Anatomy of Your No-Cookie Strategy
Your strategy will always depend on your goals, but for starters, here’s an idea of what a no-cookie strategy could include.
Using Google Ads in parallel with other platforms/DSPs.
Campaigns blended across multiple platforms get great results, and allow for efficient testing that can swing campaigns over toward the top-performing platform.
Contextual, keyword-based advertising.
Not to brag, but we’re pros at this. Contextual targeting is a core targeting strategy that has stood the test of time and will continue to help our advertisers successfully reach customers in the right places, at the right moments.
Building up first-party data sets (like your email database).
First-party data allows you to connect more directly with your audience and ultimately, better understand them, so building content that helps generate more first-party data is a win-win.
Data co-ops with publishers.
Co-sponsored content, contests, giveaways, and promotions can generate first-party data that is shared across advertising partners. Publishers are often willing to share data with advertising partners as well, when there’s a good fit.
Retargeting efforts will be affected by this change, but we view retargeting as a core tactic that yields great results and will continue to utilize it when possible.