What are the best alternatives to third-party cookies for personalized retargeting in 2024?

All answers to this question.

The future is definitely "First-Party Data" and Server-Side tagging. We’ve started using "Enhanced Conversions" in Google Ads, which hashes user data (like email addresses) at the point of conversion and matches it back to Google's logged-in users. This bridges the gap that cookies left behind. Also, focus on building your own "Clean Room" or at least a robust email list. If you own the data, you don't have to worry about browser changes. Contextual advertising is also making a huge comeback as a cookie-free alternative

   Answered 2024-01-23 by Angela Wright

Have you looked into the Facebook Conversions API (CAPI)? It’s basically the equivalent of server-side tracking for Meta ads and has saved our ROAS.

   Answered 2024-01-24 by Michael Scott

• Michael, we just started the CAPI implementation! It’s definitely more technical than just dropping a pixel on a page, but the data "match quality" scores we’re seeing are much higher than the standard browser pixel. It feels like the only way to survive the "iOS 14+ effect" and the upcoming Chrome changes. Have you found it difficult to maintain the server costs for it?

     Commented 2024-01-25 by Rachel Adams

Contextual targeting is underrated. Instead of following the user, just place your ads on the content they are reading. It’s 100% privacy-compliant.

   Answered 2024-01-26 by Donna Paulsen

• Donna is right. Contextual targeting on high-intent articles often converts just as well as behavioral retargeting, often at a much lower CPM.

     Commented 2024-01-27 by Angela Wright