Advertising

Is all the data going to disappear with the “Cookiecalypse”?

The countdown to the end of cookies is entering its final stretch. With the arrival of summer, the final sprint to what seems to be their inevitable demise will begin. Chrome, Google's browser, will block the downloading of cookies by default (something that other browsers also do) and thus limit the data that advertisers can access. The decision was taken for privacy reasons, as this is what Internet users want. 

Add to this move the fact that Apple has limited the data collection that apps can do in their mobile operating system and you have a complete picture of how capturing consumer data is becoming increasingly difficult, even though companies and especially the online advertising industry depend on this data to implement their strategies. 

But while these data sources are going to disappear, the truth is that not all information will. Marketers have had two years to prepare for the demise of cookies in Chrome, and certain data sources will continue to function. In the post-cookie world, first-party data will be far more important than ever. So will knowing how to use what you have. 

First-party data

As we have already mentioned, the demise of cookies will make first-party data, that which the company collects directly, even more relevant. In addition, once the consumer has to confirm their data - for example, this is what happens with systems that require them to log in to access certain elements - you can be sure that they are a real person and that these are their real points of contact. 

The scale of this data is smaller and the company has to take on more work in terms of privacy, but it is much more accurate and efficient data, and the consumer has consented to its use.

Identity graph

What are known as identity graphs are not going to disappear because cookies do. Although they are a crucial part of how they are created right now, marketers must work to find viable ways to continue to create them. They need to pivot to what data they use to define them. 

Back to the home

What consumers' homes are like has been the million-dollar question for decades in marketing and advertising and what the industry's pioneers were working on. 

Now the time has come to bring it back and improve it (also taking into account the potential in this area of IP, which tends to be the same in every home, however limited its future may be). The idea is not to go back to selling advertising as TV did in the 80s, but to learn from those models in order to work in related areas in a manner worthy of the 21st century.

Contextual data

Who is going to be the big winner from the cookie blackout? The industry has been saying for some time that it will be contextual advertising, the format that reigned supreme in online advertising in the early days of the Internet and was eclipsed by the potential of the new systems. Content will once again be key to segmenting affinity audiences and serving campaigns, with the added bonus that in this day and age everything is much more sophisticated than it was in the early days of the web.

Second-party data

In other words, the time has come to collaborate with other players in the industry. But it must be done in a secure way in terms of privacy and information security.

Cohort analysis

This is what Google is going to do in the post-cookie world, creating niches of related data, profiling groups of consumers through similar behaviors and common interests. Everything is more private and more secure than personalized advertising, or so they claim.