Rafa Jimenez

Founder of SEAL Metrics. Privacy Marketer.

Updated on Oct. 4, 2023

Cookieless Retargeting

Table of Contents

Introduction to Cookieless Retargeting

Retargeting in a Cookieless World:

As digital advertising evolves, so does the way we approach retargeting. Gone are the days when third-party cookies were the backbone of all retargeting efforts. Now, retargeting in a cookieless world is becoming the standard. This shift is not just a trend but a necessity, driven by increasing privacy regulations like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States.

Why It’s Essential:

Compliance with these privacy laws is non-negotiable, and failure to adapt could result in hefty fines and a damaged reputation. Moreover, consumers are becoming more aware of their digital footprint and are demanding greater transparency and control over their data. Therefore, adopting a cookieless retargeting strategy is not just about legal compliance; it’s also about building trust and maintaining a positive brand image.

How Will Retargeting Work Without Cookies?

Traditional retargeting relied heavily on third-party cookies to track user behavior across websites. These cookies would collect data that advertisers could use to serve relevant ads. However, this method is becoming increasingly untenable due to regulatory changes and browser updates blocking third-party cookies by default.

The New Approach:

On the other hand, Cookieless retargeting leverages first-party data that you collect directly from your interactions with customers. This could be data from forms they fill out, products they look at on your site, or even behavioral data you collect from your website analytics. Other techniques, such as fingerprinting and contextual targeting, are also being explored as alternatives to cookies.

Achieving Similar Outcomes:

The goal remains the same: to serve the most relevant ads to your audience. Cookieless retargeting aims to achieve this without invading user privacy. While it may seem daunting, many platforms and retargeting agencies are developing tools and strategies to make this transition as smooth as possible.

The Need for Cookieless Retargeting

Privacy Regulations

Mandatory Compliance:

In today’s digital landscape, privacy regulations such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States have made it imperative for businesses to rethink their retargeting strategies. These laws have stringent rules about how consumer data can be collected, stored, and used for advertising purposes.

Retarget Solutions Without Cookies:

Given these regulations, a retarget solution that doesn’t rely on cookies is not just an option; it’s becoming a mandatory requirement. Non-compliance can result in severe penalties, including hefty fines and legal actions, which could significantly impact a business’s bottom line and reputation.

Browser Changes

The Role of Browsers:

Web browsers like Google Chrome and Apple’s Safari are key players in how retargeting has traditionally been done. These browsers supported third-party cookies, enabling advertisers to track user behavior across multiple websites easily.

Phasing Out Third-Party Cookies:

However, these browsers are now phasing out support for third-party cookies. Chrome, which holds a significant market share, has announced plans to eliminate third-party cookies by 2023. Safari has already implemented strict measures against tracking cookies.

Necessity of Retargeting Without Cookies:

Given these browser changes, retargeting without cookies is no longer just a forward-thinking strategy; it’s necessary. Businesses must adapt quickly to these changes to ensure their retargeting campaigns remain effective and compliant.

Consumer Concerns

The Privacy-Conscious Consumer:

The modern consumer is more tech-savvy and privacy-conscious than ever before. Consumers demand more control over their personal information with increasing awareness about data breaches and unauthorized data usage.

Demand for Audience Targeting Without Cookies:

This heightened awareness has led to a growing demand for audience targeting without cookies. Consumers are now using browser settings, ad blockers, and other tools to prevent tracking, making it crucial for businesses to find alternative methods for retargeting.

Building Trust:

In this new landscape, the ability to retarget without infringing on consumer privacy is not just a technical challenge but also a brand imperative. Companies that can successfully navigate this will comply with laws and browser changes and build trust and loyalty among their consumer base.

Technical Foundations

First-party vs. Third-party Data

The Value of First-party Data:

In a world without cookies, first-party data emerges as your most valuable asset for retargeting. Unlike third-party data collected by external platforms and sold to advertisers, first-party data is gathered directly from your interactions with customers. This could be anything from email addresses collected through sign-up forms to behavioral data like which products a customer viewed on your website.

