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Exclusive: Cookieless Marketing: How to Adapt Your Marketing Mix

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Cookieless Marketing: How to Adapt Your Marketing Mix

#Cookieless #Marketing #Adapt #Marketing #Mix

For years, marketers have relied on cookies, or little data files that contain personal identifiers, for user targeting and marketing measurement. 

Increasing consumer demand for privacy and data protection is rendering many traditional digital marketing strategies useless. Luckily, you have some extra time to adapt your strategic mix for cookieless marketing since Google pushed its third-party (3P) cookie phaseout to mid-2023.

However, if you don’t act soon, you’ll face a measurement blackout or the inability to gauge the effectiveness of your campaigns, which makes it nearly impossible to prove marketing’s contribution to revenue. 

But take heart. Once you’ve learned how to market effectively in a cookieless world, you’ll discover that many of the hyper-targeted, 3P cookie-based approaches you paid AdTech platforms handsomely for weren’t very effective after all.  

So let’s talk about getting your mix right for the cookieless future. But first, let’s do a quick 3P cookie review. 

What is a third-party cookie? 

Third-party cookies are set by a third party AdTech and publisher platforms, for example, via code placed on the web domain by the domain owner. Any website that loads the third-party server’s code can access the cookies’ data, including users’ browsing history and personal data like age, location, gender, and more.

Marketers and advertisers use this information to deliver ads relevant to the user. An example is a timely Facebook ad for a product you’ve been researching during browsing sessions.

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Going “cookieless” refers to a marketing approach that is less reliant on third-party cookies and uses other more transparent, privacy-centric tactics to target customers instead. 

How does going cookieless impact user experience?

Whenever you visit a website, it will store at least one first-party cookie on your browser to remember your basic activity. That isn’t going to change unless you explicitly reject all cookies during your first visit. 

Third-party cookies follow you around the web for retargeting purposes, helping brands lure you back to their sites to make a purchase. For example, if you visit a travel site that has ads from multiple hotels and attractions, each could create its own third-party cookies. The platforms behind these ads can track your activities across the web and ensure their ads appear on other sites you visit.   

While retargeting ads like a well-timed, hyper-relevant Facebook ad can be unnerving, you might like the personalization and that extra reminder to make a purchase. But once cookieless digital marketing becomes the norm, you won’t have the timely, customized user experience you’re accustomed to. Instead, your experience will depend entirely on how the site owner has adapted to a cookieless world.

How do data-driven marketers thrive without cookies?

There are some concerning statistics and assumptions about what’s in store for publishers who have relied on 3P cookies. For instance, Google ran an experiment projecting the average publisher’s revenue would plummet by 52%.

That doesn’t necessarily spell trouble for everyone; it presents an opportunity to explore tactics that don’t rely on third-party cookies. 

Those who succeed in a post-cookie world will prioritize first-party data collection and stewardship while promoting consent-based marketing transparency.

In other words, marketers will return to basics as the message and creative take center stage once again. They’ll learn about their audience through the information they collect themselves and optimize channels with the broadest appeal. 

What happens if you do not embrace cookieless marketing?

It’s understandable if you’ve relied on third-party data to explain consumer behavior across the different channels and elements that make up your marketing strategy – 83% of marketers still do. 

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But if you don’t embrace cookieless marketing, you’ll be in the dark when third-party cookies are disabled. You won’t know what your prospective customers want or what they’ll respond to, and you’ll be stuck serving up the same content to everyone, no matter where they are in the customer journey. 

This predicament is known as measurement blackout or the inability to quantify the impact of your marketing efforts. Marketing measurement is crucial for marketing ROI and determining which campaigns are worth reinvesting in. 

How to prep for cookieless marketing

Unfortunately, adopting cookieless marketing isn’t as simple as flipping a switch. Instead, it demands creative innovation, new technology, and maybe a whole new organizational approach to data management. 

Tracking and measuring without cookies

Once cookies are deprecated, the granular measurements you’re used to will shift to broader tactics to support holistic, multichannel measurement strategies that respect consumer privacy. 

Walled gardens

Companies like Google, Amazon, and Facebook operate within highly monetized “walled” gardens. So, naturally, the more you leverage these platforms, the less you understand your customers and their journey.

While it’s important to advertise in these spaces, they aren’t the only game in town. A balanced and healthy marketing mix that provides more transparency is the better approach.  

