The post- third-party cookies era is coming… It’s official! Google is going to make third-party cookies obsolete in Chrome. This is not effective immediately but within the next two years. This decision comes not as a surprise, since another two popular web browser companies, Mozilla Firefox, and Apple Safari have already put bans on websites that did setup tracking cookies on users following their steps across the web.
So, which are the implications of those bans for brands and marketers?
Well, for those brands that used to lean upon third-party cookies to target their audience… the only way is to change! But first, a few words of explanation about cookies.
A tracking cookie means…
A small text file created by a web browser, which is stored on a user’s devices after a website visit containing session-based information, in order to track their online activity.
Spotting the difference between first & third-party cookies
In the web ecosystem, there are two types of cookies. The first is “soft” and it’s called “first-party”, while the other is crunchy, called “third-party”. They are actually made with the same “dough”, but finally they “taste” different in terms of data privacy… Let us explain.
First-party cookies are created in order to track user’s online activity and recognize them once they come back. Cookies are beneficial both for users, as they don’t need to sign in again and again, and even more for brands, which can offer a more personalized experience to their users- with a higher likelihood for the latter to convert. The good thing is that cookies are anonymized, while they can be removed from somebody’s browser at any time.
On the other hand, third-party cookies have a more aggressive attitude since they allow websites to keep track of a user’s journey across other domains. So, if for example, you are searching to book a flight to New York, don’t be surprised if you bump into an ad about hotel accommodation in Brooklyn. It is probably that another ad tech company has placed third-party cookies on your browser, tracking your session data and selling them to those who are willing to pay for them.
Of course, such a practice violates the users’ privacy, since these are in many cases collected without their consent. This is why browsers and regulatory organizations are now blocking this type of cookies.
Time to focus on first-party data
Although this update might have been socking or even frightening for a quite significant percentage of marketers, this is not the end of the world! This means that there are other ways for marketers to reach their target audience. It’s first-part data. And what a coincidence… They utilize first-party cookies! According to a recent study, 82% of marketers stated that they are going to increase the use of the first-party data2.
First-party data, although sometimes neglected, is really an important and valuable piece of information, since it encompasses customer’s insights, on which marketers can rely. To customize their content according to the target audience and offer a personalized experience for the sake of the brand. Best of all, it all belongs to the business.
And now let’s talk about call tracking…
If phone calls are a significant part of your sales, then a call tracking software such as Nimbata is the ultimate tool for your business! Why? Because they bring your customer’s first-party call data on a silver platter, enabling you to make the most of them. Nimbata call tracking and analytics offer a clear view of your marketing performance, indicating which campaigns or keywords do or don’t work.
Additionally, it provides information such as the callers’ behavior and geographic location, while its post-call capabilities allow to rate calls, incorporate feedback, flag good opportunities and track conversions. Just by uploading the data to the business’s CRM or utilizing our integration options. All this data is of utmost importance for marketers to tap into and enhance targeting and finally their marketing ROI.
In an ever-changing marketing world, it is now time to act and stay ahead of the competition. Nimbata call tracking software combines a great many features, thorough reports, and an exquisite team always available to support you.