Google’s move to block third-party cookies for Chrome users, coupled with the rising cost-of-living crisis, has made AI and cookieless solutions crucial for marketers. Crimtan, a leader in cookieless advertising and programmatic solutions, is helping businesses navigate these changes.
AI’s Efficiency Benefits
Many believe AI uses too much processing power. However, AI actually reduces power consumption and improves efficiency. It handles regional and channel-specific factors, optimises inputs like geolocation, and cuts load times by up to 80%. This efficiency translates to a daily reduction of 40 kilograms in CO2 emissions. AI helps cut unnecessary efforts and costs, leading to a more sustainable advertising environment.
Challenges of Going Cookieless
The advertising industry is facing difficulties as Google prepares to phase out third-party cookies by late 2024. Marketers are struggling with tighter budgets and the need for new customer acquisition methods. To thrive in a cookieless world, innovative strategies and tools are essential for effective audience targeting and engagement.
Transitioning to a Cookieless World
Marketers should invest in cookie-free campaigns that blend with existing efforts. As the phase-out progresses, now is the time to collaborate with experts like Crimtan. Developing strong marketing strategies will help maintain campaign performance while reducing reliance on cookies, ensuring marketing goals are met in the new digital landscape.
Expert Opinions
Andy Houstoun, Chief Commercial Officer at Crimtan, shared his insights: “The advertising industry is set for significant changes in 2024 with the removal of third-party cookies. This challenge isn’t new; we’ve been refining our cookieless platform since Apple’s ITP in 2017. Crimtan is ready to guide businesses through these shifts.”
He added: “AI’s efficiency improvements and the advantages of cookieless strategies offer exciting opportunities. We anticipate a future where innovation drives success in digital advertising. Our commitment to sustainable practices supports our broader vision and ensures a strong return on investment.”
Looking Ahead
Incorporating AI and cookieless solutions into marketing strategies is key to the future of digital advertising. Embracing these technologies can save costs and lead the way in creating a sustainable, efficient, and environmentally friendly advertising sector. Though the transition may be challenging, the right strategies and expert advice can turn these obstacles into growth and innovation opportunities.