What does the online world look like without third-party cookies? – eCommerce magazine


The ruling of the Federal Court of Justice (BGH) on the use of cookies for advertising purposes will now finally change online marketing in Germany. The Federal Court of Justice has ruled that users of the Use of cookies for advertising purposes actively agree. For a first party data strategy, companies need future-oriented technologies. In addition, the question arises as to what benefits data management platforms (DMP) without third-party cookies will still have in the future and which innovative technologies will continue to guarantee a personalized customer journey.

Third-party cookies are important for strategic goals

The GDPR as well as Anti-Tracking Policies various browsers increased the pressure on advertisers and publishers even before the BGH decision. Companies are already looking for new and cookie-independent technologies to continue to receive information about customers and access to potential new customers. The use of first party data is a data and future-proof alternative to a future tailor-made customer journey to guarantee. For companies, this means reacting quickly, setting up marketing strategies that comply with data protection regulations and checking the use of disruptive technologies.

Third party cookies

In practice, however, analyzing corporate data and implementing the findings in real time is not an easy undertaking. In spite of Introduction of intelligent systems – like DMPs or CDPs (Customer Data Platform) – CMOs are not sure whether the full potential is being exploited. Therefore, the question often arises whether the existing data is actually managed effectively and valuable opportunities are not missed. As essential cookies will disappear in the future, concerns about which strategy and which technology should be used are increasing in companies. How can strategic business goals continue to be achieved without the use of third-party cookies.

WTF – what does a world look like without third party cookies?

The use of cookies was viewed critically long before the ruling by the Federal Court of Justice. A look into the past shows that data protection is an ongoing topic. The Financial Times wrote an article back in 1996 about the use of cookies and their potential threat to privacy.

In addition, the current implementation of online advertising does not meet with broad approval from customers, companies or advertisers. The major browser providers have already reacted: Apple introduced Intelligent Tracking Prevention in the Safari browser. The Firefox browser also received a privacy feature – the Enhanced Tracking Prevention. Now Google has also announced that the support of third-party cookies in the Chrome browser will be discontinued in 2022. However, the two-year transition phase gives companies and advertisers some time to use alternatives to the use of third-party cookies.

Third-party cookies will gain in importance and will be a powerful tool in the future. It’s key to unlocking huge amounts of critical user data that customers have given their consent to use. Companies should therefore use the two-year window to check the scope of their first party cookies and optimize the technologies used for data analysis if necessary.

TBD – where is it going?

So far, the programmatic ecosystem has mainly focused on third-party cookies. Now, however, a turning point is emerging in data-driven marketing. Because due to the current, public debates about Brand Safety, Contextual Relevance and Data Protection, Brands must be increasingly protected. The focus will be on the use of first party data pools and services and the analysis of your own first party data. The latest marketing technologies exist for successful implementation, such as contextual intelligence solutions, which coordinate advertisements on different channels in terms of content and context and support brands, agencies, publishers and advertising platforms in the post-cookie era.

A technology should be able to classify texts, videos, audio and images and thereby provide better recommendations for a high level of brand safety and precise targeting – regardless of whether it is display or native advertising, audio or video marketing or addressable TV.

BTW – what will happen to the Data Management Platforms?

For companies and publishers, the focus will shift from third-party cookies to first-party data in the future. Of course, companies are looking for a comprehensive, universal solution. In most cases, existing MarTech solutions can be optimized or perfected. The focus of CDPs is on Data aggregation and organization, whereas with Data Management Platforms (DMP) the focus is on data activation. The shift to first party data definitely calls into question the use of DMPs.

In contrast to the DMPs, the CDPs still lack many integrations into broader AdTech ecosystems, also because the solution approaches vary depending on the industry and application area. Instead of weighing DMP and CDP against each other, companies that already have a DMP can benefit from a clear information advantage by integrating a CDP. First party data from existing DMPs, CDPs or ad servers are used and implemented in contextual intelligence.

Third-party cookies: implement first-party data strategy

Companies should see the disappearance of third-party cookies as a great opportunity for their digital marketing. To be one in the future data protection compliant data driven customer experience To ensure this, companies must use technologies that convert first-party data from DMPs, CDPs or ad servers into contextual intelligence. In this way, trends can be tracked and action-relevant relationships discovered even without third-party cookies.

The current transformation of digital marketing requires extensive data knowledge and extensive MarTech expertise. Due to the much stronger focus on the consent of the user, brand suitability and a First party data strategy the complexity in data driven marketing continues to increase. In order to cope with this major task, companies get the expertise and know-how of external specialists who support them in the development and implementation of data protection-compliant and future-proof data-driven marketing.

Third party cookies Silverbullet
Aline Zenses is Managing Director for Northern Europe at Silverbullet.

About the author: As Managing Director for Northern Europe, Aline Zenses heads the Silverbullet Data Services Group and uses her expertise to support companies in the German market in using data-driven marketing to fully exploit their potential. Her focus is on intelligent data management and activation of the data in order to use it optimally for marketing purposes. Aline Zenses looks back on over 15 years of experience in the fields of digital marketing and data technology. Before joining Silverbullet, she headed the product team at Microsoft and worked at Google.

Silver Bullet was founded in 2016 with the aim of transforming and personalizing data-driven marketing in a future-oriented manner. This is guaranteed by a symbiosis of data expertise, intelligent technologies and next-generation DataTech services. The focus is on intelligent data management and activation of data so that companies can fully exploit their potential through data-driven marketing. Silverbullet is headquartered in London. In addition to further locations in Milan and Melbourne, offices were recently opened in Munich and Hamburg. (sg)

Also read: Targeting without cookies: 5 scenarios for data-based solutions