Reasons Advertisers Are Choosing Cookieless Solutions

Data privacy laws are changing the rules - they're rewriting the entire playbook. → Cookie deprecation has left most advertisers scrambling for tracking alternatives → 1:1 consent requirements have made traditional lead forms less effective → Cross-device attribution is becoming increasingly difficult → First-party data strategies are separating winners from losers Companies that adapted early are now experiencing a competitive advantage, while those resisting change are seeing CAC rise dramatically. What matters now: - Transparent data collection practices - Value-first lead magnets that earn genuine consent - First-party data infrastructure - Alternative tracking methods beyond cookies The landscape isn't getting any easier. Each month brings new challenges in the privacy space. But there's opportunity in this chaos. Direct advertisers who see privacy as a strategic advantage rather than an obstacle are gaining market share. This might be the most significant shift in lead generation since the rise of digital marketing. #dataprivacy #leadgeneration #digitalmarketing #directresponse

I’ve been chasing brands to reduce reliance on #thirdpartycookies for years. There are many reasons why. Google announcing they keep them doesn’t change much. People want relationships with brands they know and love, not ads. Here’s what I think: “If Google does continue with third-party cookies, the brands that continue to rely on them will struggle to fund that ad channel as CPMs continue to increase, especially come election year which drives costs even higher. This will open doors to the brands that have invested heavily in first-party data, which can power hyper-personalized messaging on owned channels like email and SMS and are proven to beat banner ads or third-party advertising by well over 100%. There was never a question if first-party data was better than third-party cookies, it was just a question of who cared to build direct relationships with their consumers versus snooping, tracking, and relying on advertising to drive short-term revenue. The brands that build direct relationships with consumers will win their categories with increased revenue and higher customer lifetime value through loyalty and advocacy.” Wunderkind has been helping build #firstparty database for years. And triggering revenue driving #emails and text messages at scale, with revenue guarantees. Don’t get lazy. Cookies suck. So your brand and consumer a solid, go first party and owned channels.

Prepping for a Cookie-less Future: The End of Third-Party Cookies Introduction The end of third-party cookies is a topic that has been making waves in the digital marketing world. With major browsers like Google Chrome phasing out support for third-party cookies by 2024, the landscape of online advertising is set to undergo a massive transformation. This article explores the reasons behind this shift, its impact on marketers and advertisers, and the strategies to adapt to a cookie-less future. What Are Third-Party Cookies? Third-party cookies are small text files that websites use to track users across different sites. They have been the backbone of targeted advertising, allowing marketers to gather data on user behavior, preferences, and demographics. However, growing concerns about privacy and new regulations like GDPR have led to a gradual shift away from third-party cookies. Why Are Third-Party Cookies Going Away? 1. Privacy Concerns: Users are becoming more conscious of their online privacy, leading to a demand for more transparent data collection practices. 2. Regulatory Changes: Laws like GDPR and CPRA are making it harder for companies to collect and use personal data without explicit consent. 3. Browser Initiatives: Browsers like Chrome and Safari are phasing out support for third-party cookies to protect user privacy. Impact on the Advertising Industry The end of third-party cookies will have a significant impact on the advertising industry. Here's how: - Loss of Valuable Data: Marketers will lose access to detailed user data, affecting their ability to deliver personalized ads. - Challenges in Tracking: The inability to track user behavior across sites may lead to less effective advertising strategies. - Shift to First-Party Data: Brands with strong first-party data will be well-positioned to adapt, emphasizing the importance of building direct relationships with customers. Strategies for a Cookie-less World 1. Invest in First-Party Data: Collecting data directly from customers through surveys, subscriptions, and loyalty programs. 2. Explore Alternatives: Technologies like Google's Privacy Sandbox offer new ways to deliver targeted advertising without relying on cookies. 3. Content Marketing: Focusing on SEO and content marketing to create relevant and high-quality experiences tailored to the user. Conclusion The end of third-party cookies marks a new era in digital advertising. While it presents challenges, it also offers opportunities for innovation and a renewed focus on user privacy. Marketers and advertisers must be proactive in adapting to this change, investing in alternative technologies, and building stronger connections with their audience. Read about this in a recent Forbes article featuring Ezzey on this topic https://lnkd.in/eRNfhcrT

