Safari, Chrome, Brave, Mozilla, Explorer, and many other browsers decided to dissuade advertising platforms from collecting data using cookies. It means no more third-party data. This is an utter moment of panic to not just advertisers but also businesses. It has threatened the existence of ad targeting, channel attribution, and poor analytics. Marketers are losing capabilities such as retargeting, handling audience segmentation, implementing addressable marketing, and creating cross-device and multi-touch attribution models.
All these put together mean crippled insights for a marketer!
The privacy-centric world is ditching third-party cookies to work with first-party data that is more transparent for both the user and marketer.
First party cookies vs Third-party cookies
First-party cookies enable marketers to remember who their customers and visitors are. FP Cookies helps you build a robust consent-based relationship with the customers & visitors. You can keep your users logged into their accounts. Websites can remember their preferences in shopping carts and offer a personalized experience, including how they want cookies to treat them.
First-party cookies also set the context to a robust first-party data strategy which could be further extended to advertising and paid media campaigns. Media pixels fired from the server provide first-party content.
Third-party cookies, on the other hand, track user activity across the web. These have been advertiser-friendly and not in the best interest of user privacy. The third-party cookies allow advertisers to record information about visitor’s web-browsing history, behavior over an extended period, preferred ads, and media sites which together provide a lot of data to the marketer.
In the absence of third-party data, marketers can no longer have access to insights that enable optimal performance marketing.
Another challenge the demand generation marketer has to solve is stitching the first-party data that siloed away in places like your customer resource management (CRM) software, marketing automation, and website analytics. Data lakes and CDPs exist to solve this problem, but that was possible with third-party cookies. Disintegrated, platform-specific server integrations do not provide data alignment. This further impacts a unified view across your systems.
Here, we explain those few immediate steps that should be added to your first-party data strategy to equip paid marketers are.
Despite losing third-party cookies, your ability to retarget, analyze, and retain a long-term relationship with your customers still exists is not lost.
#1 Identify your sources of First-party data for Server Integrations
Google and Facebook have already launched their server-side versions, but you have to switch between platforms to crunch your ad performance data. And, also they would present only platform-specific data and not really a comprehensive view of your ad spend vs return on investment. Working with a singular platform that provides for service-side integrations helps you consume data with a unified view through analytical dashboards.
#2 Efficient first-party data activation
Don’t silos kill your marketer’s drive? Empower your marketing team with full access to unified data with action-oriented solutions. Enable quick and smart technology integrations that allow them to use updated and enriched datasets. Provide dashboards and put systems in place that can stream real-time data and analysis on a single platform.
#3 Server-side tagging
Server integrations enable you to fire media pixels from your server. The data that is collected therefore becomes your first-party data. The first-party data supported by data streaming can further be instilled into a data lake or your CDP, enriching customer data and providing a single view of your customers.
#4 Permission marketing and User consent
Seeking consent from your user to extend the duration of cookies provides the ability to change the cookie expiry date. Reaching out to your visitors to allow you to show content and ads that are relevant to a certain criteria, let’s you jump the wall of browser restrictions.
Invest in first-party data strategy.
It’s not just about tag managers.
Data analysts, marketers, legal teams are involved in managing tags and they also need a dependable tag management platform. And so, we created it!
Magic Pixel is a server-side tag management platform that makes it easy for marketers and legal teams to comply with any data compliance rule in a few clicks. We stepped up to create a next-gen tag management tool that supports server-side tagging which encourages clean and compliant data management practices.
We added pre-scripted and customized code snippets for easy SDK integrations with over 75 tools. And, that list is growing. We believe that tag management can be easy, quick, clean, and transparent.