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End of third-party cookies (2/3): The 3 challenges for marketers

March 01, 2022
3 min

Cookies will soon be a thing of the past. Following suit with Apple and Mozilla, Google will soon only allow proprietary cookies on its Chrome browser from 2023.

The impact is likely to be significant; not only for digital marketing and advertising activities that are solely based on traditional methods of analysis and tracking, but also for those personalisation strategies that rely entirely on AI and machine learning." says Benoît Chovet, Sales Engineering Director at ReachFive, in a previous article on the impact of the end of third-party cookies. 

Product Manager, Jean-Christophe Bouvenet, explains:

"The bulk of the changes concern IT departments. Basically, [the process becomes simpler for Marketing Managers]. Using third-party cookies to understand the behaviour of an Internet user is like drawing conclusions from the products seen in a shopping cart. But why not ask the person directly why they are buying them? With first party data, we follow a more common-sense and personalised approach.”

But how do we collect this proprietary data?

"The challenge is to ask for the right information at the right time," replies Matthias Gelgon, Pre-sales Engineer. "In the CIAM world, we talk about "progressive profiling". You don't ask for the user’s life story at the time of registration! You have to offer an enticing experience. The customer must see the interest in sharing their data, to benefit from a discount or to improve their experience."

Answering quizzes, choosing between several offers for one's birthday or indicating one's shoe size to a multi-brand fashion site are all examples of actions that will ultimately enrich the customer's profile.

In addition to orchestrating the collection of data and consent to use it, ReachFive's solution also allows you to securely share the data within the company's tools and with partners.

"Marketers are still able to personalise experiences and target and monitor performance, while having control over quality, complete data and what is shared and what is not," say the two experts. 


To highlight this point, Jean-Christophe and Matthias cite data alliances between brands, retailers and media that make it possible to recognise a user on an ecosystem of partner sites, or even to collaborate with pivotal advertising players. 

In terms of customer relations, sharing data with both upstream and downstream partners extends the service and makes it more fluid. Customers are recognised and can track their deliveries or complaints more easily and with less friction.

Combining ReachFive with your existing tech stack (CRM, CDP, marketing automation), enables a 360° view of customer interactions.

It’s still necessary, of course, to have mapped your company’s needs in advance, and to have put in place the right processes to make the end of third-party cookies painless. We focus on this in a follow-up article dealing with deployment roadmaps.

If you would like to receive more information, advice and/or a demonstration of our offer, our expert Matthew is ready to discuss with you during a free 15-minute call. 



   Matthew Thresh
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