Data standards and metadata management

You’re going to be collecting more one-party data to compensate for the loss of third-party cookies. Therefore, data standards and metadata management are vital for maximizing its value and gaining insight into your customers’ journey. 

Source: Claravine

A common set of data standards will ensure everyone speaks one data language and uses a shared approach to storing, sharing, and interpreting data. In addition, metadata management will organize your growing data stores, making information discoverable for analytics-based decisions and marketing measurement.

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The new experience for advertisers and publishers

The cookieless future isn’t all bad for advertisers and publishers — so long as they evolve and leverage other data types and cookieless tactics.

For instance, they can use weather, context, and location to deliver relevant ads to consumers, or they can apply predictive analytics to determine how likely a consumer is to take action. And with artificial intelligence constantly improving, AdTech platforms can fill in the gaps once filled by cookies.  

The leading marketing alternatives to third-party cookies

Cookieless digital marketing doesn’t mean you have to fly blind or revert to Mad Men-era tactics, but it does involve a broader, less granular approach to marketing. Thankfully, you have plenty of viable options to display relevant ads. 

First-party data and cookies

First-party data is firsthand information about your prospects and customers, such as email addresses, purchase history, demographics, and more. It’s highly accurate because you collect it yourself. 

First-party cookies are automatically stored on users’ devices by the websites they visit. While recognizing returning users and their preferences is their primary function, they also help site owners perform analytics and build digital advertising campaigns.

The importance of first-party data in a post-cookie world cannot be overstated – your success depends on it. If you leverage it effectively, you can correlate touchpoints with confidence and generate a 360-degree view of your target audience.

User consent for first-party cookies

However, you can’t just store or access information on users’ devices without consent. You’ll need to display a cookie banner (also known as a cookie notice) on the user’s first visit, set up a cookie policy, and give the option to opt-in.

Make it clear that accepting certain cookies allows you to retain information like login credentials, settings, and favorites and provide a more seamless checkout experience. 

Zero-party data

While zero-party data is arguably the most valuable of all data types, it’s also the hardest to obtain. There are many ways to collect it, but it is entirely up to the user to provide it.

Whether you ask questions during a registration process, ask for preferences for email marketing, or conduct social media polls, zero-party data helps you provide a more personalized experience to fuel long-term customer relationships. 

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Contextual advertising

Contextual advertising places ads based on the page content through keyword- and topic-based targeting instead of tracking the user. For example, if a user searches for a pumpkin pie recipe, you could show your ad for whipped cream dynamically.

This creates personalization without infringing on privacy and ensures brand safety by giving you control over the content you’ll appear alongside. 

Cohort marketing

Cohort marketing involves segmenting your audience into smaller groups (cohorts) with similar characteristics, experiences, and propensities. Cohort analysis improves your marketing performance by identifying what unites users who take similar actions and then designing your campaigns accordingly.

Data clean rooms

Data clean rooms are secure software platforms that allow parties to share and match user-level data without revealing raw data or personally identifiable information (PII). They enable advertisers and brands to analyze performance and run attribution for targeted, privacy-friendly advertising campaigns. 

Browser APIs

Browser APIs like Google’s proposed Topics API offer cookie-like insights by identifying topics of interest based on users’ browsing habits. Websites that opt-in to Google Topics can display personalized ads based on what Chrome identifies as a user’s top interests over three weeks. 

For instance, if a user’s browsing activity during Week 1 was dominated by visits to sites that sell ski equipment, their topic might be “Outdoor Recreation.” Likewise, different topics such as “Live Music” and “Books & Literature” might be chosen for weeks 2 and 3, assuming that reflected their browsing habits.

While browser APIs enable you to leverage interest-based marketing, your success depends on willing users as they’ll have control over their topics, including the ability to turn them off altogether. 

Universal IDs

Universal IDs (UID) are single identifiers that recognize a user across advertising platforms allowing publishers to display relevant ads without cookie synching. Some options have a third-party component and will need to adapt to using first-party data (i.e., CRM) and offline data once cookies are deprecated. There are several promising UIDs to consider depending on your needs, including Unified 2.0, ID5, Panorama ID, and more. 

Marketing mix modeling

Marketing mix modeling (MMM) uses past performance data to provide insights into marketing techniques and allows you to understand trends such as holidays, seasonality, brand equity, and more. When granular details about the buyer’s journey aren’t available, MMM provides a broader picture and a way to answer simple questions, such as: What happens to sales if I increase my Facebook ad spend by a certain percentage?

