Google Chrome, has launched an initiative that involves removing access to third-party cookies for some users. Instead, they are invited to activate the “tracking protection” feature, marking a significant milestone in the online advertising industry.
This move represents a firm step towards more private and safer internet browsing. The removal of third-party cookies is a direct response to growing concerns about online privacy and the tracking of users by companies and advertisers.
The motivation behind this change is to limit the ability of companies to track users, thus offering a more private alternative without harming the advertising business. It reflects Google’s commitment to user privacy and lays the groundwork for a safer and more transparent internet in the future.
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How will businesses adapt to the new era of online advertising?
Cookies have been the backbone of online advertising for years, allowing companies to track user behaviour and personalise their marketing strategies, and the announcement of their end has sent shivers down the spine of the digital marketing industry.
Now, companies are forced to rethink their strategies and adopt new technologies to adapt to this new era of online advertising. How will they do it? Here are some possibilities:
Customer Data Platform
As companies say goodbye to third-party cookies, they are considering actions aimed at getting to know their consumers better, offering something in return and gaining efficiency, accuracy and results in all actions. Added to this is the construction of high-value relationships based on trust.
This is where the great technological challenge lies, in the way we work with consumers, putting them at the centre of the brand experience. The way in which companies are addressing this challenge is by building their own first-party data ecosystem with all the data on their customers and their interactions with the brand. This takes the form of implementing a Customer Data Platform – CDP – which enables a unified view of all customers, collecting interaction data to build complete customer profiles, creating truly personalised experiences that improve trust and increase ROI.
Big Data, Machine Learning and Artificial Intelligence
Big Data allows companies to collect data from a variety of sources, including social media, mobile devices and physical points of sale. This data can be analysed to identify patterns and trends, which helps companies better understand their customers and adapt their marketing strategies accordingly.
On the other hand, machine learning and artificial intelligence allow companies to automate processes and make data-driven decisions faster and more accurately. These technologies can be used to personalise the user experience, offering recommendations and relevant content in real time.
Data Protection
With this new scenario, data protection becomes a priority concern for businesses. Consumers are increasingly aware of the importance of their data privacy and expect companies to protect their information properly.
Therefore, companies must prioritise transparency and security in the use of user data. It is essential to communicate clearly to consumers how their data is being used and to ensure that their privacy preferences are respected. In addition, companies must ensure that they comply with data privacy regulations, such as the General Data Protection Regulation (GDPR).
The end of cookies represents a significant challenge for businesses in the online advertising space, and also provides an opportunity to adopt new technologies and practices that improve the user experience and strengthen customer relationships. By focusing on Big Data, machine learning and artificial intelligence, and prioritising data protection, businesses can prepare for this new era of online advertising and maintain consumer trust.
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