Third-party cookies have been integral for digital marketing over the last 10 years and their reach covers everything from audience targeting to behaviour tracking to remarketing and more. However, with searches for “online privacy” at an all-time high and this being a key concern for people around the world, the old method of collecting behavioural data as we browse needs to change and that’s why Google will be depreciating cookies within the next 6 months.

So, what’s a marketer to do without the comfort of third-party cookies? Get creative with their advertising campaign strategy.

Invest in quality platforms and ad placements

Consumers aren’t glued to their social accounts and search engines. They subscribe to engaging newsletters, they listen to podcasts, and they visit specific online publishers daily. These are all contextually-based opportunities for marketers to connect with consumers and share their message.

Embrace new performance metrics

Instead of holding on to cookie-based success metrics, why not reframe what success looks like for your advertising campaigns?
Marketers don’t need to look to third-party cookie data to uncover valuable campaign insights. Campaign performance can be measured by analyzing your website data.

Retargeting with dedicated landing pages

All you need is to create a dedicated landing page that is unique to your ad campaign. Once you’ve run your original campaign, you can then run a retargeting campaign against visitors of that dedicated landing page. This approach is an effective way to ensure you’re not retargeting irrelevant consumers.