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Navigating the digital world without third-party cookies
Cookies, a key source of data for marketers for years, are becoming unpopular with consumers and privacy advocates. But how do marketers shore up their marketing toolkits in preparation for increasing privacy regulations including, but not limited to, the loss of the third-party cookie?
SAS can help by giving you a significant head start in a world without cookies. How? By adding SAS Customer Intelligence 360 to your marketing program. SAS Customer Intelligence 360 is a multichannel marketing hub built for tomorrow that delivers unique capabilities for overcoming the challenges of a third-party, cookie-less world
Download this in-depth whitepaper on marketing without cookies.
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What is the impact of the demise of third-party cookies?
The decline of third-party cookies has significantly impacted digital marketing by limiting the ability to track users across websites. Browsers like Firefox and Safari have blocked these cookies since 2013, and Google plans to eliminate them from Chrome as well. This shift is driven by consumer demand for privacy, leading marketers to rethink their strategies and explore alternatives for tracking and targeting consumers.
How can SAS Customer Intelligence 360 help in a cookieless world?
SAS Customer Intelligence 360 provides tools to optimize customer journeys by leveraging first-party data. It enables marketers to merge online and offline identities, apply real-time AI and machine learning analytics, and deliver personalized experiences across channels. This helps marketers adapt to the loss of third-party cookies and maintain effective engagement with customers.
What alternatives to third-party cookies are being proposed?
Alternatives to third-party cookies are being proposed by various groups, including the advertising industry and Google. Initiatives like the Secure Web Addressability Network (SWAN) and Google's privacy sandbox aim to provide new methods for tracking user behavior without compromising privacy. For instance, Google's FLoC initiative, now replaced by Topics, groups users into cohorts based on similar browsing habits, allowing advertisers to target these groups instead of individuals.
Navigating the digital world without third-party cookies
published by TechnologyXperts, Inc.
TechnologyXperts, Inc. is an Ohio registered corporation established in 1999 providing comprehensive IT services to enterprises of all sizes handling all aspects of computer desktop, server, network and telecommunications needs. We are a business enabler that helps companies achieve their business goals and objectives through the economical and effective use of information technology in their environment. We are trusted partners/advisors helping small and medium size businesses maximize their return on their IT investment while minimizing related IT expense. Our comprehensive and proactive approach towards IT management helps our customers minimize the risk inherent when a business depends upon IT to get work done. Our innovative approach towards managing IT smartly and cost-effectively is built upon years of management experience leading a crack team of business savvy, technical consultants in a wide range of business situations. Helping businesses leverage the latest technologies for maximum business effect is the key. Our business is IT. With TXI, you can get out of the IT business and get on with what really counts.
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