It’s not a new diet trend; the digital advertising landscape is undergoing a seismic shift. Third-party cookies, the cornerstone of online tracking and targeting, are being phased out in response to growing privacy concerns. While this “cookieless future” presents challenges, it also offers opportunities for businesses like yours to build stronger customer relationships.
Third-party cookies have long been the workhorse of online advertising, allowing advertisers to track user behavior across websites and build detailed profiles for targeted advertising and personalized experiences. However, these cookies raise concerns about user privacy and data control. As a result, major browsers are removing third-party cookie support, forcing businesses to adapt their marketing strategies.
The decline of third-party cookies makes it harder for businesses to:
- Precisely target specific user segments for relevant advertising campaigns.
While the cookieless future brings challenges, a thoughtful approach to data facilitated by Salesforce Marketing Cloud tools can help businesses navigate the new landscape.
- First-Party Data FTW: Focus on collecting and leveraging first-party data, gathered directly from your customers through website forms, surveys, loyalty programs, and interactions within Marketing Cloud itself. This allows you to build rich customer profiles and personalize experiences based on their known preferences and behaviors.
- Leverage AI-powered insights:Marketing Cloud’s Einstein AI analyzes subscriber behavior, engagement history, and purchase data to predict individual preferences and suggest everything from personalized subject lines and dynamic content to the ideal send time for each subscriber.
