This past summer, Google took steps to give users more control over their online privacy, allowing users to block or clear third-party cookies more easily.
The past few years have seen numerous media reports about how companies are harvesting and using seemingly personal data to do everything from delivering personalized advertising to influencing political opinions. Consequently, consumers have become increasingly leery of platforms like Facebook and Google.
In recent years, election interference in multiple countries and cyberattacks have resulted in new data privacy legislation, such as the EU’s GDPR and the California Consumer Privacy Act. These new regulations control how brands and technology providers gather and use data, which in turn limits advertising capabilities.
The demise of cookies will transform how brands and publishers gather and utilize data. As more users block third-party cookies, targeted advertising won’t be as easy as it was during the cookie era. Brands will have to rethink how they reach their target audience, spread their message and trigger interest.
Customization and pinpoint targeting are currently the greatest benefits of digital advertising. Until technology companies find new, less invasive methods of online targeting, digital marketing will become more of a mass marketing platform.
In the cookie-less world, creativity will be the most important factor in order to engage your online audience, encourage conversation and sharing, and provide value to your customers.