With the cookieless future already here, advertisers are beginning to explore new ways to track customers and measure performance. Cookieless solution and programmatic expert Crimtan is sharing its expertise to explain why marketers should no longer be reliant on cookies.
Depending solely on cookies is no longer a viable option to provide the comprehensive measurement and insight necessary for campaigns to be successful. Although marketers do have the ability to use first-party data to communicate with audiences, it does not give them the opportunity to target new customers. For a campaign to be successful, the right audience needs to be targeted at the right time and this is one of the biggest challenges marketers are facing, as they are no longer able to identify individual users and target potential new customers in the absence of cookies.
Fortunately, marketers can easily adapt to the cookieless world by investing in cookie-free campaigns that seamlessly integrate with existing marketing efforts. Now is the perfect opportunity to navigate this new marketing landscape and collaborate with a specialist cookieless marketing partner, like Crimtan, who can assist with creating a marketing strategy to ensure campaign performance remains strong, while reducing dependency on cookies.
Crimtan’s ActiveID is one of the first ID systems that goes beyond cookies and has been built around user consent by design for persistent tracking. This helps marketers and business owners make more accurate and informed decisions about advertising at scale, whilst maintaining user consent preferences. This specialist technology works by managing consent preferences, and based on this, enabling relevant targeting for better performance to successfully reach customers at every stage of their lifecycle, and then joining the dots for accurate measurement and attribution.
Andy Houstoun, Chief Commercial Officer at Crimtan, said: “When we wrote the Data Protection Impact Assessments to support GDPR in 2017, we saw back then that to fulfil our legal obligation to manage and store consent across all browser and operating system combinations, third party cookies weren’t the right solution. Active ID and its agnostic approach to data signal triangulation was born from our solution to this problem. Regardless of Google’s timeline for deprecation, cookies don’t give you the comprehensive measurement and insight you need to run successful campaigns, so marketers need to adopt a more holistic approach to consent, target & attribution.”
“It is vital that companies also comply with global privacy legislation, and we have been perfecting our own technology that replaces the role of the third-party cookie to allow advertisers to accurately target in the absence of cookies. Our products are powered by privacy-preserving technology which prevents individual tracking while still delivering outstanding advertising performance.”
To find out more on how to improve your marketing strategy in a post-cookie word, download the white paper.
To catch up on the cookieless webinar, please visit: Webinar on-demand link
