Following the news that Google has begun to automatically block third-party cookies for millions of Chrome users, cookieless solution and programmatic expert, Crimtan, is giving expert advice to advertisers on new ways to track customers and measure performance.
With Google planning to get rid of cookies on all platforms by the end of 2024, depending solely on cookies is no longer a viable option. Although marketers have the ability to use first-party data to communicate with audiences, it does not give them the opportunity to target new customers in ways they have previously. For a campaign to be successful, the right audience needs to be targeted at the right time and this is one of the biggest challenges marketers are facing. In the absence of cookies, advertisers need to begin adapting to alternative options.
Marketers can easily adapt to the cookieless world by investing in cookie-free campaigns that integrate with existing marketing efforts. With cookies starting to be turned off, now is the perfect opportunity to navigate this new landscape and collaborate with a specialist cookieless marketing partner, like Crimtan, who can assist with creating a marketing strategy to ensure campaign performance remains strong, while reducing dependency on cookies.
Crimtan’s ActiveID is one of the first consented identifiers that has been built around user consent by design for persistent tracking. This helps marketers and business owners make more accurate and informed decisions about advertising at scale, whilst maintaining user consent preferences. This specialist technology works by managing consent preferences, using relevant targeting for better performance, and joining the dots with attribution to successfully reach users at every stage of the customer journey.
Andy Houstoun, Chief Commercial Officer at Crimtan, said: “The shift away from cookies doesn’t necessitate a complete overhaul of your marketing strategy. Marketers should explore alternative, cookie-free solutions for planning, activation and measurement, and collaborate with a marketing partner who specialises in navigating this new terrain, facilitating a seamless transition as Google delivers this long-awaited change.
The Google shift away from cookies will prompt advertisers that haven’t already to explore alternative solutions and strategies. We have to remember cookies for planning, targeting and measurement have been with us since 1994, invented on a browser [Netscape} that is also no longer around. Advertisers will need to invest in solutions for planning, activation and measurement that are cookie-free and collaborate with marketing partners who specialise in navigating this new terrain. Transitioning away from cookies doesn’t necessitate a complete overhaul of your marketing strategy. Instead, invest in cookie-free approaches for planning, targeting and activation to enhance your existing efforts and facilitate a seamless transition as Google delivers this long-awaited change.
“With a privacy-first and sustainable approach at our core, Crimtan’s innovative solutions redefine the approach to a smarter targeted advertising model across the customer lifecycle, ensuring accuracy in the absence of cookies whilst supporting privacy legislation across the world.”
To find out more on how to improve your marketing strategy in a post-cookie world, please visit: https://lp.crimtan.com/rs/724-NJT-128/images/crimtan_whitepaper_cookieless_guide_US.pdf
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