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Third-party cookie depreciation has been looming just over the horizon since 2021. While the date has been pushed back several times, cookie depreciation is slated to start at the beginning of 2024. In this environment, businesses should stop thinking about the “cookieless future” and realize that we’re in the “cookieless now.”
In a recent webinar, Scott Kozub, vice president of product for Experian Marketing Services joined Lory Mishra, product marketer for Adobe Real-Time CDP to explore this cookieless now in greater detail. They examined the use cases for replacing third-party cookies with partner data and how Adobe Real-Time CDP can use partner data to enrich existing customer profiles and find new customers, boosting customer acquisition and retention efforts.
How Will Cookie Depreciation Impact Marketing Use Cases?
The loss of third-party cookies will be keenly felt by many a marketing team. Recent research conducted by Advantis on behalf of Adobe uncovered how losing third-party cookies will impact marketers’ most common use cases as well as the metrics used to track the success of their marketing efforts. For starters, 60% of all experience personalization currently depends on third-party cookies. Beyond personalization, retargeting and customer loyalty are two other use cases marketers report will be heavily impacted by third-party cookie depreciation.
Research also indicates that metrics such as media efficiency, click-through rate and return on advertising spend will be impacted by cookie loss. “This creates that much more urgency to transition to new tactics,” said Mishra. Marketers have depended on third-party cookies for so long they’ll need new strategies to both achieve and measure their goals.
Setting the Foundation for a First-Party Data Strategy
While the use of cookies might be ending, marketers’ use cases aren’t. Marketers still need to effectively find, reach and retarget prospects, personalize to new or unauthenticated site visitors and measure and understand their customer journey.
As Kozub said, brands must remain relevant with the customer and understand the profile of that customer regardless of the impact of the identifiers. But how do marketers accomplish these goals without third-party cookies?
Having a strong first-party data strategy will be critical to marketing efforts without relying on cookies. “Our perspective is that brands need to evolve and double down on having a foundation of first party data and then augmenting it,” said Mishra. This could start with two brands or lines of business in the same company agreeing to share each other’s data sets.
Using Partner Data in a CDP to Enhance Marketing Efforts
Beyond first-party data, businesses can also leverage second-party data (enriching datasets between two brands).
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The third piece of the new data puzzle is third-party data — entering into a partnership with a data partner. This could take the form of prospects or attributes businesses can use to enrich their existing data sets. Data partnerships can help businesses with prospecting, audience enrichment, retargeting, reaching known customers and more.
One of the reasons a customer data platform (CDP) has become a necessity in recent years is the need to collect this data from anywhere and use it to build out comprehensive customer profiles. The Adobe Real-Time CDP operates on four pillars, which provide the following advantages to this goal:
- Fast and flexible data connections: An open framework and pre-built connectors allow customers to bring in profile data, such as durable IDs, CRM IDs, first-party cookies and event data.
- Actionable real-time profiles: The profiles in Adobe Real-Time CDP let marketers achieve their goals of using data to deliver the right messaging. “Once you bring all of that data in, it's not good for anything if you can't do anything with it,” said Mishra.
- Activation anywhere: It’s critical for marketers to have a framework that allows you to send your data anywhere you'd like to make it actionable. Adobe Real-Time CDP can activate dozens of prebuilt marketing and advertising destinations to your web properties for personalization efforts.
- Productized governance, security and privacy: Marketers need to be aware of and comply with a flurry of rules and laws concerning consumer data. “These days, consumers expect more respect for their privacy,” said Mishra.
Conclusion
The end of third-party cookies doesn’t have to mean the end of personalized marketing campaigns. Using first-party and partner data in a customer data platform such as Adobe Real-Time CDP lets marketers use data for prospecting, audience enrichment, offsite retargeting and reaching known customers — everything they were able to do with third-party cookies. By switching from a third-party cookie strategy to one that leverages both first-party and partner data, marketers are well-positioned to survive the end of third-party cookies. “With partner data support in Real-Time CDP, we're excited to bring to market a capability that helps brands centralize marketing in a single system across the funnel,” said Mishra.
Watch the full webinar, Introducing Partner Data in Adobe Real-Time CDP, Featuring Experian.
