Cookies are for Santa, not marketing

We’ve all got our favorite sweet treats, but testing out a new holiday recipe is exactly what your marketing plan needs for the New Year. Leave your outdated cookies for the Man in Red and try Faraday’s simple three-ingredient approach to cookieless marketing.

Cookies are for Santa, not marketing

The end of third-party cookies is already underway with Apple’s iOS update 14.5 that contains a new consent protocol, App Tracking Transparency (ATT), as well as Google’s commitment to ending the use of cookies by 2023. As they’re very well documented throughout the marketing world, these changes are causing expected anxiety for teams currently using this soon-to-be outdata’d (see what we did there?) approach.

Luckily, there are solutions worth trying out as a tasty alternative before the holidays are over!

Step 1: Less cookies, more known-identities

Known-identity data is basically information collected from sources that an individual  can repeat from memory. This includes information like a person’s address, phone number, and email — all of which is widely available or accessible.  Brands should use data that is ethically obtained from consenting consumers, since this info can provide crucial insight especially with licensed third-party data. No need for any online, web-based cookie data — Faraday’s combo more accurately reflects who consumers are in real life. Using fresh, known-identity data can help creative teams personalize their efforts for top-notch and relevant content, promotion, and advertising. Which brings us to the next step…

Step 2: Leverage cookieless custom audiences

As third-party data becomes less available, we suggest using your brand’s own first-party data you already own— such as email addresses and phone numbers— to reach new audiences through lookalike audiences. Combined with the power of cookieless third-party data to help paint a clearer, holistic picture of who that customer is beyond their transactional data, you can target new audiences based on interest and known-identity data.

While there are endless data points you can use to segment, it’s important to define what types of behavior and important known attributes that indicate a high-value customer for your brand, and use that to fuel your custom audiences.

Artificial intelligence  is an  intimidating flavor for some people. However,  using AI to predict how customers are likely to behave is a proven tactic for campaign optimization. Faraday’s platform uses your brand’s first party data and matches it with that ethically-sourced data we mentioned before, giving you a better understanding of customers’ interests and motivations across the lifecycle, regardless of their online behaviors. Plus, you can build AI-driven audiences to suit sophisticated targeting needs, all while respecting consumer privacy.  Once these audiences are baked, they’re pushed to your martech stack and deployed across your desired channels.

Like all recipes, your advertising approach may take some tinkering, but these main ingredients will help upgrade your strategies and position your brand for success. No matter your process, marketers everywhere will need to move away from web-based data (if you’re not already) and focus on a future where shoppers are happy to find dynamic, personalized ads that don’t feel invasive.

Happy holidays from all of us at Faraday!


Feeling hungry? RSVP for our January 10 live event where we'll discuss efficient marketing strategies using ethical AI in an ever-changing data privacy landscape.

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