After Google’s Rejection of Post-Cookies, Some Changes in Digital Marketing
“Google only loves you when everyone else loves you first.” — Wendy Piersall
On Mar 4th, 2021, an article named “What Google’s rejection of post-cookie identifiers means for advertisers” attracted my attention and reflection.
Cookie = Data, but no Cookie = Privacy?
Privacy has always been the most important issue for users. Over the years, some people concerned about personal privacy issues have criticized technology companies, including Google, for using cookies to collect users’ web browsing records on websites so that they can build user interest profiles and provide personalized advertisements for profit. However, since Google announced the discontinuation of third-party cookies, third-party data has also come to the brink of being eliminated by the market, and with it comes the shock of the digital advertising market.
Because at the first, I think this amazing move will make future digital market advertising mysterious and unknown. I am so excited about it. However, I am not sure that even though the cookie is over, will there be new enemies similar to the cookie? Because Google has the most widely used web browser, a key part of the advertising technology supply chain, and some of the most widely used advertising-supported Internet services, Google clearly has the ability to reshape the future for everyone. For example, Google’s own advertising service will adopt the post-cookie technology called “Privacy Sandbox” that Chrome is trying out to ensure the widespread of its advertisements. However, if it is a third-party cookie that has been canceled for privacy, I think this is very good because our privacy is fully protected.
Second, will the loss of third-party data caused by the deactivation of third-party cookies have a huge impact on the digital market? I think it will have an impact. Before disabling third-party cookies, matching third-party cookies and Internet users who are most likely to click online advertisements is the mainstream practice to maximize the value of online advertising. In other words, disabling third-party cookies means that the products you have searched on the e-commerce platform when you open your browser in the future will not be able to appear in the ad spots on the webpage when you go to the news website to browse other information. This will be extremely detrimental to UX because when third-party cookies are disabled, many behaviors on different websites cannot be correlated analysis, which will affect user behavior analysis.
Therefore, I am very interested in this topic now, because when we look at this event in a comprehensive way, I have found both favorable views and some disadvantages.
Looking forward to a new future
In my opinion, when third-party cookies are disabled and third-party data declines, then first-party cookies and first-party data will rise. Just like the first data mentioned in the article should be regarded as the focus of marketers this year. First, I think the first-party data is the data collected by the company from its own information sources, whether it is statistics based on the corporate website or APP data through online paths, or collected offline through questionnaires, all related to users The data can be used as first-party data. For example, the demographic variables of the user, the websites and interactions the user visited, the purchase history, etc., so first-party data is truly valuable user data.
Second, I think first-party data can help companies open up new sources of income. Because of the collection of first-party data, companies have established new audience segments, and marketers from all over the world can purchase this data. Audience segmentation, for example, if you are the owner of an online clothing store, you can subdivide users who often buy women’s clothing, users from foreign countries, and user groups who spend more than $1,000 a month based on your first-party data, etc.
Third, first-party data allows companies to safely use data on all browsers. For example, browsers such as Safari and Firefox have banned third-party cookies, while first-party data (first-party cookies) can be perfectly avoided this restriction.
In general, first-party data effectively targets the existing users of the company. Marketers can build more personalized marketing plans based on existing data. Accurate first-party data can also allow companies to better understand the future direction of users.
What do you think of this topic? Respond to me!
See you next week!
