With third-party cookies being phased out due to privacy laws and changes in browsers, marketers need to find new ways to target customers. Cookieless targeting is emerging as the solution, helping businesses deliver personalized ads without relying on cookies to track user activity. Tools like Google Analytics 4 (GA4), Google Tag Manager (GTM), and Google Ads can make this shift smoother.
What is Cookieless Targeting?
Cookieless targeting means reaching your audience without using cookies to track them across the web. Previously, third-party cookies were used to “follow” users and serve personalized ads based on their browsing behavior. Now, with stricter privacy regulations, advertisers are using other methods like first-party data, contextual targeting, and identity solutions to target users in a more privacy-compliant way.
It’s important to clarify what we mean by “cookieless.” While cookies are small bits of data stored in the user’s browser to track them across different websites, tags are different. Tags are snippets of code placed on a website to collect data about user behavior. When we say cookieless targeting, it refers to not relying on cookies to track users across websites, but we still use tags to collect data directly from users on our own websites. This can sometimes cause confusion, especially when talking about tools like GA4 and Google Ads, which still depend on tags to collect first-party data.
Are Cookies Going Away?
Browsers like Safari and Firefox block third-party cookies by default as part of their privacy-focused approach. Google Chrome initially planned to phase out third-party cookies but has since opted to give users the choice to enable or disable them. While privacy regulations like GDPR and CCPA have increased scrutiny on tracking practices, the move away from third-party cookies is driven by a broader industry shift toward user privacy.
How Cookieless Targeting Works
Even without third-party cookies, there are still ways to deliver personalized ads. Here are some methods advertisers are using:
First-Party Data
- First-party data is information that you collect directly from users, like their activities on your website, purchases, or sign-ups. This type of data is allowed under privacy laws as long as users give consent.
- How GA4 and Google Ads fit in: GA4 helps you track what users do on your site and organizes this first-party data into useful segments. If users provide a persistent identifier (like an e-mail), you can then use Google Ads to show them ads based on their previous actions on your site.
Contextual Targeting
- Contextual targeting doesn’t need cookies at all. Instead, ads are shown based on the content users are viewing at that moment. For example, someone reading a blog post about fitness might see ads for workout gear, regardless of their previous browsing behavior.
- How Google Ads fits in: Google Ads has options for contextual targeting, letting you target users based on the content they’re currently engaged with, without tracking them across different websites.
Identity Solutions
- Identity solutions involve building profiles for users based on information they willingly provide, like their e-mail address. This lets advertisers target users across different devices and platforms without needing cookies. However, this method requires users’ consent and doesn’t always scale well.
- How GTM fits in: Google Tag Manager helps collect the first-party data needed for identity solutions. It tracks user behavior and sends the data to advertising platforms like Google Ads, ensuring everything stays privacy-compliant.
Server-Side Tracking
- Server-side tracking offers another alternative to cookies. Your server collects data rather than relying on the user’s browser. The data still comes from the browser but is routed through your own server before being sent to analytics platforms like GA4. This method provides more control and can bypass ad blockers.
- How GA4 and GTM fit in: GA4 can be configured to collect data server-side, ensuring that tracking is less dependent on the user’s browser. GTM’s server-side tagging allows the data to flow securely from your server to platforms like Google Ads for further processing.
Best Practices for Cookieless Targeting
- Respect User Privacy: Always get clear consent before collecting any data and be transparent about how you’re using it.
- Use Google Tools Effectively: GA4 is essential for collecting first-party data; GTM manages tags efficiently; and Google Ads helps target users based on this data.
- Stay Updated: As privacy regulations continue to evolve, it’s important to keep learning and adjusting your strategy to stay compliant and effective.