Brands have long implemented third-party cookies to capture consumer data, such as shopping preferences and browsing habits. The goal was to present consumers with personalized ads and browsing experiences. Thanks to cookies, brands have established closer relationships with consumers and engaged with them more efficiently.
But users are becoming increasingly concerned about the privacy of their information online, especially now that people spend more time connected. Forty-five percent of Black audiences are spending significantly more time on the Internet. In comparison, 46% of Hispanics and 40% of AANHPI adults say they spend significantly more time online, according to Intelligence Center from My Code 2022 Black, Hispanic and AANHPI Consumer Fact Packs.
The End of Cookies
Due to consumer concern about the use of cookies and changes in privacy regulations, the top Internet browsers will stop supporting third-party cookies. Firefox already blocks tracking, and Apple with Safari has recently been updated to block third-party cookies. In Google Chrome, support will stop at the end of 2023.
By 2024, we will have entered a cookieless world, which represents a challenge for brands – they will have to rethink their approach to how data powers their digital marketing. Many companies have long relied on cookies to obtain data from their consumers and target their campaigns. In the very near future, this tool will no longer be available.
Engaging Multicultural Consumers
The elimination of third-party cookies and the increasing adoption of privacy-focused browser extensions are changing the way marketers reach and engage with consumers. However, this does not mean that marketers can no longer reach multicultural consumers effectively. Here are some strategies for reaching diverse audiences in a cookieless world:
Leverage first-party data
Marketers can use first-party data, such as email addresses, phone numbers, and other data collected directly from consumers, to reach multicultural consumers. This data can be used to create personalized, targeted campaigns that resonate with users based on their interests and behaviors.
Utilize social media platforms
Social media platforms, such as Facebook, Instagram, and Twitter, offer marketers a way to reach multicultural consumers without relying on cookies. These platforms provide access to user data, such as demographics, interests, and behaviors, allowing marketers to create targeted campaigns that reach consumers where they are spending their time.
Invest in influencer marketing
Influencer marketing can be an effective way to reach diverse audiences. Marketers can partner with influencers who have large followings within specific cultural communities and use them to promote products and services to those communities.
Consider alternative targeting methods
Marketers can also consider alternative targeting methods, such as contextual targeting and location-based targeting, to reach multicultural consumers. Contextual targeting allows marketers to reach users based on the content they are engaging with, while location-based targeting allows marketers to reach consumers based on their physical location.
Create culturally-relevant content
It is important for marketers to create culturally-relevant content that resonates with diverse audiences. This includes understanding the cultural differences, values and traditions of each target segment and creating campaigns that are tailored to those specific communities.
By using a combination of these strategies, marketers can effectively reach multicultural consumers in a cookieless world and build strong, meaningful connections with them.
Looking Ahead at The Cookieless Future
A cookieless environment means that companies will have less data to carry out digital marketing campaigns and must resort to other tactics to leverage information from consumers for their marketing efforts.
Luckily, companies like My Code have taken steps to ensure a smooth transition for advertisers. We ensure that the brands we work with are engaging multicultural consumers by meeting them where they are. We will do this through a multi-pronged approach:
First-party data
First-party data refers to information that is collected directly from the source, typically by the company that intends to use the data. This type of data is typically collected from customers through various means, such as website forms, online transactions and surveys.
First-party data is valuable because it is directly collected from the source and is considered to be more reliable and accurate compared to third-party data. Additionally, it gives companies the ability to tailor their products, services and marketing efforts to the specific needs and preferences of their customers.
Since My Code employs several owned and operated properties, we can collect data directly from the source, allowing us to create better advertising experiences for our audiences.
Contextual targeting
A method of advertising where the content of a page is used to determine the most relevant ad to display. This targeting approach takes into account the context in which an ad will appear – such as the words on a webpage, the topic of an article, or the theme of a video – and matches the ad to the content.
Contextual targeting helps to ensure that the ads shown to a user are relevant to their interests and the content they are currently consuming. This can increase the likelihood that a user will engage with the ad and potentially convert, leading to higher click-through rates and greater ROI for advertisers.
Contextual targeting can be used in various forms of online advertising, including display ads, video ads, and native ads.
Cookieless ID solutions
Cookieless ID solutions refer to methods of tracking and identifying website visitors and their behavior without the use of cookies and utilizes a mix of probabilistic and deterministic data through both first-party data and contextual targeting.
It aims to address privacy concerns around cookies and provide an alternative method of tracking for organizations to consider as browsers increasingly block or limit the use of cookies. It’s important to note that cookieless solutions are still being developed and have limitations.
In addition to these targeting strategies, My Code offers a variety of ways to engage multicultural audiences through custom content creation, influencer marketing and social media distribution. Reach out to our team to learn more.
