Five steps to take before third-party cookie deprecation

by | Feb 24, 2024 | Digital Marketing, LinkedIn, Microsoft, Paid social, PPC

LinkedIn has recently released a comprehensive guide aimed at providing marketers with actionable steps and strategies to enhance campaign performance in light of the impending deprecation of third-party cookies. The guide emphasizes the importance of adapting to regulatory changes and dwindling identifiers to meet the growing demand for personalized advertising experiences in a cookieless environment.

One of the key recommendations outlined in the guide is the establishment of a robust first-party data strategy. LinkedIn advises marketers to leverage its Audience Targeting tools, such as Audience Insights and Matched Audiences, to collect and utilize first-party data effectively. The platform also emphasizes the significance of building trust with audiences through transparent messaging and clear opt-in and opt-out options.

Additionally, the guide highlights the importance of embracing AI technologies to improve targeting, personalization, and campaign optimization. LinkedIn suggests utilizing tools like the Predictive Audience feature, which leverages AI and user data to create custom high-intent audience segments. The platform underscores the need for human oversight in conjunction with AI capabilities for optimal results.

Furthermore, the guide encourages marketers to rethink their reporting strategies in light of third-party cookie deprecation. LinkedIn suggests moving away from traditional attribution models like last-click attribution and collaborating with Sales and Finance teams to identify more meaningful metrics. By leveraging CRM data and Conversion Tracking tools, marketers can gain valuable insights into campaign performance and ROI.

The guide also stresses the importance of continuous testing, learning, and adaptation to optimize campaigns in a cookieless future. Marketers are advised to evaluate performance comprehensively, including brand health metrics, and conduct brand lift testing on LinkedIn for enhanced insights and improved ROI.

Moreover, LinkedIn has partnered with specialized solution providers to offer practical solutions and case studies aimed at assisting marketers in implementing predictive audiences and revenue attribution features on the platform. By investing in resilient data and solutions now, marketers can ensure optimal performance across the marketing funnel amidst privacy changes.

In conclusion, LinkedIn’s guide provides marketers with valuable insights and strategies to navigate the evolving digital landscape in the absence of third-party cookies. By implementing the recommended tactics outlined in the guide, marketers can enhance campaign performance, improve targeting and personalization, and adapt to privacy changes effectively.

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