RIP third-party cookies: The future of marketing across media platforms

What do Sesame Street monsters and marketers have in common?

They all love cookies!

And, although Google recently announced the delay to phasing out third-party deprecation, it is inevitable. As such, the marketing landscape is set for a seismic shift.

Smart brands are looking for new ways to connect with, engage and inspire audiences across media platforms – without compromising privacy.

You cannot keep putting this off. So, let’s explore how cookie deprecation is shaping new strategies across digital, TV, podcast, radio and out-of-home media channels. And how you can jump on board.
 

What are third-party cookies anyway?

For years, third-party cookies have been the backbone of online advertising. Simply put, they enable personalised ads by tracking users across websites.

However, as concerns over privacy and data protection continue to take centre stage, Apple and Mozilla already removed third-party cookies off their Safari and Firefox browsers back in 2017 and now Google is set to follow suit with Chrome by early 2025. This will mark the end of tracking users without their explicit consent.

“Third-party cookies have been part of our online experience for some time, but while marketers have become used to relying on them for digital marketing campaigns the truth is they have become more pervasive, and consumers have both become more aware of their digital footprint and demonstrated that they want boundaries within their customer experience. It makes sense that as consumers we should have more control over how our data (especially personal information) impacts our online experience. Many marketers are already developing new, effective strategies that also respect user privacy, but we know there are also marketers who are woefully unprepared.”

Andrea Martens, CEO, ADMA

A new dawn in digital marketing

As we wave goodbye to third-party cookies – and the granular consumer insights they provide– digital marketing is gearing up for perhaps the biggest shift.

Marketers can no longer rely on individual tracking across sites to turbocharge their online advertising efforts. Instead, they’ll need to leverage first-party cookies and first party and zero-party data for personalisation.

This means collective information directly from customer interactions through a brand's website, apps and social media profiles - as well as through feedback and direct sales. That data - while still needing to adhere to privacy laws - will still allow marketers to create personal, curated ads. 

“The sun setting on third-party cookies presents an opportunity for marketers to reset and innovate. We have seen the more pro-active marketers shift to first-party data strategies and testing of tools and technologies that are already in the market. Testing the different options of privacy friendly tracking solutions that respect user boundaries helps marketers understand the insights available. This improves the ability to plan campaigns that optimise success.  As the marketing landscape changes, and platforms design solutions that balance a good customer experience within new compliance requirements, we can expect the tools and the options will continue to develop. Marketers will be empowered with alternatives to third-party cookies that continue to deliver improved experiences for their customers.“ says Sarla Fernando, Director of Regulatory & Advocacy Advisory, ADMA.

Unlike third-party data, first-party data allows marketers to use their existing customer knowledge to start a two-way conversation. To shift from talking at, to talking with. The good news is that marketing experts agree this has the power to build greater trust and loyalty – two vital ingredients for successful marketing.

New ad tech innovations are also showing promise for alternative data collection. For example, Google’s Privacy Sandbox groups consumer data into large cohorts based on similar browsing behaviours, allowing advertisers to target ads without accessing individual data.

Another key tactic will be integrating artificial intelligence (AI) and machine learning tools, which could help marketers develop predictive models about audience behaviour and measure campaign success more precisely.

The TV and SVOD takeover

Once upon a time, TV advertising offered marketers limited and unspecific consumer insight. But today, the game has changed with Smart TV’s capability for addressable advertising.

This means Connected TV (CTV) is uniquely poised to flourish as the reliance on third-party cookies for advertising dwindles.

CTV leverages first-party data through unique data identifiers like device and advertising IDs – and delivers targeted advertising directly through Smart TVs. This makes it a powerful platform for engaging audiences in a more personalised way.

Meanwhile, marketers are increasing their investment in content and strategic partnerships to accrue viewer data directly. As such, TV marketing is transforming from mere content distribution to an engaged data-centric platform – and a vital ingredient for fortifying relationships between broadcasters and audiences.

Harnessing out-of-home media with location data

Out-of-home (OOH) synergy with online media can't be overstated.

It boosts online engagement through heightened physical visibility. And when used strategically, it can increase online brand actions like searches, downloads, and purchases – dramatically.

So, it makes sense that investment in OOH media is rising, powered by location-based marketing. This approach sees marketers and advertisers collaborate with retailers and brands to gather first-party data – and create impactful, relevant campaigns.

By marrying the physical visibility of OOH ads with the targeted precision of digital campaigns, brands stand to benefit from a cohesive marketing strategy that prompts measurable and impactful consumer action.

Seizing attention through audio media

One thing is clear about the loss of third-party cookies: marketers need to engage with their desired customers in less invasive, more engaging ways.

And audio platforms like podcasts and radio can allow them to do just that.

Research has shown that audio impressions are engaged impressions. Whether it’s a host-read sponsorship inside a podcast episode or an ad during a radio program, consumers pay attention.

This has two big impacts on audio marketers in a world without third-party cookies.

First, they will need to engage with consumers through contextual advertising channels. That means embedding ads in relevant conversations (as identified by the podcast or radio advertising network), maximising impact and conversion.

Second, they will need to incorporate first-party data in their marketing strategies. While a relatively new ad tech, some Australian companies offer first-party data targeting in podcasts. This allows brands to reach their desired audiences platform-agnostically, ensuring their ads resonate with listeners.

How to prepare for the third-party phase-out

As the marketing and advertising industries shift, the best thing to do is stay updated with all third-party cookie news – and start strategising with your team.

“The landscape may be changing, but successful marketers will be those who adapt, innovate and put customer trust at the forefront of their strategy” says Martens. “And these changes, coupled with a raft of regulatory changes coming this year means that marketers need to prepare now and stay on their toes” adds Fernando.

Which media platforms will you employ next? How will you measure and utilise your first-party data? Do you need to invest in new software solutions?

And, importantly, does your current use of third-party cookies comply with relevant data privacy regulations?

Undoubtedly, the road to delivering meaningful marketing experiences while respecting user privacy will be bumpy. But it’s also an invitation. And the future of marketing will be defined by solutions marketers create in reply.

ADMA is your professional body. Reach out for further information about how regulatory changes may impact your business.

Want to learn more about harnessing first-party data or data privacy? Discover our Digital Analytics for Marketers and Privacy and Compliance for Marketers courses today.