The digital marketing industry is one of constant change and clients and agencies alike have grown accustomed to navigating through these uncertain waters and having to continuously pivot our strategies to follow suit. One of the next big things we’ll need to traverse are industry changes related to an increased priority around consumer privacy. We’re all still feeling some of the effects of Apple’s infamous iOS 14 updates, and many of us are beginning to look to the future and prepare for the eventual death of the third-party cookie. This is another hurdle that the industry will need to overcome and we at Parallel Path believe there are several good solutions to help mitigate the effects of this shift.
What’s Changing
Smaller browsers like Firefox and Safari have already been blocking cookies, but the major hit will come when Chrome (with their ~65% market share) follows suit. The deadline for marketers to pivot their strategies to align with this update has been a moving target. Google has continued to push out the timing of when they’ll roll out this update, and the most recent news says this will be finalized in late 2023. This seems like a lifetime away when we consider how rapidly the digital industry can change, but we at Parallel Path believe in the value of being proactive and planning ahead rather than waiting to react to this update.
How Can Healthcare Advertisers Prepare
While these changes may seem daunting at first, there are a few ways advertisers can prepare for these changes.
- If you’re not already doing it, now is the time to develop a robust 1st party data management strategy. First-party data includes things like consumer emails gathered on your site, data from social channels (things like followers or people who engage with posts), and behaviors/actions measured on your website. Since companies “own” their first-party data, it will continue to be a great source to use for marketing tactics like creating lookalike audiences.
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- If you already have a CRM platform, then we recommend ensuring you have a strategic plan in place to help segment and manage the first-party data you’re already collecting. If you don’t currently have a CRM system in place, now may be a good time to start investigating options!
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- Reach out to your key media platforms to see what solutions they are developing to help navigate this change. If you have a preferred DSP vendor, chances are they’re working on systems to help fill the void after 3rd party cookies go away. You or your agency should become familiar with these solutions so that when the “cookiepocalypse” happens, you’ll feel comfortable using alternate targeting tactics to reach your desired consumers.
- Invest in cookieless targeting solutions. Contextual targeting is an oldie but a goodie and we believe there will be a resurgence in tactics like this as the industry pivots away from the heavy reliance on cookies.
Whether it’s developing a 1st Party data collection strategy or getting strategic direction on a contextual targeting plan, Parallel Path would love to help you navigate these upcoming changes to ensure your business will be well prepared for what lies ahead!