techniques to create a reliable, organised data repository for effective analysis and utilisation.

2. Embracing New Tracking Alternatives:

  • Leveraging Server-Side Solutions:
    • Move beyond browser-based cookie limitations by adopting server-side tracking solutions like server-side Google Tag Manager (ssGTM). This method allows secure, privacy-centric data collection within your own environment, granting you control and compliance.
  • Investing in Identity Platforms:
    • Utilise platforms like Unified ID 2.0 to connect customer data across platforms and devices without relying on third-party cookies. These platforms act as bridges, enhancing data versatility and enabling personalised experiences across the customer journey.

3. Redefining Targeting and Personalisation:

  • Shifting Focus to Contextual Relevance:
    • With individual identifiers fading, context becomes your guiding star. Analyse website content, user behaviour, and interests to deliver relevant, personalised experiences that resonate with your audience. It’s about understanding your customers’ preferences and tailoring your approach accordingly.
  • Prioritising Direct-to-Consumer Engagement:
    • Foster strong relationships with your customers through owned channels and loyalty programs. Encourage direct engagement, gather valuable first-party data, and cultivate a loyal community that fuels your marketing efforts. Think of it as building a self-sustaining data supply chain, cultivating valuable insights directly from your audience.

4. Empowering Your Data-Driven Team:

  • Investing in Data Expertise:
    • Equip your marketing and sales teams with the knowledge and skills to navigate the first-party data era. Provide training on data analysis, privacy-compliant practices, and effective targeting strategies. This empowers your team to become data analysts and strategists, extracting insights and driving data-driven decisions.
  • Breaking Down Silos and Fostering Collaboration:
    • Encourage data sharing and collaboration across departments. Marketing, sales, and IT should work together, pooling their expertise to unlock insights and maximise campaign effectiveness. Imagine a unified data team working in concert, amplifying the impact of first-party data strategies through collaboration.

5. Continuous Monitoring and Adaptation:

  • Data-Driven Decision Making:
    • Regularly track user behaviour and campaign performance. Monitor the impact of your first-party data strategies and adjust tactics based on real-time feedback. Data is your continuous feedback loop, ensuring you can refine your approach and optimise for success.
  • Embracing Ongoing Evolution:
    • The digital landscape is in constant flux. Stay updated on the latest privacy regulations and industry trends. Be prepared to adapt your strategies and experiment with new data-driven solutions. This agility is crucial for thriving in the dynamic future of marketing.

Partner with XPON to simplify the cookie complexity.

At XPON, we’re your trusted Google Marketing & Google Cloud partner, offering the expertise and tools to help you navigate the first-party data revolution. We can assist you in building a robust data foundation, embracing first-party data strategies and new tracking methods, and implementing effective targeting and personalisation strategies.

If you would like to discuss how XPON can support you further, get in touch with our team here.

Learn more from Ash Rane, XPON’s Global Director of Martech & Cloud

Video Transcript

[Tim Lillyman]
I guess my final question just for this Q&A today. So for cookie deprecation, it seems like there’s this scary time. There’s obviously a timeline attached, but there is still some time for businesses to react and adapt and get in place a first party strategy or something that’s going to help avoid the impacts of third party cookie deprecation. What can businesses do now to start to react and adapt to third party cookie deprecation if they haven’t already?

[Ash Rane]

Yeah, I think key here is there is no one fits all solution. Each website is going to be impacted uniquely because it depends on how that website and particularly is using third party cookies. We know there are certain platforms out there that rely on third party cookies and have already made the shift. A really good example is why Google moved from Universal and Alexa through Alex for however, the best first step is to really understand the impact your own website.

So conducting a third party cookie audit is something that going to be critical to then pinpoint, okay, where are our vulnerabilities? What from our perspective will not continue to function when that 4% rollout begins? And so once you understand what reliance’s your website and assets have on those third party cookies, you can then start putting together a formula or a plan or strategy to really leverage the alternative solutions to moving off that are cookies.