It's Time to Make the Switch!
by Ava Champion, Technical Inbound Marketing Manager
As third-party cookies begin to lose their final leg, retargeting is going to change. Browsers will no longer be able to track users and retarget ads to non-converted visitors.
Now is the time for companies to make the switch from retargeting to activating first-party data, since most browsers, like Safari and Firefox, have already deprecated cookies.
What will happen with the demise of third-party cookies? No longer will you be able to retarget in the same way. Cookies provided a mass of information and data, although much of it was inaccurate and of poor quality. Plus, third-party cookies have already been deprecated on major browers, such as Safari and Firefox. Those relying on Chrome for third-party cookies are only reaching 30-40% of potential buyers.
What Is Traditional Retargeting?
Traditional retargeting is an advertising and marketing tactic of placing a pixel on your website to track visitors. This is to send strategic messages to these visitors, as they research other sources.
The pixel is used to gather information on the visitors. Information can include demographics, such as age, location, gender, job title, etc. It can also include psychographics, such as opinions, activities, and interests. Once this information is collected, businesses and marketers could segment these audiences based on traits, patterns, and behaviors to activate media.
This works hand in hand with Native Retargeting, which is a tactic to externally promote your brand on other sites, following the users via inline advertising within articles.
The difference between data used for retargeting and first-party data is who owns the information and the regulations around it. For example, if you retarget using Google or Facebook, who the data belongs to and how it’s used is completely up to their discretion. The information collected on a brand’s site belongs to the walled gardens.
What Is First-Party Data?
First-party data is data that a business has collected with consent from the user. It belongs completely to the entity that collected the information.
This type of data is highly crucial, as it is more accurate, timely, and best of all, belongs to you! Your audience’s information is not living within walled gardens. If collected right, it is privacy compliant.
Leveraging first-party data gives you a clearer idea of who the user is that is visiting your website.
Activating First-Party Data
First-party data can be activated in many ways. For example, it can be activated through media deployed, Immersive HouseholdTM advertising, and lookback campaigns.
When you have the right outlets to gather first-party data in a privacy-compliant manner and without cookies, retargeting is still an option. Just like traditional retargeting, you can segment those audiences and direct ads to them. Now, without cookies, all the information collected will be in real-time and in-market, which means deploying ads will mean so much more.
Another perk to activating first-party data, rather than sticking with traditional retargeting, is being able to track efforts and ads back to a sale. It can show you the complete buyer's journey and what influenced them to purchase.
FullThrottle––Your One-Stop Shop for First-Party Data
FullThrottle has the ability to close the loop and show sales back to your first-party data. This allows you to measure your ROAS and see which channels are working best for you.
Our platform is built to instantly activate first-party data. However, if you choose to run your own media, there are API options to use. Either way, your business can never go wrong with collecting first-party data that you completely own.
To see the platform for yourself, schedule your demo here.