Marketers rely on cookies (the kind you cannot eat) to track visitor data and personalize marketing efforts. And like Cookie Monster love them. Google’s recent announcement of phasing out third-party cookies is going to bring about seismic changes to the cookies are used.
A bit of backstory
The phase out of the third-party cookie was announced by Google in early 2020. There was uncertainty in the air about the usage of ad-tracking tools and whether an alternate identifier would be built to track visitor data. But Google’s recent announcement has clarified that an alternate solution is not available and that by 2022 third-party cookies would be phased out.
Into the world of cookies…
Before understanding the difference between first-party and third-party cookies we need to know what a cookie is. Cookies are small text files placed on users’ browsers after they visit a website. It can be by first-party or a third-party.
First-party cookies are stored by website owners to collect analytics, remember visitor data (such as passwords, language settings etc.), and provide a user-friendly browsing experience.
Third-party cookies are set by a website other than the one a user is currently viewing. It is used for cross-site tracking and retargeting.
It is the cookies of the second kind that are going to be impacted.
And that’s the way the cookie crumbles!
For years, third-party cookies formed the cornerstone of advertising. But they’re going to disappear over the horizon soon. This impacts engagement tracking for Pardot users.
- There will be a drop in behavioural data signals making it difficult to build high-quality buyer personas.
- Pardot users will have to align their domains for all their assets in a campaign.
- The same root domain should be consistently used.
The need to move to first-party tracking and a cookie-free world
Forward-thinking organizations have realized that it is time to focus on their first-party data and make it as usable as possible. Companies that have prioritized this move will enjoy better compliance with regulatory changes and market dominance.
First-party data can be leveraged to customize ads and engage visitors.
Here are the benefits of first-party cookies.
- Visitor information is more accurate as it is based on actual visitor data and not information that has been resold hundreds of times by third-party vendors.
- It boosts marketing performance. According to a study by Boston Consulting Group, brands that use first-party data see a lift in conversions.
- You can build a more personalized connect with your audience as your competitors do not have access to the same information.
Let DemandBlue help you make the move
Migrating to first-party data tracking involves careful planning and a lot of steps. Pardot users will have to assess web properties and Pardot-hosted content. Tracker domains will have to be configured for first-party tracking. Tracking codes need to be implemented. Start your migration journey now and gain an edge.