The use of cookies for online advertising is on the decline. Many browsers have started to block or limit the use of cookies, making it more difficult for advertisers to track users’ online activities.
Enter post-cookie advertising. Instead of relying on cookies to track users, post-cookie advertising uses other methods to target ads. This can include using browser-level data, such as device type and operating system, as well as contextual information, such as the content of the webpage a user is viewing.
One advantage of post-cookie advertising is that it can be more privacy-friendly. Because it doesn’t rely on tracking users’ online activities, it doesn’t need to collect as much personal data. This can help to reduce the risks of data breaches and other privacy violations. Another advantage is that post-cookie advertising can effectively reach the right audience. By using contextual information, advertisers can target ads more accurately, ensuring that they are shown to the most likely to be interested in them. This can help to improve the overall performance of advertising campaigns. A potential downside of post-cookie advertising is that it can be more challenging to track the effectiveness of ads. Without the detailed data that cookies provide, it can be difficult to measure how well an ad is performing and whether it is achieving its desired goals and make it more difficult for advertisers to optimize their campaigns and improve their results.
Post-cookie advertising represents a shift in how online ads are delivered and tracked. As the use of cookies continues to decline, post-cookie advertising like first-party data, contextual signals, and privacy-first APIs like Topics API, FLEDGE API, and Attribution Reporting API will become mainstream.
Don’t take bad habits with you into the new year. Is your strategy out of shape? A bit behind on best practices? Dreaming of cleaner design? We got you. Connect with Mittcom to cross off all your marketing resolutions in 2023.