Cookieless marketing success hinges on unifying all your marketing data

Finding the optimal mix of cookieless marketing tactics to reach your audience isn’t going to be easy or quick. But to compete in a cookie-free world, you must get it right. 

Those who excel at cookieless marketing will have something important in common: they’ll have processes, procedures, and tools firmly in place to unify and manage their data across their marketing ecosystem. In addition, by making data a strategic priority, they’ll be able to understand marketing effectiveness and ensure their Marketing operations tech stack is efficient, profitable, and cookieless-future proof. 

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Want to learn more about a strategy that doesn’t involve third-party cookies? Check out our quick guide on contextual targeting.


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Exclusive: Small Businesses Are Facing Crippling Amounts of Paperwork. It'll Likely Only Get Worse – TalkOfNews.com

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Small Businesses Are Facing Crippling Amounts of Paperwork. It'll Likely Only Get Worse

#Small #Businesses #Facing #Crippling #Amounts #Paperwork #It039ll #Worse

If you think you are pushing more paperwork than ever, you’re not alone. According to a new Small Business Index report released this week from MetLife and U.S. Chamber of Commerce, 37 percent of business owners say they are spending more time on licensing, compliance, or other government requirements; that’s vs. 29 percent last quarter. 

The papers started piling up during the pandemic, as businesses started applying for funds through government relief programs such as the Paycheck Protection Program and employees starting requesting more sick leave due to Covid. While that seems reasonable enough, the time businesses are spending on forms and compliance is still likely to increase in the months ahead as federal agencies are seeking to implement more rules and enforce those already in effect.

In March the Securities and Exchange Commission (SEC), proposed rule changes that require registrants to include certain climate-related disclosures in their registration statements and quarterly reports, including information about climate-related risks. Small businesses say the regulator’s proposal on climate disclosures will saddle them with a compliance burden they won’t be able to handle, according to the Wall Street Journal. While small companies normally don’t fall within the SEC’s purview, they fear that they will be forced to cough up heaps of information on their roles, however small, in emitting carbon because the SEC wants large public companies to catalog emissions in their entire supply chains.

“Small and independent businesses cannot afford the experts, accountants and lawyers needed to comply with complex government reporting regimes,” the National Federation of Independent Business said in a comment letter filed with the SEC.

Additionally, the Federal Trade Commission (FTC), and the Consumer Financial Protection Bureau (CFPB) are creating more rules and regulations. In April Director Rohit Chopra told the Senate Committee on Banking, Housing, and Urban Affairs that the CFPB will “dramatically increase its issuance of guidance documents, such as advisory opinions, compliance bulletins, policy statements, and other publications,” to ensure businesses follow regulations. For small businesses without full HR staffs or legal teams to keep up with the added paperwork and unnecessary red tape and regulations, these changes can come as a harsh reality.

“[Small businesses] are wading through a seemingly never-ending debate of rule changes and shifting incentives that threaten their fundamental abilities to create, build, and grow the enterprises that will power our economy forward,” said Joe Shamess, General Partner at Flintlock Capital, during testimony before the House Small Business Committee in a hearing on veteran entrepreneurship in June 2022.

Meanwhile, a rare opportunity to overturn the federal government’s ability to police corporations is starting to materialize. Some regulations watchers suggest that the recent Supreme Court of the United States decision in which the Environmental Protection Agency was ruled to have overstepped its authority to curb power plants’ carbon emissions could fuel an easing of red tape in other instances. Similar cases involving the Clean Water Act, among others may follow similar precedent. 

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Exclusive: Bank of England's Bailey warns global economic outlook has 'deteriorated materially' – TalkOfNews.com

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Bank of England's Bailey warns global economic outlook has 'deteriorated materially'

#Bank #England039s #Bailey #warns #global #economic #outlook #039deteriorated #materially039

Andrew Bailey, governor of the Bank of England, has said the global economic outlook has deteriorated materially after surging commodity prices pushed up inflation around the world.

Bloomberg | Bloomberg | Getty Images

LONDON — The governor of the Bank of England said Tuesday that the global economic outlook has “deteriorated materially” and warned of possible further shocks to come.

Andrew Bailey blamed Russia’s invasion of Ukraine for piling further pressure on commodity prices and already rising inflation, and said that further resilience is needed to mitigate future risks.

