A major change regarding cookie tracking is coming for businesses in the fields of online marketing and e-commerce. The deactivation of Google third-party cookies requires online retailers and advertisers to rethink their strategies. Our online marketing agency will show you which cookie approaches are now sensible for your online marketing activities.

Status quo for third-party cookies

For a long time, online retailers and advertisers were able to use third-party cookies to get to know and target customers outside their own channels.

Even though the exact end of Google’s third-party cookies has been announced multiple times and further postponed, as we described in our article Extension until 2024: Google's Third-Party Cookies, the days of third-party cookies are numbered. This change is not only associated with drawbacks but also a range of options that mark the beginning of the post-cookie era.

Unique customer journey

In the post-cookie era, businesses have the opportunity to understand and create the customer journey in a new way.

The focus here is on customer privacy, who will in future have transparent knowledge of which authenticated data is being used for which purposes and will be able to explicitly approve this.

Companies that communicate openly about this not only gain the trust of their customers but also offer tailored customer experiences and customized offers in exchange for data sharing. This can be achieved through proven online strategies such as email marketing, websites, and social networks.

Guaranteed data security

Companies assure their customers that the data provided is secure and protected from unauthorized access. The data is linked through a decentralized infrastructure without being shared. For this, reciprocal queries are created, based on which personalized campaigns are displayed, closely aligned with the specific needs of the target audience, and thus precisely capture their zeitgeist.

Tailored customer approach

Regardless of third-party cookies, advertisers can identify overlaps between their own target group and, for example, the target groups of various publishers.

By using the right questions, not only are target-specific marketing campaigns generated, but the performance in online marketing is also made measurable.

As part of campaign evaluation, advertisers are able to measure overlaps between customers who have seen the ad and each publisher.

This not only allows new customers to be assigned to the appropriate channel, but also enables further advertising measures to be planned accordingly.

Conclusion: Testing for optimization in online marketing!

The post-cookie era offers new options for gaining genuine customer trust and building long-term loyalty.

As a full-service agency, we see CRM-based targeting and measurement methods as key components in making online marketing efforts measurable and providing customers with unique experiences.