With the introduction of Apple’s Intelligent Tracking Prevention (ITP), Google’s Privacy Sandbox, and other privacy-oriented initiatives, cookies are quickly becoming obsolete. This means that businesses now need to find new ways to track their users and measure performance. In this blog post, we will discuss strategies that can help businesses survive in a cookieless world.
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1. Leverage customer data platforms (CDPs). Customer Data Platforms enable businesses to collect user data from multiple sources and consolidate it into one central repository so they can gain greater insights into user behavior. This is especially useful for businesses that rely heavily on cookies for tracking purposes since CDPs provide them with an alternative solution for collecting customer data. Plus, CDPs allow businesses to target ads more accurately than ever before
2. Utilise server-side tracking solutions. Server-side tracking solutions (such as Meta’s Conversions API) enable businesses to track users without relying on cookies. Instead of relying on third-party cookies, these solutions use proprietary algorithms to identify unique users and track their behavior across various websites and devices. These solutions are also able to run in the background and are not affected by browser updates or changes in privacy policies, which makes them ideal for businesses looking for long-term tracking solutions.
3 . Implement fingerprinting technology. Fingerprinting technology is similar to server-side tracking but relies on a different set of parameters such as device type, operating system, browser version, screen resolution etc., rather than relying on third-party cookies or other identifiers. Fingerprinting allows businesses to track users even when they switch devices or browsers since the technology is able to “fingerprint” each user based on the above mentioned parameters instead of using traditional cookie identifiers.
Conclusion: As the digital landscape continues to evolve, it’s essential that companies stay ahead of the curve by adapting their strategies accordingly – especially when it comes to user tracking and measurement efforts. While cookies have been an integral part of digital marketing for years now, they are quickly becoming obsolete due to recent changes in privacy regulations and updates made by major tech companies like Apple and Google. Fortunately, there are still several strategies companies can utilise in order to survive in a cookieless world – from leveraging customer data platforms (CDPs) and utilising server-side tracking solutions to implementing fingerprinting technology – all of which can help ensure that your business remains competitive as the digital landscape continues to evolve over time!