As dramatic as it sounds, what does the death of third-party cookies mean for you and your staffing agency? In this video, Allied Insight CEO Jeff Pelliccio talks about how third-party cookies work and how their removal by the end of 2022 affects your agency’s marketing strategies.
Let’s start by defining what third-party cookies are. Basically, there are companies that curate online behaviors and store them on servers through the use of third-party cookies. And it’s going away by the end of 2022. This means that staffing agencies that are retargeting back to their websites and going through one of these publishing houses to distribute their ads through a variety of different platforms will no longer be able to do any of that.
However, it doesn’t mean that websites, search engines, and publishing platforms will stop curating online behaviors altogether. They will continue to do so through the use of first-party cookies. The only thing that’s going to change is that advertising on multiple platforms can no longer be done through a single platform or provider. If you want to advertise on multiple fronts, you have to do it on multiple fronts as well.
This translates to a change in the advertising strategies employed by staffing agencies. You have to be more strategic about where you place your ad spend. Platforms such as Google, Apple, Amazon, Facebook, LinkedIn, and Twitter will still be gathering data around online behaviors and will continue to sell it to the people who want to advertise in their space.
Even though the removal of third-party cookies demands a minor shift in strategy, Jeff emphasizes the opportunity to shift your focus to a highly targeted application of your campaigns. Ultimately, it’s not going to drastically change how things are. We might see some changes to the way that platforms program their advertising and additional options for segmentation. It may also open doors for new means of gathering data and advertising. Other than that, we’ll just have to wait and see.
If you need more insights about how third-party cookies work, how it impacts your staffing agency, how to prepare for its removal, and you’d like some assistance, go to alliedinsight.com and connect with us. We’d love to chat with you and see what we can do for your staffing agency.
Hey everyone, Jeff Pelliccio here with Allied insight, and today we’re going to talk about the death of third party cookies, and what it means for your staffing agency.
As always, if you find the information helpful and think others in your network would benefit from it. Don’t forget to like share and follow also if there’s a topic you want us to cover, just leave a comment below. So the death of third party cookies, could the title be any more dramatic, nobody’s going for an Oscar here, let’s get into it first in order to understand what it’s going to mean to your staffing agency, we have to start with what third party cookies mean to begin with.
With the death of third party cookies, doesn’t mean is that websites and search engines and publishing platforms will continue to curate your online behavior through the use of their first party cookies. All that changes when these go away at the end of 2022 is how you go about advertising, it means you can no longer go to one platform or one provider in order to publish in many different areas, you’re going to have to start being a little bit more strategic about where you place your ad spend, Google, Apple, Amazon, Facebook, LinkedIn, Twitter, they’re all still going to be gathering data around your online behaviors and continue to sell it to the people who want to advertise in their space.
So now what are you going to have to do at your staffing from, as I said before, you’ll have to start planning a little bit more strategically, where your ad spend is going to go, why it’s going to go there and who you’re trying to target. I would also argue that this probably ends up helping you out a lot, because you can start to narrow your focus a bit and be a lot more surgical in your application of your campaigns. For those of you that are still advertising on AdWords or in LinkedIn or in Facebook directly.
Your life isn’t gonna change all that much, you may see some changes to the way that they program their advertising, and there may be some additional options for segmentation, but other than that, we’ll just have to wait and see. Lastly, I’m certain that there will be companies that will come out, and perhaps new means of being able to gather data and do advertising that will be beneficial, but we just don’t know what they are yet.
In the end, third party cookies going away, is a really good thing for the consumer, and quite frankly, maybe it forces us to be a little bit more deliberate in our marketing approach, but by no means is that the end of the world. If you’re having conversations at your staffing agency around third party cookies and want to be able to talk through some of those ideas with someone, feel free, go to our website, Allied insight. COMM And connect with us, we’ll be more than happy to jump on a call and see what we can do to help.