How will brands market effectively without third party cookies?

This is a change in digital marketing because third-party cookies were used to track users across websites and show them targeted ads. Now that they are going away brands need to change how they collect and use data.

The good news is that marketing will not stop. It will just become more focused on relationships with customers.

First brands will need to rely on first party data. This means data they collect directly from users like when users sign up for emails or when they buy something on their website. This type of data is more accurate and more trusted.

Brands can get this data when users do things like sign up for emails. They can also get it when users buy something on their website.

Second content marketing becomes very important. If brands create blogs, videos and guides users will come directly to them. They will also share their information willingly. This builds trust of tracking people silently.

For example if a brand creates a blog users will come to read it. If they like the blog they might even share their email address.

Third, email marketing and CRM systems will play a role. Of chasing users across websites brands can communicate directly with people. These people already showed interest in what the brand has to offer.

Brands can use email marketing to send messages to people who already like their brand. They can also use CRM systems to keep track of what these people do.

Fourth contextual advertising will grow again. This means showing ads based on the content of the page. It does not depend on the behavior of the user.

For instance if a user is reading a page about sports they will see ads about sports. This is more relevant, than ads that are based on what the user did

Brands will move from “tracking users to “building direct trust and relationships with users.”

This change may feel big. It actually makes marketing more honest. It also makes marketing more user friendly.