Third-party cookies are files that parties other than the visited website place on your device. For example, by parties such as Google and Meta. They track your surfing behavior on different websites in order to show targeted advertisemenThese are third-party cookiests based on your interests. Think of seeing an advertisement about shoes, after you have just searched for shoes on another site. This is partly due to third-party cookies.
The impact on advertising strategies
Third-party cookies have been gone for Safari users since 2020. Advertisers, including Netprofiler, have been adjusting overseas data advertising strategies for some time now. It is obvious that the disappearance of third-party cookies will have an impact on the current strategy. Think of the methods: remarketing, interest targeting, lookalike targeting , cross-device targeting and frequency capping . What happens to them?
Remarketing
Remarketing is the re-approaching of previous website visitors. For example, if after visiting a website you suddenly see advertisements for that website or related products on other websites, you have become part of remarketing. Many organizations do remarketing. That will change with the upcoming changes. Soon we will no longer be able to use this method based on third-party cookies.
Netprofiler has been using
A remarketing less since last year. The reason is that Apple does not allow third-party cookies and therefore the reach has become much smaller.
Audience targeting
Audience targeting is a targeting method where ads are shown to users based on their online interests and behavior. SEO and Digital Marketing Solutions for Event Producers in MG For example, the websites they visit or the searches they use. While audience targeting is a method of personalizing ads, third-party cookies are the technology that makes this targeting possible.
With the disappearance of third-party cookies, this method changes. Audience targeting will not disappear completely, but the data will become less rich.
Lookalike targeting
With lookalike targeting, advertisers try to reach an audience that is similar to their existing customers, followers, or another school email list specific group. The pla tform you use analyzes the characteristics and interests of a given group (for example, your current customers) and then finds other users who have similar characteristics.