With the increasing privacy concerns and regulations, the use of third-party cookies has become more limited in the marketing industry. The deprecation of cookies by Safari, along with the introduction of the General Data Protection Regulation (GDPR) and the recent changes in IOS 14.5+ mobile apps consent have resulted in stricter regulations for the use of cookies and personal data. This has resulted in a decrease in the amount of data available for marketers to understand their customers and personalize their engagement.
However, with the increasing privacy concerns and regulations, the use of third-party cookies has become more limited. This has resulted in a decrease in the amount of data available for marketers to understand their customers and personalize their engagement. The traditional methods of remarketing and behavioural targeting have become limited as well.
As a result, many businesses have had to shift towards using first-party data and alternative tracking methods, such as client-side tags, to gain insights into their customers and personalize their engagement. These methods allow businesses to collect data directly from their own website, rather than relying on third-party data.
Third-party cookies have been a key tool for marketers in the past, but their limitations and privacy concerns have led to a shift towards alternative methods for data collection and personalization. These alternative methods, such as first-party data and contextual advertising, aim to provide a more accurate and privacy-focused approach to marketing.
However, both first-party data and contextual advertising have their own limitations. This is where server-side tracking comes in.
Cookie were never a perfect solution
- Cookies can be deleted or blocked by users, affecting their accuracy and effectiveness.
- Cookies can also be manipulated or spoofed, leading to inaccurate tracking and data collection.
- Third-party cookies can also raise privacy concerns, as they allow data to be collected and shared across multiple websites.
In addition, cookies are limited in their ability to accurately track individuals across multiple devices, as they are tied to specific devices rather than specific people. This can result in fragmented data and a less complete picture of customer behaviour.
Overall, while cookies have been a useful tool for marketers in the past, their limitations and privacy concerns have led to a shift towards alternative methods for data collection and personalization. These alternative methods, such as first-party data and contextual advertising, aim to provide a more accurate and privacy-focused approach to marketing.
Server side tracking
Server-side tracking provides a more privacy-compliant and secure way to collect and use customer data for marketing purposes. By using server-side tracking, businesses can collect data directly from their own servers and store it in a secure environment, reducing the risk of data breaches or unauthorized access. This approach also allows for more control over the data collected and how it is used, as well as greater transparency for customers.
In addition, server-side tracking can also help businesses overcome the limitations of cookie-based tracking, such as the difficulty in tracking individuals across multiple devices and the loss of data when cookies are deleted or blocked. By using server-side tracking, businesses can collect more accurate and consistent data, even as the use of cookies becomes more restricted.
Server-side tracking can provide a more privacy-compliant and effective solution for collecting and using customer data in the post-cookie world. It offers businesses greater control and transparency over their data, and allows for more accurate and consistent tracking of customer behaviour. Additionally, server-side tracking can also help raise the reliance on AI models and change traditional CPA models.
As of now, while waiting for Google to adapt some of these policies in the coming years for Chrome and Android apps, businesses can leverage the benefits of server-side tracking to ensure privacy-compliant tracking and ownership of their data.
In conclusion, the cookie deprecation trend is forcing businesses to adapt their strategies and find new ways to effectively reach and engage with their target audience. With the increasing privacy concerns and regulations, the use of third-party cookies is becoming more limited, and server-side tracking is emerging as a more privacy-compliant and effective solution for collecting and using customer data. However, with 90% of customers not sharing their data, businesses will have to work with less data and rely more on AI models to fill the data gaps. The shift towards server-side tracking will not be easy for small businesses and all businesses will need to look into traditional online marketing approaches and adapt with the changes.
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