Until recently, cookies were used as the main factor in targeting specific user groups. Now all major players in the market are actively working to completely abandon the use of cookies:latest data, Google is going to start phasing them out in 2024. We'll tell you what will change in digital and what to do in the new conditions.
Let's refresh the theory a little: anonymized data about users is divided into three groups:
1st Party Data is the data that users themselves shared with the company (when placing an order, subscribing, etc.). This is the most valuable and accurate data, because users provided it themselves, voluntarily.
2nd Party Data – data received from intermediaries (advertising and analytical services).
3rd Party Data – this data comes from various third-party peru cell phone number list sources. This is the largest group of data, but it is not always accurate. This group includes data obtained using cookies.
Digital without cookies: how it will be and what to do - image 2
In reality, the changes are not so scary.
Good news for analysts: analytics services work perfectly well without cookies, there will be no changes here.
As for targeting, there are already a number of solutions for collecting data using other methods. Thus, we will gradually exit the 3rd Party Data group. Some changes will happen by themselves, and some need to be prepared for. Let's consider what can and should be done now.
Authentication in Yandex and Google
Yandex and Google have Yandex ID and Google ID respectively. These are not only convenient ways to log in to a site in one click, but also a great way to get high-quality anonymized data. This will be the data of the 1st Party Data group, because users independently indicated their data in Yandex and Google ID. Therefore, if authorization is appropriate for your site, add these methods.