Dossier: Cookieless future

In this whitepaper, we will immerse you in the world of cookies, discuss what exactly is about to happen and how you can prepare your company for it. Enjoy!

Data collection and developments in legislation and browsers are hot topics in digital marketing. Safari and Firefox are blocking third-party cookies by default, and Chrome will follow in 2024 – with a market share of no less than 65%. We’ll walk you through the main developments and opportunities that these changes bring in this article.

The digital landscape will change significantly with the elimination of third-party cookies and the introduction of new European legislation. Advertisers will have to innovate and make the way that they market themselves more sustainable. First-party cookies and a review of the customer relationship are key to this.

In the 'cookieless era' it’s a lot more difficult to collect data and track website visitors outside your own environment. Tracking visitors becomes tricky as well. As a marketer and organisation, you are faced with a choice: how do you balance privacy, security, and delivering a customised user experience? At iO, we believe in the power of data, but even more in a flawless and outstanding user experience. By focusing on quality rather than quantity, you turn data loss into an opportunity to build a genuine relationship with your target audience.

But how do you get started with a first-party data strategy? What do you pay attention to? Can you still rely on third-party data? And which stakeholders do you best involve in this 'new' phase? In this whitepaper, we help you out.

Everything evolves, including marketing and analytics. For instance, server-side tracking - an old measurement technique - is currently experiencing a revival. This technique helps you collect data about your customers online.  Server-side tracking instead of client-side tracking  At iO, we know that data is essential to gain insights, improve your users' experience and optimise your ROI. But how do you reliably collect data as more and more browsers ban third-party cookies?  The traditional way of collecting data - client-side tracking - is becoming increasingly limited because of privacy concerns and browser restrictions. Server-side tracking is the answer to this problem. In this blog post, we'll tell you more about the pros and cons of server-side tracking, how to set up server-side tracking yourself, what the best practices are and what it costs. 

2020 and 2021 have been chaotic, to say the least. For digital marketers, 2022 is already off to a similar start. An Austrian judge ruled that the use of Google Analytics violates the GDPR. Considering that the tool has a market share of 85.2%, this has caused a lot of panic in the industry. However, before we start making rash decisions, it's time to look at the facts. Put all of those ideas of throwing your entire analytics stack out the window aside, sit down and read this.

A Customer Data Platform collects your customers’ data and is mainly at home in the more ‘mature’ marketing departments of the organisation. A CDP combines customer data from different platforms and hands it back to you in a 360° package. This whitepaper illustrates how a CDP gets assembled, where its added value lies CDP can be for your organisation and which conditions best serve a CDP.

The cookieless era is just around the corner. The third-party cookie will soon disappear, so marketers need to look for new ways to reach their target audiences. What does a world without third-party cookies look like? And what steps can — or should — marketers take to keep all stakeholders happy?

The cookieless era is just around the corner. The third-party cookie will soon disappear, so marketers need to look for new ways to reach their target audiences. What does a world without third-party cookies look like? And what steps can — or should — marketers take to keep all stakeholders happy?

The cookieless era is just around the corner. The third-party cookie will soon disappear, so marketers need to look for new ways to reach their target audiences. What does a world without third-party cookies look like? And what steps can — or should — marketers take to keep all stakeholders happy?

Avid advertisers might already know, but for those who don’t: Google is discontinuing Similar Audiences in 2023. Do you feel a mild panic rising in your chest? There’s no need to worry. Read all about the impact of Google’s decision on advertising in this blog.

Organisations often store user data on their websites and apps, usually in the form of cookies. But every organisation has to be transparent about how they handle this data, and let users know if their data is shared with external parties. A Consent Management Platform (CMP) can help with this. We'll tell you all about it in this blog. 

You may not have noticed, but a lot has changed in terms of analytics and tracking over the past five years. This is partly because we've already grown accustomed to many changes, and partly because their impact has come very gradually. Half a decade ago, no one knew of the existence of a cookie banner, a year later everyone thought they could never get used to it, and today we don't know any better. We've made serious strides in terms of data regulation, and perhaps the biggest steps are yet to come in 2024.

We all know third-party cookies, a marketer's bread and butter, are leaving the building. The cookieless future was irrevocably set into motion when Google decided to remove them completely by 2024. This presents us with the unique challenge of tracking an audience that does not only demand an excellent experience but is increasingly privacy-conscious, too – quite paradoxical, we know.  You’ve probably also heard that first-party data is the way to go. So, how can you turn leads into returning customers and, more importantly, how will you procure their data? We suggest a trust-first marketing approach that focuses on excellent content to establish a relationship with customers and users, making them more inclined to share their data with you. 

2024 is the year of the Cexit: the exodus of cookies completely reshapes the digital advertising landscape. How do you set up strong marketing strategies and how do you ensure that your campaigns still convert without the third-party data you used to start from? And how do you walk the tightrope between demands for security, privacy and outstanding user experiences? You’ll find out on 29 February 2024, during How to be successful in marketing in cookieless times. During this exclusive iO event, you will discover how to successfully tackle cookieless marketing, advertising, analytics and automation.   Don’t miss this opportunity to stay ahead of the pack. 

With iO and the right Consent Management Platform your users understand and trust you with the data you collect, the cookies you use, and more.