Google Cookie Policy Shifts Focus to First-Party Data
August 12, 2024
With more consumers opting out of data collection, businesses must get creative to reach key audiences.
You may have had an experience like this: You visit Nike.com and view a pair of Air Force 1 shoes you’re thinking about buying. Later, you see an Instagram ad featuring the same pair of shoes. This is the magic of cookies.
Digital cookies are small bits of data storing information about users’ browsing activity and preferences. This data is then used to personalize online experiences. But cookies can be a privacy vulnerability, making it easier for cybercriminals to access saved passwords, compromise account information and spread malware.
Previously, Google was planning to kill cookies entirely. However, the ad giant recently announced it’s putting the responsibility in consumers’ hands to opt out of tracking. These policy swings have put companies in limbo, wondering if they’ll still be able to reach key audiences.
Candor Senior Digital Strategist Emma Tucker offers insights into how businesses can target audiences despite increased privacy restrictions.
Consumers are increasingly opting out of cookies — how does this impact businesses’ advertising strategy?
It’s becoming more challenging for advertisers to target users. Cookies allow us to follow users’ behavior patterns across websites to see what content they engage with and where they spend their time.
For example, we often serve ads to individuals who have been to our clients’ websites, like the Nike example. With more people opting out of cookies, this makes retargeting a challenge.
Businesses will need to rely more on existing customer data to understand the behavior of their target audiences and what messaging resonates with them.
How can businesses focus on collecting their own data, so they aren’t overly reliant on third-party data from cookies?
A great way for businesses to gather first-party data is through form submissions. Any chance to get consenting users’ information is the best bet for reaching people who want to hear from a business again.
For example, we’ve created white papers users can download to learn more about a business’s offerings. Instead of giving this information away for “free,” users must input their contact information before downloading. This creates a pool of interested people and first-party data we can use to retarget people with other ads.
Other options to gather first-party data include asking for personal information to enter contests, access discounts or receive newsletters.
What are some ways a business can use first-party data to supplement reduced insights from cookies?
Cookies aren’t going away completely! But with more consumers opting out, we recommend pairing insights from cookies with insights from first-party data to get a more complete picture.
For example, we frequently create surveys for our clients’ existing email lists to better understand what type of content is desired by their audiences. Survey respondents can indicate things like preferred platform, content themes and frequency of communication.
When a business uses first-party data to gain insights, it has more control. This approach helps companies correct preconceived assumptions about their audiences so they can serve them more effectively, now and in the future.