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How to Navigate the Era of Cookie-less Tracking

Discover effective strategies to adapt your marketing in a cookie-less world. Learn how to leverage first-party data, server-side tracking, and privacy-first technologies to maintain campaign performance and user trust. Essential guide for modern marketers.

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How to Navigate the Era of Cookie-less Tracking

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  1. How to navigate the era of cookie- less tracking How the right tracking tool helps with accurate attribution without relying on cookies. www.trackier.com

  2. What are Third-Party Cookies and Why They're Going Away The decline of third-party cookies has brought us to a smarter and more ethical form of tracking, called tracking method that uses alternative ways of collecting user's data without relying on cookies. cookie-less tracking. It is a Benefits of Cookie-less Tracking Commits to the privacy of user data. Can provide accurate and reliable info. No cookie clearing and ad- blocking issues. Uses ethical tracking methods. Third-party cookies are tracking codes or small files that are placed on a user’s browser by ad tech providers or analytics platforms. The cookies are used to track the customer's activity across different websites, building their profiles for personalized ads.

  3. Why are third-party cookies being phased out? Privacy Concerns As users became more aware of how their data is tracked across websites, there has been a significant resistance to unwanted tracking. Data Protection Regulations Laws like the FTC (Federal Trade Commission) in the U.S. and GDPR (General Data Protection Regulation) in Europe have made it mandatory for businesses to get clear consent before collecting personal data. Browser-Level Changes Google Chrome has planned to offer a “user choice” model, which lets users opt-in or opt-out of third-party cookies. Safari’s Apple Intelligent Tracking Prevention (ITP) blocks third-party cookies by default and limits the first-party cookie window. Firefox has Enhanced Tracking Protection (ETP) that blocks known third- party trackers. What Does This Mean for Advertisers Phasing out of third-party cookies completely changes the marketing strategy, advertisers will now face: Personalization problems:Advertisers will find it difficult to track users across different websites, which is crucial for personalization. Impact on retargeting:Showing ads to users who have previously visited the site will become more challenging. Difficulty in measuring metrics:As third-party cookies phase out, some campaign tools might find it difficult to attribute sales and conversions to specific campaigns.

  4. Common Challenges You Might Face in Cookie-less Tracking As third-party cookies disappear, advertisers will face challenges like difficulty in multi-channel tracking, compliance issues, and more. Let’s take a closer look: Difficulty in tracking the multi-touch journey Attribution relies heavily on user interaction across multiple platforms. Without third-party cookies, tracking these interactions will be nearly impossible. Data and compliance issues Laws like FTC, CCPA in the US, and GDPR in Europe have changed how businesses collect and store user data. This may create a legal issue for marketers to rely on third-party cookies. Making sense of new tracking tools A shift from third-party cookies has introduced us to new tracking methods like server-side tracking and consent-based first-party data. While this might look complex, it is a smarter,  more privacy-friendly tracking system.

  5. Solutions for Cookie-less Tracking As mentioned above, tracking tools are evolving to support cookie- less and privacy-friendly tracking. There are great tools that use attribution models using real-time data. ?? Smarter Attribution Models These attribution models do not rely on cookies, they track different touchpoints such as: Time Decay Attribution: Position-based Attribution: Event-Based Tracking: Algorithmic Attribution: Records user actions like clicks or purchases via first-party or server-side methods. Uses machine learning to attribute based on patterns and probabilities. This gives more credit to recent interactions before conversion.  Gives more credit to the first and last interaction. ?? Great Tracking Tools Traditional pixel and cookie tracking have become irrelevant as browsers and regulations restrict them. As a solution, tools that use postback tracking and first-party data have emerged. Server-to-server tracking:A communication between servers where data about the user is directly captured and transmitted. First-party cookies:These are created by the website the user is currently visiting, and are limited only to them. Consent-based identification:This focuses on obtaining consent from users before collecting or using their data for marketing.

  6. ?? Real-Time Data In this digital era, where user behavior shifts rapidly, processing data in real-time is a gold mine for advertisers. Advertisers can optimize an ongoing campaign instead of waiting for days for insights. Platforms like Trackier support real-time cookie-less tracking to help marketers make fast decisions. The right tools will provide: Live reporting dashboards GDPR/FTC- compliant data handling Clean data streams Faster campaign optimization Integration with ad platforms

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