Take advantage of first-party data

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In the digital age, with growing privacy concerns and the imminent elimination of third-party cookies , marketers are looking for effective ways to reach their audiences without violating user privacy. Sojern , the leading travel marketing platform, unveils solutions that help advertisers in the travel industry overcome the challenges of a cookieless environment.

Cookies are a kind of folder that collects all the information about a user 's actions on a website and stores it in their browser. This allows companies to identify this data and show them relevant ads , as well as monitor the number of times the person sees the ad.

“Adapting to this new paradigm does not mean the end of effective digital marketing , but rather bosnia and herzegovina whatsapp list an opportunity that pushes us to delve deeper into innovative and respectful ways of collecting information about our audience,” says Jesús Ramírez Medina, Sales Director at Sojern.

98% of people who visit a hotel website do not convert on their first visit
For this reason, retargeting is a vital tool for the tourism business (and for everyone, really), although by mid-2024 strategies will be affected due to the elimination of cookies.

Far from seeing this as a brake, Sojern sees this new data protection regulation as an opportunity for marketing teams to create more valuable connections with their audiences . Here are some tips for dealing with this new paradigm.


In this new paradigm, first-party data is more important than ever. For this reason, creating an email subscription form on the web has become more essential than ever to continue accumulating this GDPR-compliant data. In return, it is no longer enough to offer a discount or promotion; it is about offering the user resources that provide value in exchange for this data exchange.

First-party data for retargeting campaigns
Using this first-party data found on social media and search engines for retargeting campaigns is one of the options that gives the best results, since the ads reach those interested parties without violating their privacy.

Device fingerprinting
Just like our “physical fingerprints,” every time we browse the Internet we leave a trail of unique information about ourselves. Fingerprinting is all the information we accumulate on a computer device every time we use it, and this data is highly relevant when it comes to profiling audiences and understanding user behavior.

Contextual marketing
It is about taking advantage of the data and information we have about the consumer in the different channels (social networks, advertisements, websites, etc.) to adapt the strategy to the environment that the consumer frequents.

For example, a person searches on Google for “hotel in Mexico.” They then go to Instagram and see an ad for a dream hotel in Holbox, which they click on to check out the rooms. The next day, the person receives an ad about a promotion at another hotel nearby. The chance that this ad will result in a sale is very high, as it is in the right context and at the right time.

The idea is that all media will be integrated and that each user interaction will allow us to learn even more about them and offer them advertisements about products in which they have expressed some kind of interest.

These are just some of the strategies that can be applied to adapt to cookie-free digital marketing, allowing companie