Since the California Consumer Privacy Act passed in January of 2020 (CCPA is specific to California residents, but other states are pushing legislation following the CCPA), user privacy has become highly important to leading tech giants and browsers. Powerhouses such as Apple’s Safari as well as Mozilla’s Firefox, who have already chosen to ban third-party cookies due to consumer privacy concerns. Google is also taking action, with plans to phase out the third-party cookie over a two-year period that began earlier this year. With Google Chrome accounting for over 60% of all web traffic, this has major implications for advertisers who have previously relied on third-party cookies for targeting.
While Apple and Google have proposed various ideas on how to fill the gap the cookie ban has created, the industry has yet to identify a unified solution. However, there is an alternative. Using physical data attributes via IP targeting, consumer data can be appended to match a physical household address where advertisers can then create hypertargeted, digital banner ads that can be served to any mobile or desktop device linked to the IP address.
By matching a physical address to an IP address, marketers reduce waste associated with third-party cookies while major internet browser companies work to develop a new concept. There are several benefits to the data append process that can be used to effectively implement hypertargeted marketing strategies without using third-party cookies:
This process provides a powerful combination of online and offline approaches that marketers can use to increase the effectiveness of their omnichannel marketing campaigns.
Much is changing for marketers who have long relied on cookie-based advertising, but luckily, there are still options. It may require some creativity when utilizing alternative data sources, but with the help of the right data partners, marketers can increase engagement from their intended audience while cutting marketing costs.