While a cookie-free future will help eliminate many privacy threats, it won't eliminate them entirely. Even if first-party data doesn't become the next major attack vector, companies should be aware of emerging trends in privacy and security. As the past two decades have shown, even the most promising technologies can be eliminated if they pose a risk.
Use alternative identifiers
Cookies are a very effective way to track and identify users. But how can businesses and marketers continue to do so in a cookie-free future?
The answer is to use alternative identifiers and country email list tracking signals. These are just a few of the ones successful companies are already using.
Contextual targeting. Before the use of cookies and other "novel" technologies, contextual targeting simply placed ads on related marketing channels, and with great success. Here, you can show ads on related websites and channels instead of going to the trouble of asking for user consent and safeguarding privacy.
Universal IDs. As the tech world moves away from cookies, many technology platforms are turning to universal identifiers. Although Google Chrome doesn't plan to support them, many other platforms are adopting them as a convenient way to identify users without security risks. These IDs are typically offered through security platforms that offer secure and interoperable means of tracking users across the web.
Cohorts. Similar to contextual targeting, the use of cohorts (or grouping users based on similar interests) remains a simple but effective means of tracking. Again, rather than worrying about individual identification, platforms can use activity data to deliver consistent and targeted experiences to groups of people who display similar characteristics, interests, or hobbies.
On-device solutions. Device data also has the potential to further improve cohorts. Here, instead of marketing to individuals based on their device data, devices can reveal only as much information as a third party needs to classify its users into a certain cohort. By doing so, users remain anonymous while marketers can still deliver targeted experiences based on proven user activity.
Create a better privacy policy
If the cookie-free future will teach us anything, it's that there's nothing more important than user privacy.
Our users likely value their privacy more than ever. Even if you've taken the time to create a compliant privacy policy, review it again to make sure it truly serves their best interests. If it doesn't, you may need to go through another transition in the future.