Every year that goes by on the internet brings on evolutions and revolutions worth several years of the regular world.Anonymous ((Internet Cookies & Data Privacy))
Table Of Content
- Cookies for Retargeting
- Alternatives to Retargeting
- First Party Data
- Persistant ID’s (PID)
- Social Media Retargeting
- Advertisers Marketplace
Internet cookies and Data privacy has been a debatable issue especially for those who hugely rely on the use of HTTP cookies for proper functioning and data collection. The article below has been written with the best possible ease to make you understand this present marketing scenario.
For those who don’t know what internet cookies are, or can be considered a piece of text/code that downloads in a user’s browsing device like a mobile, a tablet, or a PC. This is basically a message from a server to the browser. The purpose of a cookie is to identify the user to possibly create user-customized web pages or to save the login information of the user.
Cookies are files created by sites you visit. They make your online experience easier by saving browsing data. The cache remembers parts of pages, like images, to help them open faster during your next visit. You would have wondered whether how are you being shown the advertisement of the same product that you were web-rooming on E-commerce websites like Amazon or Flipkart a few days ago. It was the information saved by the website through the same cookie that you allowed to be downloaded while you are surfing that website.
In a similar fashion, Internet cookies help companies and brands to collect user information like demographics, Behaviour, and surfing data to customize web pages as per the interests of the user.
Why are http cookies so important to advertisers for retargeting?
Cookies have long been helping advertisers in retargeting their customers. Retargeting is an activity where a user is repeatedly shown a product’s advertisement that the user has gone through or shown interest in but never completed its purchase or acquisition over online platforms.
Most popular web-browsers like Safari, Mozilla, and chrome are regularly upgrading their cookie and data protection features. These had already committed to completely block the use of third-party cookies which are not HTTPS secure and completely block their usage by the end of 2023. For those who don’t know what internet cookies are, or can be considered a piece of text/code that downloads in a user’s browsing device like a mobile, a tablet, or a PC. This is basically a message from a server to the browser. The purpose of a cookie is to identify the user to possibly create user-customized web pages or to save the login information of the user. (Internet Cookies & Data Privacy).
Alternatives to retargeting in 2021 and beyond.
The prime option in front of all cookie-affected parties is to shift towards 1st party data.
First-party data should be the main priority
First-party data is the data collected by First party cookies which are usually created by a website owner or a publisher to keep a check over which user is returning to the website in order to provide user-tailored content. First-party cookies collect analytics data from users surfing a particular website. Although the first-party cookie is not as effective as a third-party cookie in retargeting but can be used to define audiences and tailor content and ads accordingly.
To understand what is First, Second, and Third-party data, CliCk Here
Moving away from HTTP 3rd party Cookies to Persistent Identities (PIDs)
A cookie works on a specific device which had access to the internet and has a unique ID for that only device. A PID also called a persistent ID is a snippet that works on all devices irrespective of the browser being used. A PID has usually generated when a user logs in to a secure platform. This PID is then used to identify users who access the platforms using any device. With a growing number of mobile device users, PID’s are becoming the most efficient way to provide an effective solution in this cookie-free world.
Social Media Retargeting
Social media platforms like Facebook, Instagram, Linked In which use tracking pixels are also another way how an advertiser can leverage them to retarget their customers. The publisher can install Facebook tracking pixel into its website, This then allows the website owners or publisher to build a custom audience. It is also useful as it enables the owner or publisher to build lists for retargeting specific audiences based on the pages they visit on a website.
There are numerous so-called ‘advertiser marketplaces’ on the rise that offer a privacy-first solution to advertisers. These marketplaces consist of technology platforms where publishers can sell their advertising resources and in turn, advertisers can buy it. Most of them claim to make safety a priority and offer advertisers access to data in the most transparent way possible.
Click Here to check out Facebook Marketplace
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