## What will happen when third-party cookies are abolished?
There are major changes in the environment for web advertising and digital marketing, such as restrictions on the use of third-party cookies and the enforcement of the revised Personal Information Protection Law. This situation is referred to as the “post-cookie era” or the “cookie-less era”, and many people may be wondering exactly what will change and how to respond to it.
Third-party cookies have been widely used in conventional digital marketing measures. They are also used in retargeting advertising and access analysis. Various alternative technologies have emerged, but since cookie regulations were originally created from the perspective of protecting privacy, it is not the case that all of them can be handled using alternative technologies.
The trend of privacy regulations is a global one, and there is a strong possibility that they will become stricter in the future. It can be said that continuing to place existing targeting advertising and other methods at the center of digital marketing is a high-risk strategy.
In the post-cookie era, companies will need to collect data on their customers and potential customers themselves and use it for marketing. The premise is that you will need to obtain consent for the use of personal information, but the data you collect yourself (first-party data) will become a major asset for your company.
Rather than relying on third-party cookies, etc., you will need to analyze the data you have collected yourself using your own infrastructure and take measures to improve customer resolution.
## Aiming to acquire leads through owned media
The key to this is the development of owned media.
One example of marketing through owned media is Treasure Data’s “[PLAZMA](https://note.com/brightcove_kk/n/na601d315c96c)”, which we also introduced in the previous article.
Treasure Data also uses videos of events and webinars it has held as content on its owned media. The site is designed so that you need to register with your email address to view the videos, so you can see what kind of users are viewing which content.
In addition, an owned media site run by a foreign PC manufacturer has achieved a steady reach of over 100,000 UU per month by preparing a wide variety of content and effectively using MA tools for nurturing, which has also led to sales.
In addition to original content, they also purchase media content, create white papers for lead generation, and hold online webinars, so they are truly operating like a “media” company.
Operating your own media will become an essential marketing technique in the post-cookie era.
However, blindly providing content will not produce good results if it does not match your objectives, such as changing attitudes or acquiring leads.
In addition, while you may be able to acquire leads by participating in exhibitions, forming media tie-ups, or holding webinars, there are many cases where this does not lead to the conversion of leads into actual projects.
In other words, it is important to be able to change the attitudes of potential customers through the content you provide.
Video content is effective for solving these kinds of issues. The strengths of video content include the following.
– It contains a lot of information
– It has a high retention rate
– It is easy to appeal to emotions
In particular, video is better than text for emotional content that has an impact on the viewer and evokes a sense of empathy.
Also, if you can prepare content with a lot of substance, it would be a good idea to implement a “live broadcast” that can only be viewed at that particular time.
By providing “useful content” for prospective customers in the form of videos and building a system where they can register their email addresses to watch them, you can acquire even more hot leads.
## Making video viewing data your company’s asset
As we have been discussing so far, in order to enhance your digital marketing without relying on third-party cookies, it is an effective measure to gather customer information in-house by utilizing your own media.
And in order to improve the results of your owned media, it is important to use video content effectively to change the attitudes of your customers and potential customers.
In order to carry out even more effective marketing activities, we recommend using a “company-exclusive platform” for video distribution.
On video sharing platforms such as YouTube, it is not possible to obtain detailed customer information.
If you use a platform that is exclusive to your company, you can analyze the relationship between individual user viewing data and subsequent nurturing and conversion by integrating data using CDP or MA tools.
For example, there have been cases where analysis results such as “people who watch videos for longer periods of time are more likely to progress to business negotiations” or “people who watch videos have a higher email open rate” have been obtained.
The analysis results obtained in this way can be used in the production of the next video content.
By storing data in-house, you can deepen your understanding of your customers along the axes you want to know about.
In recent years, software that allows anyone to easily edit videos has become widespread, making it possible to produce videos at low cost.
It is important to start with small steps, but in order to achieve long-term results, you should also consider producing rich video content that appeals to people’s emotions.
Utilizing the strengths of video, forming content and customer information through owned media will be the key to marketing in the post-cookie era.
