3 best third-party cookie alternatives for collecting user data
Google's decision to say goodbye to third-party cookies wasn't just a matter of privacy concerns and regulatory pressures. It was the only rational next move towards better brand-customer relationships.
Marketers who have already built their strategies on targeted ads through third-party cookies might see this as a setback–-and are scrambling to figure out how to collect customer data in a post-cookie landscape.
Yet, next-generation businesses view this as a chance to build better human-to-brand connections that last longer and have already been using many third-party cookie alternatives.
What are third-party cookies?
Third-party cookies are tracking cookies set by a domain other than the one the user is currently visiting.
Third-party cookies serve targeted ads based on user interests, interactions (like online purchases and clicks), and browsing history. Advertisers and marketers then use them to make ads more personal.
Here’s how it works: when you visit a website with ads, your browser loads certain elements (images, scripts, stylesheets, etc.) from the advertisers' domains. This then sets third-party cookies associated with the advertiser's domain to track your activity along with a request.
From there on, the advertisers can track your activity across sites for targeted advertising.
Why is Google phasing out from third-party cookies?
Google is phasing out third-party cookies due to concerns over user privacy and increasing regulatory scrutiny. They’re choosing to remove third-party cookie support in Chrome as a part of the broader Privacy Sandbox initiative launched in August 2019. The purpose of this is "to develop a set of open standards to fundamentally enhance privacy on the web."
Recently, Google switched off third-party cookies for 1% of its consumers in January 2024. Tentatively, Google will continue to phase out third-party cookies by the second half of 2024.
This comes after a few delays. Google delayed it to give marketers more time to change how they advertise and try new targeted ads.
Mozilla Firefox, Brave by Brave Software, and Apple's Safari have also moved away from third-party cookies. Major publishers and media outlets, like the New York Times, are also moving away from third-party ad data.
How does Google phasing out third-party cookies affect marketers?
Marketers have always relied on digital breadcrumbs to understand consumer behavior, target ads, and measure engagement.
Now, they find themselves at a crossroads trying to figure out how to collect customer data in other ways. Here’s how Google’s decision affected marketers:
41% of marketers believe the inability to track the correct data will be their biggest challenge.
In some APAC countries (excluding Japan), 80% of leaders expect harm from third-party cookie changes. 34% of brands fear disaster.
40% of companies don't have customer data platforms (CDPs). As a result, they struggle to provide personalized experiences across channels.
Top 3 alternatives to third-party cookie data collection
Modern marketers aren’t waiting for third-party cookies to disappear entirely. They're already busy looking into third-party cookie alternatives to stay ahead.
Here are three ways marketers collect customer data and how to get started:
1. Gathering first-party data
First-party data is the information you collect directly from your users. You get it through their interactions with your channels, and users give this data away with their consent.
Privacy regulations are getting stricter. Knowing how to collect first-party data is key and ensures your brand complies with data protection laws.
Methods & use cases for first-party customer data collection:
Customer surveys and feedback forms: Gives you a deeper understanding of what your customers like, how satisfied they are, and where you can improve to meet their needs.
Marketing data from emails and messaging campaigns: Includes first-party data, like open and click rates, unsubscribes, etc. This data will let you A/B test what converts and what doesn’t.
WhatsApp opt-ins: Marketers can collect WhatsApp opt-ins in many ways. They can attach live widgets to their website, use click-to-chat WhatsApp ads, or add scannable QR codes to their marketing materials.
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2. Contextual advertising and social media targeting
Contextual advertising is another third-party cookie alternative that shows users ads based on the webpage they're viewing. It does not rely on tracking their online behavior or personal data.
Social media targeting is a rather unintrusive way to collect customer data. Contextual advertising merely targets the content they engage with.
For example, ads may be shown alongside relevant topics or hashtags users engage with on platforms like Twitter or LinkedIn. Similarly, on platforms like Instagram, ads may be targeted based on the content of the posts users interact with or the hashtags they follow.
Use cases for contextual advertising via social media:
Click-to-chat social ads: Marketers can utilize social media advertising tools provided by platforms like WhatsApp Business (e.g. click to WhatsApp ads), Facebook Ads, or Twitter Ads to create contextually targeted ads based on user interests, demographics, and behaviors within the platform.
Video advertising platforms: YouTube Ads display contextually targeted pre-roll ads before relevant videos based on the content of those videos and the target audience's preferences.
3. Universal IDs
Universal identifiers (IDs) are unique digital IDs and a go-to alternative for third-party cookies. They enable tracking users across various devices and platforms, such as apps, websites, and social media. This tracking happens without relying on third-party cookies.
The IDs are made by merging user information types. These include email addresses, mobile numbers, social media IDs, and browsing behavior. They create a distinct ID for each person.
Users can quickly delete or block cookies. By using IDs tied to user accounts or profiles, you can maintain a certain degree of continuity in tracking and targeting over time.
One of the ways to collect customer data via universal IDs is through social media IDs.
For example, Facebook IDs or Twitter handles can serve as universal IDs. They let you track users across social media platforms and websites that use social media login or sharing features. This allows businesses to target users based on their social media activity and preferences.
Consider SleekFlow’s marketing solutions as a third-party cookie alternative
People care about their privacy now more than ever.
Businesses are focusing more on using first-party data. SleekFlow offers a solution that helps businesses talk to their audience better and collect customer data with consent.
By leveraging tools like click to WhatsApp ads and WhatsApp Broadcast, SleekFlow aligns seamlessly with current advertising trends, facilitating engagement in today's evolving marketing environment.
Collecting and managing first-party data with click-to-chat WhatsApp ads and flow builder
Utilizing click to chat WhatsApp ads in your marketing campaigns is about as seamless as you can get to automated, personalized interactions when figuring out how to collect first-party data via WhatsApp.
With click to WhatsApp ads, you can:
Get 72-hour free-entry point conversations (normally a free conversation window only lasts for 24 hours)
Get in contact with high-potential leads who are truly interested
Get higher ROI for your Facebook ads
Once you set up an automated flow to be triggered by a relevant keyword on SleekFlow’s Flow Builder, the customers that initiate a conversation from your click to WhatsApp ads can get an instant reply. They will be directed through the flow automatically to acquire more information about the product you advertised and get routed to the most appropriate agent for follow up actions.
At the same time, customer data can be effortlessly collected and updated to your existing social Customer Relationship Management (CRM) database. The creation of comprehensive customer profiles will enrich your understanding of each customer's unique preferences and needs, all documented right next to the chatbox.
By utilizing this innovative approach, you can gather crucial data about your target's name, phone number, purchase interests, and online behavior. This means that the customers will then be naturally more inclined to share personal information when communicating directly and securely with your team.
Want to outcompete your peers with SleekFlow's help?
Book your personalized demo with SleekFlow today and unlock the potential of seamless communication
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