Advertisers, sales teams, and content marketers have come to rely on third-party cookies. But rapidly evolving consumer privacy protection trends (including the elimination of third-party cookies) are reshaping how companies reach their customers online.
Don’t panic. A forward-looking marketing and privacy plan can turn these changes into an opportunity to gain competitive advantage.
One of the first major online data privacy protection changes was the passage of the General Data Protection Regulation in the European Union in 2016. Two years later, California passed the California Consumer Privacy Act in 2018, and other states and countries started following suit. These increased privacy regulations began worrying the marketing world because the new laws limit advertisers’ ability to identify, segment, and reach their target demographics. Specifically, these laws require that customers have the ability to opt out of third-party cookie placement. While the laws do not block first-party cookies, they are more difficult to get because your cookies can only be placed when somebody visits your website.
In addition, increased regulatory oversight of commercial privacy practices led tech giants like Apple and Google to make drastic changes to their technical specifications. Third-party cookies are being phased out across all major browsers, and Apple recently announced users can opt out of nearly all targeting or tracking across their internet use.
All these factors seemingly combine to create a tougher content market.
But, new laws and the loss of third-party tracking data actually present a major opportunity for content professionals.
Pump up your content marketing program using privacy
Believe it or not, adhering to privacy best practices can enhance your content marketing program. Integrating your privacy and marketing processes requires some heavy lifting on the front end, but it will improve both the quality and efficacy of your content development and marketing strategies.
Here’s how…