“The global economic outlook has deteriorated materially,” Bailey said at a briefing at the Bank of England.

“It is the right time to lock in resilience so that we are well prepared for future possible shocks,” he added.

The warning came as the central bank published its Financial Stability Report Tuesday, in which it outlined a number of risks to the U.K.’s economic outlook. Those include ongoing disruption to food and energy markets as a result of the war, high household and government debt, as well as the continued impacts of Covid-19 in China.

We expect households and businesses to become more stretched over coming months.

Andrew Bailey

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governor, Bank of England

The BOE, alongside other central banks, has been raising interest rates in a bid to bring down high prices. However, Bailey acknowledged that this had made the economic landscape harder for households and businesses, and that there was little sign of let up in the near-term.

“These higher prices, weaker growth and tighter financing conditions will make it harder for households and businesses to repay or refinance debt,” he said.

“Given this, we expect households and businesses to become more stretched over coming months. They will also be more vulnerable to further shocks,” he said.

BOE lifts banking capital demands

The comments came as the Bank on Tuesday lifted its countercyclical capital buffer rate (CCyB) for banks from 1% to 2%, starting in July 2023. Central banks increase the regulatory capital demand when they believe risks are building up.

Bailey said the Bank’s Financial Policy Committee would be willing to continue readjusting the rate as needed.

“Given considerable uncertainty around the outlook, the FPC will continue to monitor the situation,”  he said. “We stand ready to vary the UK CCyB rate — in either direction — depending on how risks develop.”

In sharp contrast to the financial crisis, it is in a position to cushion the economic shocks, not add to them.

Andrew Bailey

governor, Bank of England

Bailey also said the BOE would move ahead with its annual stress test in September, evaluating the U.K. banking system’s ability to handle various potential risks, including higher interest rates, asset price falls and “deep” recessions.

However, he added that the sector looks generally strong and that lenders are much better placed now than during the 2008 Global Financial Crisis to handle a severe economic downturn.

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“The economic outlook is uncertain and undoubtedly a very challenging one for many households and businesses,” he said.

“The banking system is resilient to that outlook, however, or even a much worse one. In sharp contrast to the financial crisis, it is in a position to cushion the economic shocks, not add to them.”

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Exclusive: Twitter sues India’s government over content takedown orders – TalkOfNews.com

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Twitter sues India’s government over content takedown orders

#Twitter #sues #Indias #government #content #takedown #orders

Twitter has sued the Indian government to challenge some of its takedown orders, a source familiar with the matter told TechCrunch, further escalating the tension between the American social giant and New Delhi.

In its lawsuit, filed Tuesday in Karnataka High Court, Twitter alleges that New Delhi has abused its power by ordering it to remove several tweets from its platform.

The lawsuit follows a rough year and a half for Twitter in India, a key overseas market for the firm, where it has been asked to take down hundreds of accounts and tweets, many of which critics argue were objected because they denounced the Indian government’s policies and Prime Minister Narendra Modi.

Reuters first reported the lawsuit. A Twitter spokesperson declined to comment.

Twitter has partially complied with the requests, but sought to fight back many of the challenges. Under India’s new IT rules, which went into effect last year, Twitter has little to no room left to individually challenge the takedown orders.

The tension between the two was apparent on May 24 last year, when Delhi police, controlled by India’s central government, visited two offices of Twitter — in the national capital state of Delhi and Gurgaon, in the neighboring state of Haryana — to seek more information about Twitter’s rationale to label one of the tweets by ruling partly BJP spokesperson as “manipulated media.”

Delhi police said it had received a complaint about the classification of the spokesperson’s tweet and visited the offices to serve Twitter India’s head a notice of the inquiry. In a statement, the police said Twitter India’s managing director’s replies on the subject had been “very ambiguous.”

Twitter at the time described the episode as “intimidation.”

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The company has “concerns with regards to the use of intimidation tactics by the police in response to enforcement of our global Terms of Service, as well as with core elements of the new IT Rules,” it said.

Twitter India managing director resigned from the firm last year.

Twitter is not the first tech giant to sue the Indian government. WhatsApp sued New Delhi last year, challenging new regulations that could allow authorities to make people’s private messages “traceable,” and conduct mass surveillance.

It’s unclear if the new lawsuit will have any impact on Twitter’s proposed acquisition by Elon Musk. Musk’s Tesla has been attempting to enter the Indian market for several years but wants the government to let it first sell and service imported cars first.

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