Why It’s Crucial for Retargeting:

First-party data is more reliable and detailed, allowing for more personalized and effective retargeting campaigns. Moreover, using first-party data is generally more compliant with privacy regulations, making it a safer bet for businesses.

Server-to-Server Communication

The New Mechanism:

One of the most significant shifts in how retargeting will work without cookies is the move toward server-to-server communication. In this setup, data is sent directly from your server to the advertising platform’s server, bypassing the need for client-side tracking methods like cookies.

Advantages:

This form of communication is more secure, faster, and less prone to data leakage. It also allows for more accurate tracking since the data is not dependent on the user’s browser settings, which might block third-party cookies.

Implementation:

Setting up server-to-server communication might require some technical expertise, but many retargeting agencies offer this service, making it easier for businesses to adapt.

Role of APIs

APIs in Cookieless Retargeting:

Application Programming Interfaces (APIs) are crucial in enabling retargeting without cookies. These APIs allow for seamless data exchange between different platforms, making it easier to implement cookieless retargeting strategies.

Facebook’s Conversions API:

For instance, Facebook cookieless retargeting can be achieved through Facebook’s Conversions API. This API allows advertisers to send event data directly from their server to Facebook, enabling them to measure customer actions, build audiences, and optimize ad delivery.

Flexibility and Customization:

APIs offer a level of flexibility that cookies do not. They can be customized to send only the data necessary for your retargeting campaigns, ensuring better compliance with privacy regulations.

Setting Up Cookieless Retargeting

Step-by-step Guide

Collecting First-party Data

The cornerstone of retargeting in a cookieless world is first-party data. Before launching any retargeting campaign, it’s crucial to establish a robust mechanism for collecting this data. This could be through customer sign-ups, surveys, or tracking user behavior on your own website. Ensure you have explicit consent from users to collect and use their data.

Choosing a Platform

After accumulating sufficient first-party data, the next step is to select an advertising platform that supports cookieless retargeting. Google and Facebook are the most popular choices, but platforms like LinkedIn and Twitter are also adapting to the cookieless landscape.

Setting Up Campaigns

Once you’ve chosen a platform, the next phase involves setting up your retargeting campaigns. This includes defining your target audience, setting your budget, and creating your ads. Each platform will have its own set of guidelines for executing this in a cookieless environment.

Tools and Platforms

Google Cookieless Retargeting

Google is leading the way in adapting to the new privacy-centric landscape with technologies like Federated Learning of Cohorts (FLoC). However, it’s essential to note that while Google is making strides toward being privacy-first, their core business model relies on tracking users. This means that individual user tracking still requires explicit consent for tracking and retargeting.

Facebook Cookieless Retargeting

Facebook is another significant player adapting to the new landscape with tools like its Conversions API. Like Google, Facebook’s business model is fundamentally based on tracking users. Therefore, while they are making efforts to be privacy-first, the nature of their business requires individual user consent for tracking and retargeting.

Other Platforms

Don’t limit yourself to just Google and Facebook. Other platforms like LinkedIn, Twitter, and Pinterest also develop cookieless retargeting options. Each has its unique set of tools and best practices, making it worthwhile to explore multiple platforms to find the best fit for your business.

Best Practices

Consult Experts

The landscape of cookieless retargeting is complex and rapidly evolving. It’s advisable to consult with retargeting agencies that specialize in cookieless strategies. They can guide you through the technical aspects and help you set up effective campaigns.

Data Security

Ensure that any first-party data you collect is stored securely. Data breaches can be financially devastating and harmful to your brand reputation.

Transparency and Consent

Always be transparent with your customers about how their data will be used. Implement mechanisms to obtain and record user consent for data collection and usage.

Data Collection and Management

Collecting First-party Data

Using Forms and Surveys

The first step in retargeting without cookies is to collect first-party data. Utilize forms and surveys on your website or app to gather essential information from users. This could include email addresses, preferences, or even behavioral data like how they interact with your site.

Data Storage and Security

Secure Storage Solutions

Once you’ve collected first-party data, it’s crucial to store it securely. Utilize encrypted databases and follow best data security practices to ensure the information is safe. This is a technical requirement and essential for maintaining customer trust.

