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ETBrandEquity decodes what’s in store for digital marketing in a cookieless worldSearch for a ring on Google and the next thing you know is Instagram is all set to get you married.
Or consider this. It’s your husband’s birthday and you looked up men’s wallet. The next couple of days are very likely to be a ‘wallet fest’ for you on social media.
Do these situations ring a bell?
Especially in the present day and age, where the word ‘personalisation’ seems to turn brands on like nothing else would (no offence to ChatGPT!)
When a brand tracks its users’ clicks and search history and then uses that data to show the user ads that are more likely to be relevant to their interests, is what one calls behavioural targeting in digital marketing. The protagonist of this kind of targeting are third-party cookies.
Third party cookies basically track the user’s browsing activity across multiple websites and build a profile of the user’s interests.
However, it is no secret that the world is going cookieless soon.
Thus enters contextual marketing.
Consider this. You are surfing through a blog site centric to cosmetics, just when you see a Nykaa or Sugar ad crop up on the screen. This is nothing but contextual marketing, where user data isn’t tracked to show ads. But they are placed on websites or pages relevant to the content that the user is surfing. More on this later, below.
For the uninitiated, Google Chrome has been planning to phase out third-party cookies. Apple’s Safari and Mozilla Firefox have already implemented features that block third-party cookies by default.
What does this mean for behavioural targeting?
Experts are of the opinion that this form of targeting is set to take a hit once cookies are phased out. However, they also feel that alternative options (first and zero party data) should not be ruled out of the picture.
Karan Kumar, group chief marketing and growth officer, ART Fertility…
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