First-party data is a critical trend in DTC ecom. If you're a brand looking to thrive, this is for you: Reasons for the shift: ↳ Privacy Regulations and Cookie Deprecation ↳ Enhanced Customer Understanding ↳ Data Ownership and Control ↳ Cost-Effective Marketing Benefits: ↳ More accurate and reliable insights ↳ Targeted marketing campaigns ↳ Personalized product recommendations ↳ Improved customer retention ↳ Optimized customer experience Ownership Advantages: ↳ Full control over data use ↳ Unique competitive advantages ↳ Avoid reliance on external sources ↳ Maintain data quality and accuracy Cost Savings: ↳ Reduce dependence on third-party data ↳ Better return on advertising spend (ROAS) Creative Data Collection: ↳ Discounts or exclusive content for info ↳ Loyalty programs to incentivize sharing ↳ Personalization quizzes for relevant data ↳ Email campaigns and newsletter sign-ups Challenges: ↳ Ensuring data quality and integration ↳ Maintaining customer trust ↳ Overcoming scale and reach limitations Future-Proofing: ↳ Building robust data infrastructures ↳ Shifting audiences to owned channels ↳ Investing in data analytics By focusing on first-party data, DTC brands can thrive in a privacy-focused, post-cookie world while delivering personalized customer experiences.

For over two decades, digital marketers have leaned on third-party cookies to track users, target ads, and build campaigns around behavioral data. It has worked well for performance, but it has also encouraged a mindset of easy access over earned trust. That era is coming to a close. Apple's iOS updates, particularly App Tracking Transparency (ATT), have already reshaped the advertising landscape. Combined with regulations like GDPR and CCPA, growing consumer awareness, and tighter browser restrictions, the way we collect and use data is undergoing a permanent shift. According to Statista, more than 30% of marketers are still fully dependent on third-party cookies, and many are unprepared for what comes next. This is not just a challenge to update tools. It is a moment to re-evaluate priorities. As marketers, we should be asking hard questions: - Are we prioritizing short-term targeting over long-term relationships? - Are we building strategies based on user consent and value? - Do we truly know our customers, or are we simply watching them? The most forward-thinking brands are not looking for technical workarounds. They are investing in first-party data, transparent communication, and trust-based engagement. They are building the kinds of experiences people actually opt into, not opt out of. This is a defining moment for marketing leadership. It is a chance to move away from extractive models and toward ones that are more respectful, human, and sustainable. How is your team navigating this transition? Are you ready for a world where trust is the most valuable currency? #CookielessFuture #MarketingLeadership #DigitalTrust #FirstPartyData #CustomerExperience

Will this news change things for the industry? No. Has it been a waste of time? No. We've always known cookies are terrible for consumer privacy, and giving consumers a choice to turn them off will likely spell the end of cookies regardless. From what we saw with ATT, consumer opt-in rates will be low, underlining the public's growing preference for privacy when given a choice. Consumers don't want to be tracked around the internet and so this may spell the end for cookies anyway. Recent years have made the industry wake up and take action. The times of indiscriminately sharing data across the ecosystem are behind us. Alternatives and new privacy-enhancing solutions not only exist today, but perform better - there's no shortage of case studies showing exactly this. At InfoSum, we see that organizations aren't focused on cookie signals. Decentralized, secure collaboration that prioritizes data privacy allows organizations to utilize their first-party customer data to enhance data-driven strategies, power innovative advertising solutions, and open up new opportunities not previously possible. The reality is that consumer expectations and the regulatory landscape will continue to evolve rapidly. First-party data will remain the cornerstone for advertisers and media owners. There will be no change for forward-thinking and leading organizations that will continue to innovate and adopt privacy-centric approaches to data use and advertising. If your data strategy quickly adjusted today in response to this news, you are missing the point. Over on InfoSum’s blog, Ben Cicchetti explains why this announcement may actually accelerate the demise of the cookie and what this means for marketers: https://hubs.la/Q02HDhcN0 #InfoSum #DataCollaboration #DataPrivacy #FirstPartyData

⚠ Those of you relying on #ABM and #Intentdata technologies rooted in cross-domain tracking, #thirdpartycookies, and co-op data sets to drive company-level targeting need to seriously reevaluate your decisions. With giants like #Safari and #Firefox are already blocking third-party cookies by default and Google planning to shelve cookies by mid '24, we’re thrust into a new era: The post-cookie world. 🍪🔚 For brands, it’s adapt...or fade away... This digital #privacy dilemma around cookies has become widely relevant and essential for users and organizations. As a result, many users and organizations have opted to block third-party cookies, making it once again challenging for #marketers to understand digital behavior and optimize advertising budgets across campaigns. The trend is unstoppable. Privacy matters, and users everywhere are more aware of the power of their data than ever before. In this post, we highlight how you can navigate this new reality where user privacy reigns supreme and offer up "10 ways to ensure your business thrives in the post-cookies world" https://lnkd.in/egj38cY4 #thirdpartycookies #demandgeneration #intentdata #accountbasedmarketing #abm #b2bmarketing