How brands can build consumer trust in the post-cookie era

For years, third-party cookies have been the Lego building blocks of digital advertising. These small pieces fit together seamlessly, allowing us to construct elaborate ecosystems that efficiently target and track user behaviour. However, as consumer privacy and data security concerns have intensified, these building blocks have started to crumble.

With third-party cookie deprecation looming, we're left with a new set of building blocks that resembles Jenga pieces much more than Lego. Each piece is fine, but they don't necessarily work together. They're not transportable or interoperable, and anyone can come along and topple our carefully constructed towers. It's time to acknowledge that the status quo is no longer sustainable. 

But despite all the talk, many businesses are still stuck in a rut, clinging to outdated practices that fail to prioritise the most crucial aspect of our company: the relationship between brands and consumers. It’s time to face a hard truth – while we’ve been procrastinating, consumer trust has been eroding.

Earning consumer trust

The key to navigating this paradigm shift lies in leveraging first-party data and reimagining our approach to consumer relationships. Instead of relying on intrusive tracking mechanisms, brands must focus on earning consumers' trust and respect.

This means being transparent about how data is collected, used, and protected and giving consumers control over their information. 

Many clients have invested in marketing technologies over the years, such as customer engagement platforms (CEPs) and customer data platforms (CDPs), often touted as critical solutions to the challenges posed by the deprecation of third-party cookies.

However, technology alone is not the solution. Without the right people and processes, these investments will fall flat. It's time to shift our focus from technology to strategy, from data collection to relationship-building. 

Embracing contextual advertising and AI

Not every brand has first-party data or a strategy to deliver meaningful value exchange to consumers for that data.

For those brands, contextual advertising continues to offer a future-proof strategy. By targeting ads based on the content a user is currently viewing, brands can deliver relevant messages without compromising privacy.

AI and machine learning further enhances these efforts, offering sophisticated insights without invasive tracking mechanisms. 

Building deeper connections

The benefits of getting it right in the post-cookie world extend well beyond regulatory compliance and avoiding fines. Brands prioritising privacy and transparency can differentiate themselves in a crowded marketplace, fostering deeper connections with consumers.

When consumers feel their data is respected and used responsibly, they are more likely to trust and engage with a brand. As we navigate this paradigm shift, industry leaders must champion these approaches rather than look for other intrusive workarounds.  

Embracing change and investing in new strategies, technologies, and processes, coupled with a commitment to privacy and transparency, will mitigate the challenges of a cookieless future and position the digital media industry for sustainable growth. 

It’s important to remember the post-cookie world is not the end of digital advertising; it's the beginning of a new paradigm of trust and transparency.   

By focusing on privacy and openness and highlighting value for the consumer, brands can ensure they continue to succeed and thrive in this new landscape.  

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Rachida Murray is the chief digital and technology officer at Spark Foundry Australia.