what are the alternatives to cookies?
As third-party cookies are the cookies with the biggest impact overall, legislators have indirect forced the big tech companies to abandon these cookies.
That’s the reason for why this article focus on the third-party cookies.
what are the alternatives to cookies?
Mozilla Firefox and Apple Safari already have removed the use of third party cookies. And now also Google will follow their example.
Third-party cookies are tracking codes placed on a user’s device by a website other than the one they are currently visiting, primarily used for advertising and tracking purposes.
What are the alternatives to cookies?
The purpose of third-party cookies have been to find and track users.
Then to feed them with the information of yours so that they sooner or later will take the decision to buy your products or services.
There isn’t a single technology that can alone replicate the functionality of third-party cookies. Various technologies, approaches and combinations have to be used to reach the needs that third-party cookies currently fulfill in online advertising and tracking.
While each of these technologies has its strengths and limitations, you have set up your own combination of approaches to replace the functionalities of third-party cookies now and in the future.
Additionally, industry standards and regulations will continue to shape the landscape and you have to be prepared to adapt to.
No single technology alone can replicate the functionality of third-party cookies.
Getting rid of third-party cookies doesn’t mean tracking of internet users will stop. With the use of various tracking technologies beyond cookies users can still be identified across different websites. Therefore the removal of third-party cookies does not eliminate the necessity for user consent in website tracking practices.
But all the responsibilities and requirements are now transferred from browser to each site owner.
There's one alternative where you don't have to think about privacy requirements!
What are the alternatives to cookies?
First-party cookies
A simple alternative to third-party cookies is using first-party cookies only. These trackers gather data by making URL calls on the advertiser’s website. They provide detailed information and can identify and track users similar to third-party cookies.
In simple terms, these cookies might bypass browser blockers and still be used for advertising purposes.
Single Sign-On Technology
SSO, or single sign-on technology, can also be used as an alternative to third-party cookies. It allows you to use one form of authentication to log in and connect to many different websites. While this can be convenient for users, it also creates a consolidated vision of user browsing.
In other words, it still tracks and follows user behavior even though it is not designed for advertising purposes.
Cohort Targeting
Cohort targeting focuses on tracking groups of users with similar behaviors rather than individuals. This method provides advertisers with summarized data, such as overall views instead of individual ones, enabling informed business decisions.
Instead of sharing personal details about individuals, cohort targeting anonymizes data and groups users based on shared characteristics like interests or location.
This is the way Google has chosen to tackle the removal of third-party cookies – they call it the Google Privacy sandbox.
Device fingerprinting
Involves analyzing the device you use along with various related data points like location, time zone settings, plugins, apps, and the version of the operating system.
It seems however, that Google intends to phase out device fingerprinting alongside the development of their Privacy Sandbox.
Universal ID
Universal IDs (UIDs) are a type of identifier that can be legally used to track users across multiple websites. They are designed to replace third-party cookies, which are small pieces of data that are stored on a user’s computer when they visit a website.
And then the alternative where you don't need to think about privacy requirements!
Byebuy Platform
Byebuy is our own platform enabling site owners to drive sales, build their brand, create loyalty and generate new customers without using even first-party cookies.
Since no information information or data about user is collected there’s no at all risk for site owners to not being able to live up to the legislations now and in future.
Sales: your ultimate conversion
The conversion rate is vital for any business because it measures how effectively a company achieves its goals, such as making sales or generating leads.
Returning visitors – customer engagement means sales!
Sure, it’s fine to get a lot of new visitors but returning visitors indicate overall brand engagement and customer loyalty.
Time on site- when customers are interested!
Translated into “any business-perspective”, time on site shows how well you are maintaining customer interest and engagement.
