{"id":20975,"date":"2022-12-05T13:29:05","date_gmt":"2022-12-05T13:29:05","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/05\/5-third-party-cookie-alternatives-marketers-are-already-using-new-data\/"},"modified":"2022-12-05T13:29:05","modified_gmt":"2022-12-05T13:29:05","slug":"5-third-party-cookie-alternatives-marketers-are-already-using-new-data","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/05\/5-third-party-cookie-alternatives-marketers-are-already-using-new-data\/","title":{"rendered":"5 Third-Party Cookie Alternatives Marketers are Already Using [New Data]"},"content":{"rendered":"

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Marketers and third-party cookies — can you name a better combo?<\/p>\n

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A few years ago, you really couldn\u2019t. But with Google phasing out third-party cookies in 2024, marketers are busy<\/a>\u00a0searching for new strategies to collect user data.<\/p>\n

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While 2024 might seem far down the road, over half of marketers say their company is already exploring alternative targeting solutions.<\/p>\n

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And that isn\u2019t surprising, because 85% of marketers say their marketing activities are reliant on third-party cookies to some degree, and 77% say Google phasing out third-party cookies will make marketing more difficult for them.<\/p>\n

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So let\u2019s look into exactly which solutions marketers are turning towards as a replacement for third-party cookies and the unexpected impact it has on marketing budgets.<\/p>\n

Which Third-Party Targeting Alternatives Are Marketers Exploring<\/h2>\n

Of the 54% of marketers who say their company is exploring alternative targeting solutions, more than half are looking into using social media for targeted ads as a replacement for third-party cookies. Collecting first-party data from their customers is another top strategy, as is Google Topics API.<\/p>\n

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Let\u2019s take a quick look at each of these.<\/p>\n

Using Social Media for Targeted Ads<\/h3>\n

Social media offer advanced targeting tools to get your ads in front of your target audience.<\/p>\n

With the rise in popularity of social shopping<\/a>, tapping into platforms like Instagram<\/a>\u00a0is a powerful way to reach consumers – especially Gen Z<\/a>\u00a0and Millennials<\/a>:<\/p>\n

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Collecting First-Party Data from Your Customers<\/h3>\n

First-party data is collected directly from your customers, but how exactly do you get it and what do you do once you have it?<\/p>\n

First-party data can be collected from many sources – your website, surveys, email, SMS, a CRM like HubSpot<\/a>, and more.<\/p>\n

Once you have first-party data, use it to gain high-quality insights about your audience and create a personalized experience for them.<\/p>\n

Considering over half of marketers\u00a0don\u2019t know basic demographic information on their target audience<\/a>, among other critical data points, shifting to a first-party approach may end up working to your benefit.<\/p>\n

Google Topics API (Privacy Sandbox)<\/h3>\n

Though not released to the public yet, more than half of marketers looking for alternatives to third-party cookies are checking out Google Topics API. In a nutshell, it will categorize the sites people visit into various topics. Those categories are then used to show relevant ads.<\/p>\n

For example, someone who often visits websites related to sports might be shown an ad for a live sports streaming service, all without info on the specific site they visited being tracked and shared with advertisers. Users can also control which topics they are associated with.<\/p>\n

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