Spring cleaning tips for the post-cookie future

Spring is here, and it's time to look at your business objectively and to discover what you need to do in order to future-proof your business. As we step into a first-party data fuelled, cookieless future, there are many options available - it's about finding what is right for you.
 

Tip 1: Understand why this is happening

In short, third-party cookies track user behaviour in the bid to provide a more targeted experience based on the information they gather. Due to their nature, there are often privacy concerns attached, and without provisions, they can fall in violation of GDPR and other privacy regulations.

Remember: Third-party cookies aren’t going away because Google said so. They are going away because they are not built for the modern marketing age, and they encourage bad business practice. 
 

Tip 2: Do not wait. Act now

Many businesses are saying “we get good results from third-party cookies, so we’ll continue to use them and watch what happens”. Sound familiar? The industry took a similar approach to GDPR in 2018, and many fell short when regulations meant their existing business practices were no longer fit for purpose.

Remember: Just because the demise isn’t due until next year, doesn’t mean you have all the time in the world. There are so many solutions to explore which outperform third-party based targeting, and they are ready now.
 

Tip 3: Nail down your zero & first-party data strategy

It may sound obvious, and you may have read it time and time again, but ‘zero&first-party’ data is truly going to be your best friend from now on. It’s the richest form of data you will have about your customers and consumers and will come to you fully consented. Make sure you utilise this well and unlock its fullest potential.

Remember: You’re not expected to do this alone. Find a strategic specialist partner who can help you design and build a zero&first-party data strategy built for the future.
 

Tip 4: Explore advanced contextual

Contextual 2.0 is here, and it is here to stay. Why? It’s a no brainer -  the methodologies surrounding how the tech works relies on no personal data whatsoever, making it 100% privacy safe, 100% compliant and 100% cookieless. It really is future-proofed for the post-cookie era.

Remember: You can trial out a few options before you fully commit. Next generation solutions such as 4D will help you find new audiences at scale, with performance metrics that truly matter.

So what are you waiting for?