Recently, I watched a webinar by Northwoods, a marketing agency in Milwaukee, and the discussion centered on cookies, third-party tracking methods.
First of all, it was very good. If you'd like to watch it, click here.
It's been well publicized the shift to more transparency by social media and websites as far as what they're tracking from visitors, i.e. Google Analytics.
According to a statistic shared during the presentation, the ad blocking penetration rate is growing. In 2014 it was 15.7% (per Statista). In 2021, that number has swelled to 27%, about a 71% change. That's important because not being able to understand data via data tracking, makes marketing decisions more difficult.
What cookies allow marketers to do is to remarket to an audience, target previous website visitors and target users based on their browsing history.
So, when cookies are blocked, that data becomes increasingly difficult to obtain and analyze.
The presentation said third-party cookies will likely be gone within two years. So how do we get data we need to make informed marketing decisions?
Suggestions include contextual advertising, which is an ad that in similar to the content on the page. For example, being on a food website and getting an ad about Oreo cookies.
Another suggestion was content advertising, which is providing information. For example, if a potential customers is looking for a new lawnmower, place content as an ad, rather than an ad. Essentially, people want content, not ads.
The forecast says marketers will be marketing to groups rather than individual people, according to the presentation.
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