Consent Management

Obtaining Explicit Consent

Transparency is key in a cookieless world. Always obtain explicit consent from users before collecting their data. This is not just a best practice but is often a legal requirement under privacy laws like GDPR and CCPA.

Managing User Preferences

Implement a robust consent management platform that allows users to update their preferences or withdraw consent easily. This ensures that you only use data from users who have agreed to your terms, making your retargeting efforts more ethical and compliant.

Targeting Strategies

Creating Custom Audiences

Leveraging First-party Data

First-party data becomes the cornerstone for creating custom audiences in a cookieless world. Use the data you’ve collected through forms, surveys, and website interactions to segment your audience based on various criteria like demographics, behavior, and preferences.

Behavioral Targeting

Tracking Without Cookies

While cookies have traditionally been the go-to method for tracking user behavior, they are not the only way. Server logs, user accounts, and other first-party data can provide valuable insights into user behavior. This data can be used to target users based on their actions, such as the pages they’ve visited or the products they’ve viewed.

Analytics Tools

Utilize analytics tools that are designed to work in a cookieless environment. These tools can help you gather and analyze first-party data, enabling more effective behavioral targeting.

Contextual Targeting

Ad Placement Strategy

Contextual targeting involves placing ads based on the web page content the user is viewing. This form of retargeting without cookies is particularly useful for reaching users who have not yet interacted with your brand.

Relevance is Key

The success of contextual targeting relies on the ad’s relevance to the content. For example, placing an ad for running shoes on a blog about fitness would likely be more effective than placing it on a cooking blog.

Targeting Strategies

Creating Custom Audiences

Leveraging First-party Data

First-party data becomes the cornerstone for creating custom audiences in a cookieless world. Use the data collected through forms, surveys, and website interactions to segment your audience based on various criteria like demographics, behavior, and preferences.

Behavioral Targeting

Tracking Without Cookies

Analytics Tools

Utilize analytics tools that are designed to work in a cookieless environment. These tools can help you gather and analyze first-party data, enabling more effective behavioral targeting.

Contextual Targeting

Ad Placement Strategy

Relevance is Key

Performance Metrics and KPIs

Measuring Effectiveness

Rethinking Traditional Metrics

In a cookieless world, traditional metrics like Click-Through Rate (CTR) may no longer provide a complete picture of your retargeting campaign’s effectiveness. The absence of third-party cookies can affect how these metrics are calculated, requiring adjustments to measuring success.

Utilizing Specialized Tools

In addition to consulting experts, it’s also beneficial to work with specialized cookieless analytics tools like SealMetrics. Sealmetricscan offers advanced analytics and targeting capabilities designed explicitly for a cookieless environment, further enhancing the effectiveness of your retargeting campaigns.

Alternative Metrics

Consider using alternative metrics that are less reliant on cookies, such as view-through conversions, engagement rate, or return on ad spend (ROAS). These can provide a more holistic view of how well your retargeting efforts are performing.

Adjusting KPIs

The Role of Retargeting Agencies

Retargeting agencies specializing in cookieless strategies can be invaluable in helping you identify new Key Performance Indicators (KPIs). These KPIs are tailored to the unique challenges and opportunities retargeting presents in a cookieless world.

Customized KPIs

Given the changing landscape, developing customized KPIs that align with your specific business goals and the data you can reliably collect may be beneficial. This could include metrics related to customer lifetime value, brand engagement, or even clear conversion paths within your website or app.

Legal and Ethical Considerations

Compliance

Privacy Laws

Ensuring that your retarget solution complies with privacy laws like GDPR and CCPA is a legal requirement and crucial for maintaining customer trust. Failure to comply can result in hefty fines and damage to your brand reputation.

Ethical Considerations

Transparency is Key

When it comes to audience targeting without cookies, transparency is not just an ethical consideration but often a legal one as well. Always be clear about how you’re using customer data and make sure you have explicit consent for all data collection and usage activities.

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Cookieless

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