Tracking & Targeting Without Cookies
#EcomChat on Monday 9th September will focus on an important yet often over-looked topic for #ecommerce – how to track & advertise to shoppers without being reliant upon cookies. The chat will take place at 1pm UK time on Twitter.
Cookie-based tracking is the backbone of the measurement and advertising world; it’s the default mechanism. However, there’s an increasing variety of measures intended to make cookie tracking harder to achieve, including:
- GDPR: opt-in permission required for marketing purposes (with a few exemptions under legitimate interest).
- Ad-blockers: 3rd party tools enabling users to block ad scripts, either going nuclear or targeting specific scripts.
- Browser controls: the ability to block some or all cookies at the browser level.
- OS controls e.g. ITP (Intelligent Tracking Prevention) from Apple.
We’ll seek to explore how ecommerce teams can and should change how they approach web analytics and advertising in a world where cookies aren’t always reliable.
- What are the viable alternatives to cookie tracking & do they work?
- How do marketers need to adapt to protect their acquisition and retention programs?
- What do you need to do to ensure your web analytics reports aren’t inaccurate?
Thanks, Dan & James.
Join us at 1pm UK time on Monday 9th September and do share this post either on Twitter or via email with anyone you think would be interested.
p.s. If you’re wondering “what’s this about?” there is a page explaining all just here.