Cookies have long been the backbone of online advertising. They’ve helped businesses track user behavior, serve personalized ads and optimize websites. However, with increased concerns over privacy and data protection, major tech companies are phasing out third-party cookies.
The cookieless future is quickly becoming a reality, and businesses must adapt to survive. To put things into perspective, digital marketing organizations in the U.S. state that third-party cookie deprecation will impact website analytics and targeted advertising the most — two essential marketing tactics that help track user behavior, improve the website experience and attract new customers.
In this post, we’ll explore what a cookieless world looks like, what benefits a cookieless world brings and discuss strategies for navigating this new landscape.
As the world moves towards a cookieless future, businesses need new solutions to navigate this changing landscape. That’s where Lotame comes in. Lotame is a global technology company that makes customer data smarter, faster and easier to use. Our next-gen data platform, Spherical, enables marketers and media owners to use data to engage existing customers and attract new ones across all screens.
Lotame Panorama ID™ helps marketers and publishers preserve and extend addressability across all screens. Our global people-based, privacy-compliant identity solution is built for the open web, connecting all types of device identifiers and associated individual behaviors into an enriched, single view across channels.
The cookieless future has never looked brighter. With hundreds of campaigns launched across the globe, Lotame’s identity solution, Panorama ID, is proving that advertising on the open web is sustainable, profitable, and privacy safe.
“We’ve done our due diligence and trust Lotame Panorama ID. The predictive cookieless solution is delivering fantastic results for our leading brand portfolio in terms of scale across the open web and cost-efficiency. We’re well-positioned to grab the cookieless future by the horns — in fact, we already are!” – Miles Pritchard, Managing Partner, OMD – EMEA.
With the increasing focus on user privacy and the phase-out of third-party cookies, advertisers and marketers are exploring alternative methods for targeted advertising. Here are just a few alternatives to cookie-based advertising:
At Lotame, we believe a portfolio approach is marketers’ and publishers’ best strategy to thrive in a cookieless world. There’s no one winning solution to meet everyone’s needs.
The cookieless future may seem daunting, but it also presents numerous benefits for users and businesses alike. Here are some of the top advantages of a cookieless world:
While the demise of cookies may seem daunting, it also presents an opportunity for businesses to rethink their digital strategies and adopt new, privacy-centric approaches to data collection and targeting.
As the digital landscape continues to evolve, businesses must stay ahead of the curve and adopt new technologies and strategies that meet the changing needs of consumers. At Lotame, we are committed to helping companies navigate the cookieless future with innovative solutions that prioritize user privacy and provide value to businesses.
See the results for yourself in this collection of cookieless case studies. Learn how marketers, agencies, and publishers in markets around the world are:
Access the collection of case studies here, or complete the form below.