The cookiepocalypse is making it more difficult for companies to track user behavior online and target ads to specific users. At Revenue Roll, we have mastered tools and solutions to help your small online business navigate the changing online ads landscape.
What Is the Cookiepocalypse?
The "cookiepocalypse" refers to the recent changes in browser privacy policies that have made it more difficult for companies to track user behavior online using cookies. These changes have significant implications for e-commerce advertising, as cookies have long been a key tool for targeting and retargeting ads to users.
What Does This Mean For E-Commerce Advertising?
- Increased reliance on first-party data: Another implication of the cookiepocalypse is that e-commerce advertisers will have to rely more on first-party data, such as customer data from their own website, to target ads. This is because first-party data is not affected by browser privacy policies and can still be used for targeting and retargeting. However, this can also be a limitation for some e-commerce sites, as it might not have enough data on their customers (unless you’re a Revenue Roll subscriber 🙂).
- Reduced ability to measure conversions: Cookies are also used to track conversions, such as when a user clicks on an ad and makes a purchase. Without cookies, e-commerce advertisers will have a harder time measuring the effectiveness of their ads. They will have to rely on other methods, such as server-side tracking (which is the foundation of Revenue Roll’s platform 🙂), to measure conversions.
- Increase in advertising costs: Another implication of the cookiepocalypse is that it will change the cost of e-commerce advertising. Without cookies, it will be harder for e-commerce advertisers to target specific users and track conversions, which means that they will have to bid higher for ad inventory to reach the same number of users. This could lead to an increase in advertising costs for e-commerce companies.
- Increased focus on privacy-compliant technologies: Finally, the cookiepocalypse will likely lead to an increased focus on privacy-compliant technologies, such as device fingerprinting, browser fingerprinting, and server-side tracking. These technologies can be used to track users in a way that is compliant with browser privacy policies and can be used to target ads and measure conversions. Revenue Roll is utilizing all of these methods for our subscribers 🙂.
The "cookiepocalypse" refers to the recent changes in browser privacy policies that have made it more difficult for companies to track user behavior online using cookies.
E-commerce companies will need to adapt to these changes in order to continue to deliver relevant ads to users and measure the effectiveness of their advertising efforts. We saw this crisis coming and founded Revenue Roll to help growing businesses step up to this challenge and adapt to these complex changes.