The third cookie is like Cretaceous dinosaurs. Complaining about consumer spending while asteroids stolen by Google, Mozilla, Apple, and others are on the verge of ruining what has been happening in this ad.
For better or worse, the internet has evolved to take advantage of what users are using: what “other people” such as advertisers and advertisers assume so that retailers and other businesses can follow who comes to this page, improve their customer experience, advertise, and find content visitors search through other websites as they go from page to page. Now that technology giants have banned drivers or are trying to remove them from their browsers, how many businesses are preparing for the “uncooked” future?
The answer, unfortunately, is not worship. A recent Adobe study found that only 37% of companies are “highly prepared” a world without third-party cookies. Many companies are adopting a wait-and-see approach that often brings “last minute, short-term repairs and functionality,” according to Amit Ahuja, vice president of Experience Cloud products and ideas at Adobe.
But the upcoming third-party cookies do not have to be intimidating. Instead, the future without trackers has the potential for businesses that learn how to scale changes, keeping the experience of prospective customers in anticipation, even without using third-party data. It is time to strike now, Ahuja says: “The fact that 63% of organizations are not prepared for a non-cooking country is showing great potential in moving the first-party approach to making a temporary difference.”
You envy, you lose. But before considering the solution, you might ask, Why should I be careful?
Users seek to monitor the performance of their accounts. Who can criticize them? In recent years, corporations have faced a major data crisis that has resulted in billions of private emails. The suffering will not be without consequences. Consumers hurt companies when they distort data in this way. According to Gartner Brand Survey 2019, 81% of customers refuse to steal from a company they do not trust, and 89% expect to be separated from those who violate their trust. “Users need to control everything they store and how they are used and products. This is very important for customers to trust you, ”said Ahuja.
But consumers are still waiting for the flexibility in which they can change: pre-supported preferences and information contained in other cookies. “As consumers, we all have high hopes for self-determination when we have a business,” Ahuja says. “Especially since everyone has moved so much digital to last year, now it’s a lot higher than ever.” Without third party information, customer experience will be difficult, as will companies.
That’s why they need care — and preparation, Ahuja says. Loss of third-party cookies will affect companies’ ability to find new customers for their products or services, as well as to retain and increase the value of existing customers.
An unforgettable future
What can you do? First of all, remember that cases of third-party cookies – for example, using personal data to please your customer – will not go away. Instead, they change. Companies need to increase the cost of first-party data: what they get from their customer-related sections. Most third-party cookies are non-removable: with third-party cookies being deleted, as it were, not on a large island that is open to users’ browsers but instead hosted by other servers, such as advertising servers, on the publisher’s page. Ahuja says: “Businesses now need to change the way they get their first party in order to change their customer experience,” says Ahuja.
Companies continue to collect data and share or purchase it from trusted sources. They need to make sure that the consent of consumers is respected, and that what is happening is real — that is, companies can do what is happening, in real time, and to the extent that they provide experiences according to their preferences. And they need to continue to gain new customers and increase the value of existing ones. To do this, here is a mantra worth remembering: real time or explosion.
The right person change should happen immediately, Ahuja says. There can be no delay between customers buying something and stopping seeing ads. They should also start receiving emails immediately, not later. “We see it as important in the process of informing the future: to have a program that can completely change the profile of a customer in real time, as new actions go through the process or process of choosing or participating in various activities, to be able to create government-owned profiles immediately. “Ahuja says.
Removal of third-party cookies should not be a cookie-pocalypse. It can be a useful tool: one that gives businesses the opportunity to come back and realize everything, to ask themselves how they can help their customers. In order to make things fun, businesses need to take care of the content and make sure that they respect the privacy of their customers and comply with local restrictions.
Asteroids are on the move. Now is the time to show interest.
This was created by Insights, the hand of material contained in the MIT Technology Review. It was not written by the authors of the MIT Technology Review.