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Navigating to cookieless: how to adapt to the new era of online advertising

01 Sep 2023. 08:47
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  • SME maturity
    1. Marketing digital y redes sociales
    Scope to digitize
    1. Digital strategy

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Goodbye, third-party cookies! Discover innovative strategies to navigate to cookieless and continue to impact your target audience with relevant and personalized ads.

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Navegando hacia lo cookieless: cómo adaptarse a la nueva era de la publicidad en línea

Online advertising is evolving into a new era, where user privacy is the priority. Regulations are changing, and SMEs and freelancers need to adapt to remain competitive.

In this context, one of the most significant changes that has impacted the online advertising world is the phasing out of third-party cookies. For small and medium-sized enterprises (SMEs) and freelancers, this has created an additional challenge in their quest to reach their audience effectively. However, it's not all bad news, as this new era of cookieless advertising also offers opportunities to reinvent and improve advertising strategies. In this article, we will explore changes in privacy regulations, as well as strategies and approaches to adapt to this ever-changing landscape.


Changes in privacy regulations and phasing out of third party cookies

Concerns about how users' personal data is collected, stored and used have led to a growing demand for stricter regulations. As a result, various privacy laws, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States, have seen the light of day.

One of the implications of these regulations is the focus on protecting user privacy by limiting tracking and data collection without their consent. Third-party cookies, which have been widely used to track user behavior online, have been particularly affected by these regulations. Popular browsers such as Google Chrome, Mozilla Firefox and Safari have taken steps to block or limit these third-party cookies, which has led to a significant decrease in their effectiveness.


Strategies for adapting to cookieless

Faced with this changing landscape, SMEs and freelancers must adjust their advertising strategies to remain competitive in the digital marketplace. Here are some key strategies to adapt to the cookieless era:

  1. Focus on first-party data: Instead of relying exclusively on third-party data, companies should focus on collecting data from their own customers and audience. This can be achieved by creating loyalty programs, website registration forms or surveys to obtain valuable information directly from users.

  2. Contextual targeting: Rather than being based on user behavior, contextual advertising focuses on displaying relevant ads based on the content of the web page the user is currently viewing. This tactic is based on the context of the content and, while it may be less personalized, it is still an effective way to reach the right audience.

  3. Collaborate with trusted partners: Working with trusted partners that comply with privacy regulations can be beneficial for ad delivery and data acquisition. Establishing partnerships with other companies or platforms that share the same focus on privacy can help ensure that advertising strategies are ethical and legal.


Find out how to stay relevant in advertising without cookies

A pesar de que la eliminación de cookies de terceros puede plantear desafíos para la personalización de anuncios, todavía aún puedes lograr relevancia y efectividad en la publicidad en línea sin invadir la privacidad de tus usuarios.

Although the removal of third-party cookies can pose challenges for ad personalization, you can still achieve relevance and effectiveness in online advertising without invading your users' privacy.

Here are some practices you can consider:

  1. Creating relevant and quality content: creating valuable and relevant content is essential to attracting and retaining your audience. Understanding the needs and preferences of your customers will help you generate content that suits them and increase interest in the products or services offered.

  2. Intent-based targeting: instead of relying on browsing history, you can use real-time intent data to target your users who show signs of being interested in a specific product or service. This can be achieved through data analysis and website behavior tracking tools.

  3. Permission marketing: obtaining explicit consent from users before collecting and using their data can be an effective way to ensure that advertising is well received. It offers incentives, such as exclusive discounts or personalized content with the aim of encouraging users to share their data voluntarily.


All in all, the phasing out of third-party cookies represents a significant shift in the online advertising landscape. However, instead of seeing it as a barrier, you can embrace this new cookieless era as an opportunity to reinvent your advertising strategies. Don't be left behind!

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