You may have heard that Apple recently released Intelligent Tracking Prevention (ITP) 2.0 which blocks 3rd-party cookies in Safari and other web-kit enabled browsers on iOS and Mac OS in an attempt to address privacy concerns. Mozilla also announced that the next version of Firefox will block 3rd-party cookies by default. With these changes, plus the availability of cookie blocking plugins for all other browsers, it’s time for marketers to reconsider their use of 3rd party tracking cookies. Any capability relying on these cookies, like DMPs or some retargeting products (including Oracle Responsys’ Rapid Retargeter), will start to see a drop-off in the number of website visitors being tracked.
But don’t fret. At least for the retargeting use cases, the solution is to use 1st party cookies. While 3rd-party cookies traditionally were able to keep track of a wide pool of known visitors due to its cross-site tracking ability, the recently announced changes diminish their utility. This makes solutions relying on 1st-party cookies the preferred method for tracking visitors – like Infinity Streams in the Oracle Marketing Cloud.
Streams captures web activities supporting the same retargeting use cases as Rapid Retargeter, including browse abandonment and cart abandonment, plus a whole lot more. While Rapid Retargeter was mostly designed to accommodate traditional retail websites, Streams was designed to be industry-agnostic. Marketers can define their own retargeting use cases and pass whatever information is relevant for their business need. For example, a bank that relies on a web form to collect information about their customers requesting current mortgage rates can use Infinity Streams to identify those who started but did not submit the form and then send a follow-up email to encourage them to complete the process.
Infinity Streams is a powerful tool that can take your retargeting abilities to the next level. For more information on Infinity Streams and how it can help your business, please reach out to your Account Management team.
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