At Adfield, we excel in both digital marketing and baking! Recently, our team participated in the Macmillan Coffee Morning, hosting a Bake-Off that combined delicious treats and friendly competition, all to raise funds for Macmillan Cancer Support.
With a variety of baked goods on display, the event made choosing a winner difficult. Some argued that Luke’s famous chocolate cookies were the most delicious treats on offer, while others insisted that Keith should have emerged victorious for his brilliant biccies—not to mention the strong competition from all the other participants! In the end, the decision was too close to call, and a tie was declared.
The Other Cookie War We Engage In
In the digital world, we’re also experts on a different type of “cookie”—Google cookies. Tracking these digital cookies helps us create personalised marketing experiences. Without cookies—small files that track user behaviour—we would not be able to determine key metrics, such as online activities, preferences, and interests.
Until relatively recently, there was much buzz about Google’s decision to move away from third-party cookies, a strategic move set to revolutionise the way advertisers and marketers gather data for personalised ads.
The reason? Google aimed to safeguard user privacy by eliminating invasive tracking technology. But in July of this year, they performed a U-turn. (Seemingly, they were no longer fans of their original recipe!) In a somewhat surprising change of direction, the tech giant announced they would abandon plans to scrap third-party cookies, instead favouring a “new path for privacy” designed to help users make informed choices about their online experiences. By allowing users to opt out of third-party cookies with their so-called Privacy Sandbox, Google aims to strike a balance between user control and support for the ad and marketing industry.
Even though Google has dropped plans to eliminate third-party cookies, B2B marketers still need to develop alternative methods for targeting customers. With the rise of ad blockers and evolving data protection legislation, marketing agencies can no longer rely solely on third-party cookies to understand their intended audience.
So, what are the alternatives? Here are some other ways businesses can collect and use consumer data:
First-party cookies: Collected from your audience via your own platforms, such as your website, applications, and social media pages. As users will explicitly know they are interacting with you, you’re in a better position to build direct relationships based on trust.
Contextual targeting: Rather than relying on user behaviour patterns derived from third-party cookies, marketers can use contextual targeting, which involves creating ads based on the content of the webpage rather than user-specific data.
Tracking pixels: This effective alternative involves gathering data from users who visit a webpage and delivering it directly to a server.
Identity-based solutions: Businesses can create user profiles based on a range of identifying data, including email addresses, mobile numbers, and logins, which are far less invasive than third-party cookies.
Utilising AI models: AI and machine learning models can be used to predict user behaviour based on large datasets, assisting marketers in delivering bespoke campaigns and segmenting audiences without relying on third-party data.
Navigate the Ever-Changing Marketing Landscape with Adfield
Whether we are baking sweet treats for charity or working with digital cookies to enhance marketing campaigns, our goal is always the same: to create meaningful, impactful experiences.
Need expert support with your campaign? Contact our Sales Manager, Emily Davies, to discuss your requirements:
Telephone: 01952 752508
Email: emily@adfield.co.uk