How do you prepare for the end of third-party cookies?

After Safari and Mozilla Firefox, Google Chrome announced at the beginning of the year the gradual disappearance of third-party cookies in 2022. This turnaround is due to the need to protect confidentiality and privacy of these users while respecting the economic interests of advertisers. Now, it is necessary to prepare for these changes by implementing an effective data collection strategy.

Third-party cookies, right?

If you are visiting a website for the first time, the web server normally generates an internal cookie that stores all necessary user settings and inputs in order to improve the user experience. Third-party cookies are, on the contrary, hosted by the server of a website operator, i.e. a third party. Generally called” tracking cookies ” and” targeting cookies ”, they allow follow the user journey And so store information such as age, origin, gender, etc... The aim is to measure the audience of a site or a personalized advertisement to subsequently create a user profile.

As an event organizer, these changes will be felt when creating targeted ads for your event. Indeed, carrying out advertising targeting campaigns will become more difficult and will therefore be more expensive.

An already existing solution: first-party data

First-party data are data directly transmitted by your audiences, customers or prospects. These are so-called “declared” data such as the name, first name, email address, country of origin, etc. That's why today, the easiest way to collect data First-party Is the form. A simple form with an opt-in, that is to say, with a request for prior authorization will allow you to collect and process.

Indeed, once the data is collected, you can target your participants by selling directly from our online ticketing. In addition, it is possible to set up forms for your registrations. When buying a ticket, your participants will have to answer the questions of your choice (age, location, etc.). The aim is to guide your communication by putting forward more appropriate content. And so build a solid database. These forms will therefore have an impact on your communication on your social networks, but also on your e-mailing campaigns, which will become more personalized.

At the same time, you can create a questionnaire using Google Forms for example. Then, simply send it by email in the form of Newsletters by integrating a button that refers to your survey. Newsletters are a good way for your participants to give you their email address voluntarily.

CRM, the tool to keep your data

In addition, thanks to the CRM present in the Back office, the data of your participants is collected and stored. Afterwards, you can import or export your list of participants. This list will be your own database that you will complete as you go. However, it is preferable to group the typical profiles in order to personalize your communication.

However, data collection is subject to a General Data Protection Regulation (GDPR). The recovered data should not be shared under any circumstances, they should only serve your interests.

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In the end, there are other, more fun solutions for collecting data. Social networks such as Facebook or Instagram offer you the possibility of organizing contests. To validate the participation of a user you can ask to comment on their email address for example.