Google has twice delayed its plan, from the original 2022 schedule to latest extension. Although the implementation is not yet in place, you can prepare by using the following strategies.
1. Use First-party Data
Third-party cookies can provide valuable customer data but don’t forget to keep your first-party data. These are data collected directly from your website. This includes subscriptions and purchases.
Before Google implements its first-party data collection process, you need to improve it. To help you shape your operations, it’s crucial to analyze how users use the app or website.
2. Look For Second-party Cookie Partners
To fuel your marketing campaigns, you will need other data sources. Second-party cookies are a great replacement. These cookies are sent from one domain to the other via a partnership.
Let’s say your company is a shipping service. Partner with an ecommerce website and buy first-party data (e.g. purchase history, location), which then becomes second-party cookies.
3. Restore Contextual Targeting
Another alternative to your third-party-cookie-driven personalization tactics is contextual targeting. Contextual targeting allows you to personalize ads so that they appear only on relevant websites. You could use the same shipping service example to create a PPC ad for someone nearby who visits a blog post on shipment packaging tips.
Your ad is relevant because it addresses two issues:
- The ad is in line with their interests.
- Because you are close to them, it directly addresses their needs.
4. Try Out Cohort-based Marketing
Cohort-based marketing focuses on the Federated Learning of Cohorts. This method groups people (cohorts), who have similar web activity, and targets ads that are related to their interests. FLoC allows for highly targeted ads and protects user data from individual tracking.
FLoC uses both third-party and first-party data to segment users . The absence of the latter will not invalidate the process.
5. Keep an Eye Out for New Addressability Solutions
These solutions are popular examples of addressability. But expect to see more options as the year 2024 nears. You can also see:
- Probabilistic
This involves analysing your customers’ metadata (e.g. browser, Internet speed)
- Walled Gardens
Walled gardens are more common on social media websites. They allow users to study their behavior, including views and history.
- Authenticated users
Data can be collected through a validation process. This is usually done with account registrations.
This post was written by Kristian D’An. Kristian is the owner and SEO Specialist at Lux Digital Marketing, a St Pete SEO company. Kristian has been optimizing websites successfully for over 7 years. He has helped his clients achieve the #1 position on Google in several different industries.
