A cookieless future: Preparing for personalization in a cookieless world

Cookies have long been a great way for websites to collect data and deliver targeted content to their users, be it tailored ads, personalized product recommendations, or simply content. However, it seems like we are preparing for a cookieless future, as an increasing number of web browsers have started to phase out cookies.

Why are we heading to a cookieless future?

The latest change coming from a giant like Google, could mean that a cookieless world is closer than ever.

While you might already know that cookies are small pieces of data, processed and stored by web browsers (Mozilla Firefox, Google Chrome), which websites then use for delivering targeted content, it is important to understand that there are privacy concerns tied to them.

That is why, players like Google have decided to take a step back and phase out cookies with time. Recently, Google announced it had turned off third-party cookies for 1% of its users, this percentage amounting to a number of 30 million users. The deprecation of cookies is expected to take place gradually, as Google declared that a 100% phase-out will only take place in the third quarter of 2024.

How will a cookieless future look like?

A cookieless world means that third-party cookies will no longer be supported by web browsers. There are already web browsers that have restricted their use a while back, starting with 2017 when Apple Safari introduced the Apple Safari Intelligent Tracking Prevention (ITP) 1.0. This feature aimed to limit the ability of third-party cookies to track users across websites, thereby enhancing user privacy. Then in 2018-2019, Mozilla Firefox followed through with blocking 3rd party cookies by default, a move which aligned with the growing emphasis on user privacy and the need to address concerns related to online tracking.

Does this mean the rise of cookieless tracking and cookieless analytics?

These browser changes have contributed to the broader industry shift towards a more privacy-conscious approach to online tracking. However, various browser vendors and industry stakeholders are actively working on alternative technologies and methods to balance user privacy with the needs of advertisers and content providers.

Cookieless tracking and cookieless analytics seem to be the answer to the problem. One solution is the adoption of first-party data strategies.

Companies should prioritize collecting and utilizing data directly obtained from their users during their interactions with the company's own platforms. This includes data provided willingly by users through account settings, preferences, and explicit consent, allowing for tailored experiences without relying heavily on third-party cookies.

One such example are personalized product recommendation tools, like Aqurate Personalize. You can read more about how Aqurate Personalize delivers targeted product recommendations here, without it having to rely on third-party data.

Cookieless analytics, as the name suggests, refers to the practice of analyzing user behavior and collecting data without relying on traditional browser cookies. Thus, cookieless analytics employs alternative methods to track and analyze user behavior while respecting user privacy preferences and regulatory requirements. One such example is server-side tracking.

Server-side tracking - an alternative method in a cookieless future?

Instead of storing website data in the user's browser (the "client"), as in traditional tracking, server-side tracking records it on a dedicated server. By doing so, it circumvents adblockers and tracking prevention, ensuring the collection of higher-quality data.

Once the data is captured on the server, there is flexibility to adjust and transmit it to existing analytics and marketing tools as needed. This approach empowers its users to retain control over data, reduces reliance on third parties, and allows its users to determine the level of data protection.

What does a cookieless world mean for marketers?

All changes taken into consideration, a cookieless future would mean that marketers and advertisers have to find new ways for website personalization and delivering tailored content.

One such example is contextual advertising. This trend is gaining traction, especially in a cookieless future, where personalized content is delivered based on the context of the user's current activity, rather than relying on extensive cross-site tracking. Incorporating machine learning and artificial intelligence into the personalization strategy can also be valuable, as algorithms can analyze on-site behavior and user data without compromising individual privacy.

By embracing new strategies, marketers can adapt to the cookieless future, respecting user privacy while still managing to deliver personalized marketing experiences.

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Now that you have learned all about a future without cookies, take a look at how to create product pages that convert (no cookies required😉), in this free eBook!

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