Retargeting advertising relies on analyzing user behavior to deliver personalized ads. For a long time, this approach relied on third-party cookies, which allowed companies to refine their campaigns based on users' past actions.
Using this data, advertisers could tailor their messages based on users' purchase intentions and previous interactions. This personalization significantly increased conversion rates by maintaining consumer engagement across multiple touchpoints.
However, with the announced end of third-party cookies and new data protection regulations, the retargeting landscape is changing. Businesses must rethink their strategies to maintain the effectiveness of their campaigns while complying with new privacy standards.
The impact of the end of third-party cookies on retargeting
Third-party cookies have long been used to track users across sites, facilitating fine-grained audience segmentation. Now, with browser restrictions and regulations like GDPR, their disappearance calls into question the effectiveness of traditional retargeting strategies.
Without third-party cookies, platforms' ability to properly attribute conversions becomes more limited. Advertisers lose some of their visibility into the customer journey, making it harder to optimize campaigns and analyze ad performance.
This transition requires companies to review their data collection and use, placing greater emphasis on information obtained directly from consumers.
The importance of first-party data
In the face of these changes, first-party data is becoming the primary lever for optimizing retargeting strategies. Unlike third-party cookies, this data is collected directly by the company through its own channels (website, mobile app, CRM, direct interactions).
They include valuable information such as purchase history, user preferences, and browsing behaviors on a specific platform.
Using first-party data not only helps circumvent the reliance on third-party cookies, but also increases the relevance of marketing campaigns. Since this information is obtained with user consent, it offers better regulatory compliance while promoting a more transparent and sustainable marketing approach.
Optimizing retargeting with new approaches
With the disappearance of third-party cookies, several alternatives are emerging to maintain effective retargeting campaigns.
• Retargeting based on CRM data
Businesses can leverage their customer databases to target users who have previously interacted with their brand. By integrating this data with advertising platforms, they can personalize their ads based on consumers' preferences and purchase history.
• Cohort segmentation
Solutions such as Federated Learning of Cohorts (FLoC) or artificial intelligence-based models make it possible to group users based on similar behaviors, without individual tracking. This approach allows you to target relevant segments while respecting personal data privacy.
• Contextual advertising
Rather than tracking a specific user, this method displays ads based on the content of the page visited. For example, a user viewing an article about home decor trends will see ads for furniture or home decor accessories.
• Use of unified identifiers
Some solutions, such as Unified IDs, allow advertisers to recognize users across multiple platforms without relying on third-party cookies. These identifiers are often based on user logins or subscriptions, thus increasing the reliability of the data collected.
Integrating micro-conversions into retargeting
In an environment where the customer journey is increasingly fragmented, it is essential to track multiple levels of conversion. Rather than limiting ourselves to the final purchase, companies must analyze micro-conversions throughout the user journey.
These intermediate interactions may include:
• Adding a product to the cart
• Subscribing to a newsletter
• Watching a product video
• Downloading a guide or brochure
By identifying these intent signals, brands can refine their retargeting strategies and adjust their messages based on the user's stage of the buying cycle.
The importance of CRM in a third-party cookie-free strategy
A customer relationship management (CRM) system is becoming a key element for centralizing data and refining retargeting campaigns. By grouping all of a user's interactions with a brand, it allows for more precise audience segmentation and the automation of marketing actions tailored to observed behaviors.
A well-structured CRM also makes it easier to enable first-party data across different advertising platforms, ensuring continuity in the user experience without relying on third-party cookies.
Towards more responsible and sustainable retargeting
The phase-out of third-party cookies is a turning point for the digital marketing industry. This transition is pushing companies to adopt more responsible practices based on ethical data collection and transparency with consumers.
While the loss of cookies temporarily complicates campaign attribution and retargeting optimization, it also opens new opportunities for brands that leverage first-party data and integrate innovative alternatives.
By combining finer segmentation, better use of micro-conversions and solutions like contextual targeting or unified identifiers, companies can continue to effectively engage their audience while respecting user privacy.
Conclusion
Retargeting advertising is entering a new era. With the disappearance of third-party cookies, companies must rethink how they track and address consumers by relying more heavily on first-party data and alternative solutions such as contextual targeting or anonymized cohorts.
This transformation represents a challenge, but also an opportunity to build more respectful and sustainable marketing. Brands that successfully navigate this transition by implementing appropriate strategies will benefit from stronger customer relationships and improved long-term performance.
