Campaign India Team
Apr 25, 2024

Data-driven insights essential for navigating cookie-less digital marketing: KIT Global

A new white paper on a cookie-less world proposes leveraging first-party data, contextual advertising, and localised marketing strategies for companies to stay afloat.

Photo: Shutterstock
Photo: Shutterstock

Fifty-three percent of respondents in India advocated for stronger online privacy protection measures, nearly 12% higher than the global average, according to a recently released white paper by KIT Global entitled "Cookie-less World: Indian Perspective." This paper provides insights into the implications of a cookie-less world for marketers, especially focusing on India.

In today's digital age, online tracking and digital advertising are ubiquitous, shaping how content is delivered and consumed. 

The paper also revealed that websites deploy an average of 17.9 cookies per page load, providing advertisers with extensive user data. However, there is still widespread consumer unease in India over the transparency and accountability of online data tracking, signaling a pending transformation in digital marketing. To address this, the Indian government is preparing to introduce robust regulatory frameworks, including the proposed Data Protection Authority (DPA), to oversee data protection compliance.

As of February 2024, India boasted 911.77 million internet users, with smartphone penetration at 83% of the population. The e-commerce market, valued at $99 billion in 2024, reflects a growing consumer base with evolving preferences and habits.

With restrictions on tracking and targeting users, advertisers must reimagine their strategies in the face of these changes. According to the white paper, the main challenges for businesses in India include reliance on third-party data and limited awareness of alternative tracking methods such as browser fingerprinting, device graphing, and contextual advertising.

The paper also emphasises that businesses should view this shift not as a crisis but as an opportunity. The Budapest-based digital marketing agency's survival kit suggests leveraging first-party data, embracing contextual advertising, and localising marketing strategies to forge stronger connections with audiences while respecting their privacy rights.

Campaign India

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