Browsers have stalled customer data collection and storage with third-party cookies. Safari, Mozilla, Chrome no longer support third-party cookies. This has caused the death of cookies, threatening the efforts of digital marketers who depended on third-party vendors for customer data collection. This has altered the media buying and programmatic ad evolution story. In the third-party cookie world, digital marketers could put to use personalization, conversion optimization, retargeting, multi-touch attribution, and many other tactics. But, with the extinction of third-party cookies, digital marketers can no longer take advantage of these tactics.
This gets even worse to know that your media pixels are defunct with third-party cookie dependency. All the money spent by digital marketers on ads would have a shelf life of just 24 hours with ITP and other browser updates. This brings down the ROI of ads spent on firing media pixels.
However, many digital marketers who had already built a first-party data strategy were still able to take advantage of those tactics. They gained a first-party data advantage by launching their server-side to capture first-party data.
Moving Client-side to Server-side tagging
Transferring all your client-side tags to the server-side tagging system would be the first step. This is critical for media pixels. There is heavy spend on ads and hence important to evaluate how your media pixels are put to use. All you need to explore with an autonomous and proactive server-side tagging is in four steps:
Transfer all client tags to the server
Save tags on the server
Publish tags from the server
Once you have your media pixels using an HTTP endpoint being fired from the server, they will support your first-party data strategy. You can explore how to implement the following to enhance your ROI on media pixels and ad spend.
Server-side tagging supports First-party Data Strategy
You can explore the following with a first-party data strategy
Conversion optimization: With first-party cookies, you know who is doing what. You can track personal data and customer behavior. This can be integrated with your CDP and stored for as long as your own data. This helps you reduce the last-minute abandonment of carts and improves conversion.
Personalization: Many businesses are adding personalization to their marketing mix. This is not possible without data that indicates who the customer is and what the customer is looking for. First-party cookies can store intricate customer data that helps you personalize the website experience and increase conversions.
Multi-touch attribution: With third-party data, multi-touch attribution has been a lost opportunity. There was no way to find out which channels and campaigns are working in the favor of the marketer. The data that tells where the customer discovered your brand and what led to more excitement or disappointment lived only for 24 hours. But, with first-party data, attribution came back to normalcy.
Activate First-party Data Strategy with Server-side tagging
Quick and smart integrations with no coding involved are the fastest way to activate your first-party strategy. If your IT team has to sit down to re-code every single tech integration, then it is as good as starting from scratch. The smart way to do this is to invest in server-side tagging that can provide you with pre-configured tech integrations.
Invest in first-party data with server-side tagging.