The end of third-party cookies is a challenge for marketers, who will need to pivot towards gaining more first-party data. To do this, they must create compelling digital experiences that will encourage customers to share their data in return. These experiences need to be creative, interactive and immersive, as well as being rooted in the human experience in order to strike an emotional chord and build customer trust.
The value of first-party data will be a priority, as this is the data that customers choose to give. To get this data, marketers will need to ask website visitors through required registrations or explicit requests for personal information. They will also need to create experiences that customers consider worthwhile in order to build relationships and trust.
McKinsey research suggests that the publishing industry will have to replace up to $10 billion in ad revenue with first-party data, updated contextual targeting, and probabilistic audience modeling. This will require marketers to create engaging experiences and interactive content such as infographics, games and quizzes, landing pages, and presentations. Ultimately, marketers will need to earn the trust of customers in order to succeed without third-party cookies.
How Creative Digital Experiences Will Save Us When Third-Party Cookies Crumble
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