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    What Google’s cookieless privacy policy means for digital marketers

    Climb Online
    Pink Office Desk

    We are seeing radical shifts in the expectations of consumers when it comes to privacy, with a study from Pew Research Center showing 81% of consumers think the potential risks of data collection outweigh the benefits.

    In response to these developing trends, Google has announced that it plans to phase out the use of third-party cookies, and instead invest into tracking user movements across the web anonymously through privacy-preserving technologies.

    The vision of a cookieless web will naturally have important implications for advertisers and marketers alike, and though Google plans to delay this phasing out of third-party cookies from the Chrome browser until 2023, it is vital to get ahead of the curve and plan ahead for this change.

    Here are the proactive steps you can take to prepare for a cookieless web.

    Preserve Data

    Google is recommending to not simply dispense with your current cookie implementations and pixel integrations. The data you collect through these is valuable and will continue to be so as you gradually implement new ways to collect data that meet the new privacy requirements.

    Instead, ensure you have robust tagging functionalities to help preserve your existing data as you build new ways to collect information and transition to towards the loss of cookies altogether.

    Inform Ad Networks

    The information that marketers collect is crucial to the ability of ad networks to provide the data needed to create messaging with the best conversion rates.

    As Google phases out third-party cookies, it is important to share collected data on the customer journey as soon as possible with ad networks. This will allow them to build effective models and algorithms to replace cookies while meeting the new requirements.

    Invest in First-party Data

    With the loss of third-party cookies, it is vital to generate first-party data, that is, data consumers willingly and knowingly share with a brand. Investing early on in customer service interactions will make the transition to a cookieless world much smoother, while allowing you to continue collecting valuable insight into your audience.

    Creating alternative ways of collecting information, such as surveys, deals and loyalty programs, where customers agree to provide details such as email addresses to receive marketing communications, will become more important than ever.

    Protect PII

    Personally Identifiable Information [PII] is a cornerstone of many marketing efforts, but with the new privacy requirements comes a responsibility for companies to place consent at the forefront of data collection.

    Brands must have robust means of collecting data that makes it clear to users how their information is being used, and what value this offers to them as consumers. Above all, priority must be given to data privacy and security.

    It is important to invest in developing these tools early on, as those without comprehensive consent and privacy tools when Google phases out third-party cookies will find it increasingly difficult to implement effective advertising and marketing campaigns.

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