LinkedIn publishes actionable steps before third-party cookie deprecation

LinkedIn released a new guide detailing actionable steps and tactics you can take now to maximize campaign performance in the absence of third-party cookies.

Amid regulatory changes and reduced identifiers, the playbook offers advice on how to meet the demand for personalized ad experiences in a cookieless world.

Why we care. As the deprecation of third-party cookies looms, LinkedIn’s insights could be valuable in guiding approaches, but it’s important to note that the advice is published with LinkedIn’s interests in mind rather than solely benefiting brands and advertisers.

1. Create a robust first-party data strategy. LinkedIn recommends setting up a strong framework for collecting and using first-party data. To do this, the platform suggests utilizing its Audience Targeting tools, like Audience Insights and Matched Audiences. Start with a broad approach and conduct A/B testing on the same ad creative with diverse audiences to ensure your message is resonating. 

The platform also advises prioritizing building audience trust through clear and transparent messaging about the data value exchange, alongside straightforward opt-in and opt-out options as you invest in first-party data.

2. Embrace AI. LinkedIn recommends trying new technologies for scalable targeting and ROI, highlighting its Predictive Audience tool. This feature utilizes LinkedIn’s AI and your data to create custom high-intent audience segments. While emphasizing the importance of human oversight, LinkedIn notes that AI and ML capabilities include:

• Enhanced targeting and personalization.
• Predictive analytics.
• Real-time campaign optimization.
• Ad personalization based on behavior and preferences for different segments.

3. Reevaluate your reporting strategy. To combat reporting challenges from third-party cookie deprecation, LinkedIn suggests reevaluating approaches like last-click attribution, which may overstate the impact of activities like search and display. Instead, the platform recommends collaborating with your Sales and Finance departments to identify more meaningful metrics.

LinkedIn also advises leveraging CRM data through tools like the Revenue Attribution Report to connect marketing efforts with sales success. Additionally, using first-party Conversion Tracking provides insights into post-click and view-through conversions, facilitating measurement of ad impact and ROI.

4. Test, learn and win. LinkedIn warns that you should not assume what worked in the past will work in a cookieless future. Optimize campaigns by testing, learning, and winning to reduce costs and stay ahead. Evaluate campaign performance comprehensively, including its impact on brand health metrics. Measure your brand campaign’s effectiveness on LinkedIn through brand lift testing, setting baselines, and optimizing through A/B tests for improved performance, ROI, and valuable insights.

5. LinkedIn marketing partner. LinkedIn has partnered with solution and service providers with specialized capabilities in areas like predictive audiences and revenue attribution. The playbook offers their practical solutions and case studies to help you implement these features on LinkedIn. Investing in resilient data and solutions now ensures optimal performance across the marketing funnel amidst privacy changes.

What LinkedIn is saying. Brandon Johnson, Senior Marketing Manager at LinkedIn, said in a statement:

• “Gartner estimates that by the end of 2024, 75% of the global population will have their personal data covered by privacy regulations.”
• “Taking steps now to invest in data and solutions that are more resilient to privacy changes will help ensure you are maximizing performance across the marketing funnel.”

Deep dive. Read LinkedIn’s blog post in full or download its new guide for more information.