- If you depend on third party tracking cookies
to get information like user location,
age and browsing history to better target your ads,
Google's upcoming 2023 removal could destroy all of that.
But don't worry, as always, I have you covered.
I'm Tory and these are three easy alternatives
that you can use to replace third party tracking cookies.
As always,
if you wanna learn more about marketing strategies
to help you outperform your goals,
click the link in the description
for our state of marketing report.
Now let's get into it.
In its most basic form,
online cookies are memory cards
that are able to recognize online behavior
and remember your actions.
It goes like this.
When you visit a website,
the website puts a little cookie on your hard drive
with its own ID number.
That site then uses this cookie
to keep track of your session.
In this case,
the session is defined as a complete website experience
from start to finish,
it will do things like keep track of the items
in your shopping cart.
Remember, login info,
so when you close the page and come back,
you don't need to reenter it and keep track of what items
you've looked at to better serve new targeted ads.
There are three distinct flavors of cookies.
Session cookies are temporary
and memorize your online activities.
Persistent cookies are there to remember
any preferences you make.
Then there's what I like to call the creepy cookies,
also known as third party cookies, AKA tracking cookies.
These are the cookies your mother told you
not to hang around.
They collect various forms of data that are then passed on
or even sold to advertisers by the website
that created the cookie.
They track your interests, location, age and search trends.
These cookies grab on to information that marketers can use
to provide awesome custom ads.
Hey, great for advertisers,
but not so much for user privacy.
When asked about the upcoming removal,
41% of marketers believe that their biggest challenge
will be their complete inability
to continue to track the right data.
In a world where privacy is becoming king
and 72% of Americans say they now feel anxious
about being tracked online and what's done with their info,
you'll need new trustworthy ways
to both satisfy your customers need for protection
and meet your marketing goals.
Here's how.
Zero party data.
Zero party data is data that a customer shares
with a brand voluntarily.
This allows consumers to make informed decisions
about their information by knowing who has it
and how the company will handle it.
A great way to start collecting ZPD.
Yeah, we got abbreviation now,
is by offering quizzes.
With quizzes,
you can turn a humdrum drive zero data party collection
into more of a game.
By asking the user a collection of specific questions
you can target your product ad specifically to their needs.
For example,
Beardbrand has a quiz called,
what type of beardsmen are you?
Uses will answer questions like
what type of facial hair do you want?
What's your hairstyle?
At the end of the quiz users receive what type of skin
they have and an ad for the product that work best
with their type.
With quizzes,
users are basically giving marketers
all the information they need to push them personalized ads
and convert them into paying customers.
Speaking of which, you can find five survey templates
to start getting your quiz ideas flowing
by clicking the link down in the description,
again, I got you.
(enchanting music)
- Our software is the worst.
- Have you heard of HubSpot?
See most CRMs are a cobbled-together mess
but HubSpot is easy to adopt and actually looks gorgeous.
- I think I love our new CRM.
- Our software's the best.
- [Narrator] HubSpot, grow better.
- Next up, launch targeted ads on social media.
If you're still wanting the ability
to set hyper targeted ads,
social media ad tools are the way to go.
They allow you to target promoted social media posts
to other people in your industry,
target demographic or show similarities
to your own pages followers.
This allows you to still target campaigns
based on things like location, industry and age.
Last up, the Privacy Sandbox.
- [Narrator] The Privacy Sandbox is designed to replace
the need for old technology, like third party cookies
and advertising ID.
With new innovations that keep your personal information
more private, safe and secure.
- By limiting covert tracking,
it'll provide publishers with safer alternatives
to third party cookies.
So you can continue building digital businesses
while your customers data stays private.
It also blocks the use of device fingerprinting,
a controversial sketchy tactic
that's often used as an immediate replacement
to third party cookies.
Google has yet to really release anything
other than a beta version of Sandbox,
but when they make the official release in early 2023,
it will be as easy to use as a Chrome extension.
drop it up online cookies are necessary
but only work in moderation.
Think of first party cookies as nutritious
and delicious additions to any healthy browsing diet,
making the internet users experience simple and convenient.
Third party cookies are the junk food
that marketers need to start to wean ourselves off of,
if trust is, you know like the big deal to you
and your customers which,
which it is
or at least it should be.
You can dive deeper into the depth of third party cookies
and what you can do about it by clicking the link below.
Remember, this isn't just for giggles,
increasing privacy and security is an awesome way
to promote an overall better user experience
and it gives your business a higher chance of success
every single time.
As always if you like what you heard
and you wanna hear more, like, comment and subscribe
to hear more.
Until next time, bye bye.
At the end of the ad users receive what type of skin
they have and an ad for the product that best works
best with their type.
The best, let's see if I can put one more best in there.