Cookies — small files that websites put on your computer to store information about your preferences — are relied on by 81% of companies for marketing and growth, according to a recent report by Twilio. But browsers, such as Google Chrome, plan to phase out cookies by 2024, reportedly to appease concerns from their audience. By Tom Ritchie.
In our latest Sifted Talks, we put these questions to our expert panel and here are some outcomes:
- The majority of marketers feel unequipped
- Go back to basic principles
- Create helpful content to collect first-party data
- Acquire better-quality data for different personas
- Be prepared to experiment
- Respect user consent
While acquiring first-party data, organisations have to be careful for regulatory purposes as well earning the trust of their audience. Cookies had become a crutch for lazy marketers. Rather than focusing on understanding their audience and tailoring content to solve specific pain points, easy access to third-party data has created a world where ads are served based on incomplete profiles, casting the net wide. Very interesting read!
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