Reinvent Your Data Group Strategy: 5 Tips to Flourish in the Cookieless World

Rediscover your data collection and management as Tealium’s Audrey Lewis shares quick tips for preparing your DMPs for a cookie-free future.

And at the top of the list of results are data management platforms (DMPs), as they rely almost entirely on third-party cookies to obtain customer information.

However, there is hope that they will survive! That’s if DMPs can adapt to the cookie-free world by finding another source of data. But you don’t have the time or budget to find out if that’s the case.

That’s why in the second session of our masterclass series on third-party cookie survival, we share practical steps to help you today. Read on to see the best session results in our masterclass series or watch the on-demand session here.

Speakers include Jamie Wells, Director of Solutions Consulting, and Matt Parisi, Director of Product Marketing.

Just to be clear, we don’t hate DMPs. We recognize that these are powerful tools, but times are changing and the mat is slowly slipping away and we don’t want you to get involved.

So where do you start? Switch to a primary data strategy.

Edit Now will not only help you with DMPs, but it will also help you avoid most of the consequences of losing third-party cookies.

So what’s it really like? Get started with these 5 steps.

Step 1: Treat privacy as the most important planning element

Not just a tongue twister, but also an important part of building a solid foundation. Think of it as privacy, which means you get permission right from the start. However, it does not stop there. Progress must be made over time to ensure privacy throughout the customer lifecycle.

Here are some examples of how you can get started today:

  • Make privacy the default for customers
  • Be fully transparent about how you use customer data and why you collect certain information
  • Preserve the user-centric experience by collecting only what you really need to deliver a better experience

Step 2: Become browser independent

This is essential not only for establishing the first-rate strategy but also for surviving the cookie apocalypse. How is this possible? Because you can no longer rely on third-party cookies to fill even the smallest gaps in your customer profiles.

That said, you must first consolidate your data to exactly what you really need. From there, identify each location, source, and database where customer data can appear. You can also use your identifiers to see what other data you already have available. Once this is done, you have full control and knowledge of customer data.

With this data management, you can start collecting where third-party cookies fell off. For example, you can create primary segments that can be used for similar purposes in any ad inventory network or pool.

Step 3: Adjust your data collection strategy for stronger value trades

The keyword here is a value exchange. It’s a term that is beginning to invoke good reason. Customers have long been asked to provide brands with valuable personal information, and they basically get nothing in return.

That’s why it’s so important to let you know in advance that you’re collecting certain information to improve their experience, but that might not always be enough. Instead, you can give them something of monetary value, like 25% off their next order.

However, many organizations tend to focus on exchanging value at the first point of contact, but not throughout the entire customer lifecycle. And customers now expect the cost of not getting the right business value to be too high. Therefore, it is essential to do it several times during your trip. You also gain advantages like more one-on-one relationships and more data hygiene, which is another important building block for your third-party cookie data strategy.

Step 4: Doubling Down on Identity 

Understanding the path from anonymous to trusted is essential for optimization. It then starts with the identical strategy of each advertiser network and ranks these identifiers accordingly. From there, you can start shaping your strategy by choosing the best possible primary identifier for each “surface” or device. You can then proceed to add PII and create customer profiles.

While the discussion of customer identification solutions is still ongoing, you can also explore and evaluate suggestions for “unified identification” or universal identification solutions such as Lotame and Trade Desk. However, these solutions are not the end of it all for identity. Instead, it’s a temporary piece of mystery as we move through the identity crisis.

Step 5: Assess your desired mix and maintain speed

The future of behavioral advertising is incredibly volatile, so it’s important to do what you can now to be prepared for these changes in the future. So start with a philosophical assessment of your position as an organization to determine where to focus first.

When it comes to your audience mix, it’s helpful to start testing and learning from contextual and behavioral campaigns while behavioral campaigns are still available. This allows you to compare costs and performance. Also, try sending primary IDs with obfuscated segment IDs to ad networks. There’s no reason why you shouldn’t start building these audiences, whether you’re going to use them or not, and testing out different labels.

Finally, if you are a DMP user, you should familiarize yourself with the Federal Cohort Act (FLoC) and Google’s Privacy Safeguard today. These are the main players who will place third-party cookies on the ad and reach new segments. It’s essentially a marketed version of a DMP, which means this information is available and it’s free, but remember, it’s regulated by the user.

We want you to be ready for what is to come. View the full on-demand session for further explanation of these steps. You can also view our other on-demand sessions and sign up below to find other ways to prepare for the loss of third-party cookies.

Ready to move to a primary data strategy? We can help with that too! Request a demo to talk to one of our team members about your current strategy and find out how you can better prepare for the cookie-free world.