Ditching Cookies: What You Need to Know

The digital marketing shift away from third-party cookies is reshaping strategies towards genuine, data-driven connections.

For PMCs, this transition is pivotal.

A recent Adobe study shows over 75% of marketers rely on these cookies, with 45% of leaders dedicating half their budget to them.

As consumers increasingly value privacy, the urgency for PMCs to adapt is clear.

This isn't just about following trends—it's about leading in a privacy-first market.

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What Are Third-party Cookies + How Do They Work?

Think of third-party cookies as the networkers of the online world, quietly connecting dots across the internet to paint a picture of your prospective residents’ interests.

These small data files, placed on browsers by advertisers, help paint a detailed picture of user behavior across different sites.

This enables you to tailor ads to closely match what potential residents are searching for.

However, with privacy concerns on the rise, the push is towards adopting more transparent and respectful ways of engaging with online audiences.

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4 Common Pitfalls of Third-party Cookies

Now, let’s uncover a few of the key pitfalls of third-party cookies, affecting privacy, accuracy, and user trust.

1. Privacy Concerns

Third-party cookies collect data across websites, often without clear consent, sparking privacy concerns among today’s internet users.

Understanding and addressing these privacy issues is crucial to building and maintaining trust with prospective and current residents.

2. Regulatory Issues

Global privacy regulations, like GDPR and CCPA, are tightening the noose on unsolicited data collection, including third-party cookies.

These laws impose strict consent requirements and hefty fines for non-compliance, challenging PMCs to adapt their digital strategies accordingly.

3. Data Accuracy

Third-party cookies are designed to help tailor your ads by tracking online behavior, yet they don't always deliver precisely.

You might find your ads reaching people based on their one-time clicks or outdated interests, which hardly resonate with their current needs.

This mismatch can lead to your marketing dollars missing the mark, showcasing rentals to folks who may not even be looking anymore.

4. Ad-blocking and Cookie Rejection

Increasing use of ad-blockers and browser settings rejecting cookies directly impact the effectiveness of cookie-based advertising.

A protective measure like this can limit the reach of your marketing campaigns, pushing the need for alternative, more acceptable engagement strategies.

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How Can You Prepare For the Third-party Cookie Phaseout?

Preparing for the third-party cookie phaseout is about getting ahead of the curve and refining your approach to digital engagement.

Here’s how you can stay proactive and keep your marketing strategies sharp:

👉 Invest in Content Marketing: Create engaging content like blogs, how-to guides, and virtual tours to organically draw potential residents to your site and lessen the need for targeted ads.

👉 Leverage SEO: Use SEO tactics focusing on relevant keywords, local SEO, and quality backlinks to ensure your communities are easily found by interested searchers, cookie-free.

👉 Explore Alternative Advertising Networks: Diversify your ad strategy by using social media and contextual advertising platforms that don't depend on third-party cookies for data collection.

Third-party Cookie Alternatives for PMCs

Speaking of alternative advertising options - now’s the perfect time to explore the various tools at your disposal for collecting accurate data to boost your marketing efforts.

First-party Cookies

First-party cookies are data stored directly by the site a user visits, allowing you to collect valuable insights on user behavior. Unlike third-party cookies, they respect user privacy more and face fewer regulatory hurdles, making them a safer and more reliable data source. They also provide personalized experiences and improved user engagement, ideal for fostering loyalty among current residents and attracting new ones.

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Contextual Targeting

Contextual targeting uses the content of a webpage to display relevant ads, sidestepping the need for personal user data.

This means advertising your communities on websites related to housing, real estate, or local community services.

It aligns ad relevance with page content, ensuring that your communities are showcased to interested users based on the context of their current online activity.

Universal IDs

Universal IDs, such as LiveRamp's RampID, streamline the tracking process by combining various pieces of a user's information—think birth dates, email addresses and phone numbers—into one distinct identifier for cross-device tracking.

What you’re left with is improved user data and more relevant, valuable ads without compromising anonymity.

Also, by eliminating the need for cookie syncing, universal IDs enhance website performance, making pages load faster and reducing common glitches.

Privacy-first Marketing Strategies: A Quick Guide

Embracing privacy-first marketing strategies ensures you stay ahead in a world increasingly focused on data protection.

Here’s how to do it effectively:

👉Prioritize Consent: Ensure explicit user consent for data collection is central to your strategy, clearly explaining the data collected and its purpose.

👉Implement Transparency: Commit to openness about data practices by making privacy policies and usage statements readily available on your website.

👉Maintain Up-to-Date Privacy Practices: Keeping users informed about any changes to privacy practices or policies in a timely and accessible manner.

👉Stay Updated on Regulations: Keep abreast of the latest privacy laws and regulations, such as GDPR and CCPA, to ensure your marketing practices are compliant.

PMCs can turn challenges present by the cookie phaseout into opportunities by embracing privacy-first strategies. Adopting such methods enhances trust among residents and aligns with evolving digital privacy standards.

Ultimately, it paves the way for more genuine and respectful engagements.

What was your biggest takeaway from this article? Let us know by leaving a comment below!

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