topic

COOKIECALYPSE NOW

BYE COOKIES, HELLO FUTURE. A LOOK INTO THE COOKIELESS FUTURE

the tech-challenge 2024

WHAT IS ACTUALLY HAPPENING RIGHT NOW?

In a digital era characterized by innovation and progress, companies are facing a transformation in terms of tracking user activity. This change is being driven by three key factors.

USER PRIVACY

Rising expectations regarding data protection have a significant influence on tracking. It is crucial to communicate transparently to users how and why their data is used.

PLATFORM CHANGES

Browser and mobile OS restrictions on third-party cookies and device identifiers require a switch to aggregated measurement methods. The continuous degradation of cookies requires innovative solutions.

REGULATIONS AND LAWS

With increasing legal restrictions and higher user consent requirements, the future of tracking will be a mix of individual solutions and increased use of modelling.

tech thoughts

WHAT WE RECOMMEND TO OUR CUSTOMERS

Such a fundamental technological change must not only be accompanied, but actively managed and shaped. We do this by taking the following three areas into account.

EXISTING MEASUREMENTS

Protection of existing tracking by investing in first-party data and obtaining the necessary consent from users.

USE ADDITIONAL DATA

Closing data gaps through additional data sources and modelling with data protection-compliant exchange of user data with their consent.

UTILISE NEW TECHNOLOGY

Introduce new technologies that enable better measurement while maintaining privacy, such as Google Topics API or Protected Audience API.

tech solutions

WHICH TECH SOLUTIONS MAKE SENSE NOW?

In order to survive as a company and especially as a marketer in a cookieless future, there are technical solutions that help to have data as a basis for decision-making in the future.

Consent Mode

Dynamic adjustment of Google tags based on the consent given for data protection-compliant further use of the data. Without consent, the generated pings flow into the anonymized modelling of Google Analytics 4 and Google Ads in compliance with data protection regulations.

Enhanced Conversion Tracking

More accurate measurement of conversions through increased observable data and improved conversion modelling. Collection of hashed customer data on conversion pages and comparison with logged-in data from Google.

Conversion API

Direct connection between marketing data and meta systems for optimized ad targeting, cost reduction and more precise campaign measurement while respecting user decisions.

tech future

WHAT ELSE IS IN STORE FOR US

We don't have a crystal ball for the future, but we often discuss these topics with our most important TECH partners such as Google, Meta and Tiktok. This results in three future scenarios.

The Future is Consented

With the increasing need for transparency, obtaining consent from users will become more crucial. Tools for tagging in a consent-enabled manner will gain in importance.

The Future is Cookieless

As cookies continue to decline, we will increasingly switch to aggregated measurement solutions, as individual identifiers will be less available.

The Future is Modeled

The upper limit of observable conversions will continue to fall, which will increase dependence on modelling. Adapting to a world without cookies requires innovative strategies and technologies.

references

WE CREATE A COOKIELESS FUTURE FOR THESE CUSTOMERS

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