The deprecation of third-party cookies is coming. Advertisers rely on the data collected from these cookies to build campaigns that target consumers most likely to purchase from them. So what do you do when you won’t have access to this intelligence anymore?
What Are Third-Party Cookies?
Unlike first-party cookies that are stored on a visitor's computer when they visit your site, third-party cookies are cookies that are placed by another site that isn't your own. Advertising platforms such as Facebook and Google use these cookies to enhance the customer experience, helping advertisers reach more users based on profiles they have built.
The End of Third-Party Cookies
So, what happened? Simply put, more people around the world grew increasingly concerned about online privacy. The EU and California passed their own laws to help with privacy. Due to the the pressure of these laws, more platforms were forced to change their approach to advertising. Safari and Firefox were the first to block third-party cookies. After Apple announced the rollout of the App Tracking transparency policy for their users, Google revealed an even bigger change. In March, the company said in an official statement that they were phasing out their third-party cookies.
What Does This Mean for Advertisers?
While we don’t know how big these decisions will have on the world of digital advertising, one thing is for sure - without a plan in place, advertising will be more difficult moving forward. Without the use of third-party cookies, it will be difficult to create targeted advertising campaigns to potential consumers and leads. Advertisers will have to either fully rely on only first-party cookies with its limited reach or find other paths entirely.
How We Can Help
You can still reach your audience in other ways. While third-party cookies may not be an option for you in the future, one promising alternative we’ve seen is through the emergence of a browser called Brave. Although new, the platform boasts an impressive 29M monthly active users that offer a private browsing experience that block data-grabbing ads and trackers. What makes this a great alternative to other browsers is that Brave users who opt-in to viewing ads will earn rewards through Basic Attention Tokens (BAT).
The Brave Ads platform gives advertisers the following ways to show ads and measure performance to their users:
Push Notifications: As consumers browse, they are presented Push Notifications featuring the brand name, a call to action that drives the user to the advertiser’s desired landing page, and a click-through URL.
Sponsored Images: More similar to a billboard than a typical digital ad, these ads take up the full screen when a user clicks on a new tab.
Brand Lift Surveys: Compare brand perception among Brave users prior to the campaign launch and post campaign to measure the impact of your marketing.
Since the platform provides users with the option to control ad frequency and scheduling, users are more likely to engage with ads since they are expecting them. Here are a couple of statistics about why Brave users are unreachable elsewhere:
6 in 10 use an ad blocker when using other browsers so programmatic ads aren't viewed.
80% do no watch ad supported TV.
Only 50% of Brave users use Facebook.
75% of their time is spent browsing online via the Brave browser that blocks ads.
Adalane Media Group can help you take advantage of this new and unique way of advertising to the anonymous. We have already helped some clients be the first advertiser in their industry on Brave. Is your advertising strategy ready and prepared as the web transitions to a more private surfing experience?