The majority of Internet users have learned quite a bit about data collection over the past decade. Now they know that their personal information is being stored and used for various forms of digital advertising. If you’ve been searching Google for a random item and are now seeing Facebook ads popping up out of nowhere trying to sell you the same product, you know what we’re talking about.
Retargeting ads are falling out of favor, according to the latest surveys. Consumers find them creepy and frightening. It’s totally understandable because we have no idea where all this personal data is stored. Data leaks happen all the time due to human error.
Of course, this does not mean that advertising is undesirable. We’ve all discovered an amazing product or service simply by scrolling through a feed. But retargeting ads on any social media platform are no longer effective.
So let’s talk about third-party cookies and explore some alternatives. We give you more options that work way better than retargeting ads!
What are third party cookies?
As the name suggests, a third-party cookie is placed on a website from a different domain than the one you are visiting. The cookie tells third parties which websites you visit frequently or which products you have recently searched for. This information is sufficient to display targeted advertising on other websites or social media platforms.
Third-party cookies work on a single device. So, if your kid searches for Fortnite content on your laptop, you will see a lot of game-related ads in the coming weeks. It also means that the targeted ads won’t follow you across devices.
No more third-party cookies
Safari and Firefox have already dropped third-party cookies, but the biggest surprise comes from Google. Chrome will stop using third-party cookies in 2023, which is exciting for consumers. After all, it is the most popular web browser, with 3.2 billion users in 2021.
This change will force digital marketers to rethink their strategies and come up with better ideas. Third-party cookies are responsible for retargeting ads, which have been the primary marketing strategy for many businesses for years. expressly stated by Google They don’t plan to release similar trackers.
The popularity of retargeting ads is undeniable as they are highly personalized and give a consumer what they want at the moment. But the fact that these ads are tracking you across multiple websites and platforms adds that nightmarish feeling to the whole situation.
While some marketers will mourn the loss of third-party cookies, the truth is that a new era is upon us. Digital marketing will evolve in a different direction and consumers want a better and less scary approach to online advertising.
Even if marketers stick with ad retargeting, privacy tools keep them from reaching the target audience. For example, an app like a VPN can hide someone’s location, encrypt the information they send or receive, and even change their IP address. When a user connects a US VPN server, this is your visible IP. USA VPN server is just one of many that are available.
Removing third-party cookies is a step in the right direction. Sure, smaller businesses rely on retargeting ads to increase their visibility on social media, but that doesn’t mean they’re going to lose revenue. While some advertising campaigns will not be as successful as they would have been with third-party cookies, social media is still available and is undoubtedly the best way to reach your target audience.
Alternatives to retargeting ads
This change is something to be excited about, especially if you’re interested in digital marketing. There are many alternatives to retargeting ads that you should focus on now. Users have expressed dislike for retargeting ads for years. So instead of trying to use the same marketing strategy again, think of something consumers will like and appreciate.
Contextual marketing has been around for ages, but digital marketing experts didn’t consider it a priority. The concept behind contextual marketing is pretty simple – when a consumer reads a blog about running, the ads on that page should direct them to a store that sells running gear.
Said user may be planning to train for their first half marathon and is interested in getting comfortable running shoes. Therefore, they may click on the ad because they are interested in it. But don’t forget the content, because high-quality text replaces cookies. Advertisers and publishers will have to work together on this, but the result will be an educational and entertaining ad that’s a lot less scary than targeted ones.
First Party Cookies
First-party cookies can also be useful at this point. They store the information about the interaction between a visitor and your website. It’s the basic data that tells you how often they visit, what they read or search, login credentials, etc.
While big companies like Facebook and Google top the charts when it comes to user information, smaller companies have lots of customer data. Why not use it for your future marketing campaigns? These people genuinely care about your brand and are your loyal customers. Encourage them to sign up for your newsletter by offering a discount code, free eBook, etc. Continue working on the relationship with the help of first-party cookies.