[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Cookies have been created to<\/span> improve the user experience of websites.<\/b> their main use is to enable companies to collect data on their users as they browse. So they can gain a better understanding of the audience they are targeting and the way in which they <\/span>it interacts with their content. <\/span><\/p>\n The problem is that the use of cookies has also raised a number of concerns, particularly with regard to <\/span>the privacy of Internet users.<\/b> In recent years, web browsers and regulators have taken stpeds to limit heir use and protect users. This is known as the cookieless world (a future era without cookies). <\/span><\/p>\n The end of third-party cookies <\/b>has been announced for the second half of 2024. Google is therefore preparing to separate itself from this fundamental element for the brands that use it to optimise their advertising and cusotmer experience. <\/span><\/p>\n So<\/span> what does this cookieless world look like?<\/b> And what are the alternatives for continuing to understand your customers’ expectations? Here are a few avenues to explore to optimise your data collection strategy in this new world. <\/span><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Everyone is talking about it, but<\/span> the much-heralded cookieless world has been slow to arrive<\/b>. Google has repeatedly postponed the<\/span> deletion of third-party cookies<\/span><\/span><\/a> , with the aim of relaunching the process in 2024. On 4th January 2024, the American giant began testing a new tool, “tracking protection”, which aims to limit the tracking of users from site to site. <\/span><\/p>\n In fact, only a small percentage of Chrome users have already <\/span>switched to a third-party cookie-free environment.<\/b>. Dans les mois \u00e0 venir, cette premi\u00e8re phase de test sera \u00e9tendue \u00e0 un plus large public. Mais d\u2019ici l\u00e0, les entreprises ont encore peu de visibilit\u00e9 sur les effets de cette protection contre le suivi. <\/span><\/p>\n According to Google’s teams,<\/span> the definitive deletion of third-party cookies<\/b> should take place in the second half of 2024… Provided, however, that all remaining concerns are resolved. it has to be said that companies in all sectors of activity are still little or unprepared for the end of cookies. Not to mention governments, which are worried about the impact of <\/span>this cookieless world<\/span><\/span><\/span><\/a> on competition.<\/span> <\/p>\n Businesses are therefore expecting access problems. Sites that do not function without thirs-party cookies may no longer be accessible. Google is also trying to reassure them with <\/span>this first phase of the “more private web”. <\/b>It announced that it would provide “the tools needed to make their online operations and experiences successful, so that high-quality content remains freely accessible”.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Cookies have always been a valuable tool for<\/span> tracking user behavior<\/b> and to attribute conversions to specific marketing campaigns. however, with increasing privacy concerns and the growing use of ad blockers, cookies are becoming less effective. <\/span><\/p>\n As the worlds moves towards a cookie-free future, marketers face new <\/span>challenges in understanding and reaching their target audiences<\/b>, optimising their<\/span> data collection<\/span><\/span><\/span><\/a> and advertising targeting.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Attribution is one of the main challenges facin brands in a cookieless world. It refers to the process of <\/span>identification of the marketing channels or contact points<\/b> that have led to a conversion or the completion of an action desired by the company (such as signing up for a newsletter).<\/span> <\/p>\n Without cookies,<\/span> it can be more difficult to track users across all devices<\/b> and browsers. Above all, it is more difficult to attribute conversions to specific campaigns or marketing efforts. Companies will therefore lack the data they need to optimise their strategy when it comes to targeting the channels most likely to convert their prospects. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Another challenge for attribution in a world without cookies is<\/span> the toss of granular data<\/b> (or behavioral). Cookies enabled companies to track user behavior at a very precise level. They could identify which pages they had visited, the time spent on each of them and the actions they had taken. <\/span><\/p>\n Without cookies, it becomes more difficult to<\/span> identify contact points and CTAs<\/b> that generate the most on-site conversions. But it also makes it harder to target the firctions that may be causing the brand to lose out on commercial opportunities. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Finally,<\/span> the end of third-party cookies<\/span><\/span><\/span><\/a> also marks the end of third-party data. Third-party data is <\/span> collected and shared by other companies. <\/b> <\/span><\/p>\n Yet this data is generally used to <\/span>optimise advertising campaigns<\/b> aimed at a specific audience. For example, a retailer might use this type of data to send ads to users who have recently searched for a product or who have shown an interest in a product category. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n With the disappearance of cookies, marketers will have to rely on other methods to identify users and understadn their behavior. What may appear to be a colossal challenge to overcome will prove to be so in the long term, <\/span>an opportunity<\/b> to optimise your data collection strategy<\/span><\/span><\/b><\/a>.<\/b><\/span><\/span> <\/p>\n Companies will therefore have to implement<\/span> new tools to collect<\/b> more reliable and complete proprietary data.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Companies can focus on<\/span> collecting data voluntarily shared by their customers<\/b> and prospects (also known as zero party data<\/strong><\/span><\/span><\/a> and<\/span> first party data).<\/strong><\/span><\/span><\/a>). En collectant des donn\u00e9es directement aupr\u00e8s de leur audience, les sp\u00e9cialistes du marketing peuvent mieux comprendre leurs pr\u00e9f\u00e9rences et leurs comportements. Ils peuvent ensuite cibler leurs campagnes marketing plus efficacement. <\/span><\/p>\n Companies can also work to develop<\/span> data collection practices that are more transparent<\/b> and ethical. <\/span>The use of interactive levers <\/span>such as marketing games.<\/span> makes data collection funnier. But it also introduces <\/span>a stronger bond of trust <\/span>between the brand and its customers.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n As third-party cookie disappear, advertisers are exploring alternative identifiers to<\/span> track user behavior<\/b>. These may include email addresses, device identifiers or even hashed data<\/span><\/a>.<\/span> <\/p>\n Be careful,<\/span> however, to respect user confidentiality<\/b> and existing regulations. Generally speaking, advertisers will have to learn to strike the right balance between personalising their marketing campaigns and respecting their customers’ privacy. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n\n
Google speeds up the advent of a cookieless world<\/h2>\n
<\/blockquote>\n
The challenges of a world without cookies<\/h2>\n
Cookieless world: the problem of attribution<\/strong><\/h3>\n
The end of behavioural data<\/strong><\/h3>\n
A world without third-party data <\/strong><\/h3>\n
Adopting intelligent marketing to collect proprietary data <\/strong><\/h2>\n
Gamification to collect first party and zero party data<\/strong><\/h3>\n
Explore alternative identifiers <\/strong><\/h3>\n
Unify data from several sources<\/strong><\/h3>\n