Frequently asked questions about third-party cookie deprecation

A: A data clean room collects aggregated data from walled gardens and allows marketers to add their own first-party data to see how it matches up. This allows marketers to see where they might be duplicating ad reach. In a data clean room, none of the aggregated data can be used or analyzed outside of the protected space. Learn More

A: A walled garden, in advertising terms, is a closed platform or technology ecosystem with the ability to control the hardware, applications, and information required for access. In advertising, a walled garden is considered a source of second-party data, which marketers can purchase to extend customer profiles. Learn More

A: A first-party data strategy approaches marketing with a goal to deliver personalized experiences to users based on information gathered with direct consent. Pivoting to a first-party data strategy requires time, resources, organizational buy-in, and a willingness to re-evaluate established technologies and tactics. Learn More

A: Our data experts weighed in on how to track without cookies, and listed four strategies: 1. Prioritize first-party data collection 2. Keep an eye on new targeting options as they mature 3. Explore “walled gardens” for second-party data 4. Reconfigure your martech stack to enable post-cookie tactics Learn More

A: Retargeting without cookies won’t work in quite the same ways. Marketers may continue to employ some of the same ideas using second-party data from “walled gardens” like Facebook, Instagram, and Amazon, or may shift into different tactics like placement based on first-party information from core customers. Cookie deprecation challenges several common marketing tactics, but the loss of retargeting leaves a significant gap that may be difficult to fill without cookies. To succeed in a post-cookie world, marketers need to reframe their strategies to make the most of first-party data, using different tactics to meet critical KPIs. Learn More

A: Post-cookie advertising will require a major shift for many organizations used to relying on third-party data. To make post-cookie advertising work, marketers will need to: Amplify first-party data Assess privacy and security Test new targeting options Evaluate their martech Plan to spend more time on audience modeling Post-cookie advertising presents a challenge for companies that have long relied on third-party data to create customized experiences for potential customers. You may be wondering what cookieless advertising will look like when Google completes cookie deprecation in 2023. Learn More

A: Cookieless advertising will be: Broader due to reduced targeting accuracy More focused on gated content to gain first-party insight Geared towards transparent privacy and data use practices Cookieless advertising may make campaigns more difficult to analyze in the short term, but companies that prepare can expect long-term growth. Learn More

A: The difference between first-party, second-party, and third-party data comes down to how you collect it, where you get it, how difficult it was to capture, and what level of quality and certainty the data offers. With third-party cookies ending in 2023, marketing strategies are shifting to direct consent data. Learn More

A: The first-party vs. third-party cookies debate hinges on more than Google’s plans for 2023. Directly provided data helps you build better customer experiences over time, vs. relying on a third-party. When it comes to first-party vs. third-party cookies, a future-proof strategy calls for more direct control. Learn More

A: Cookie deprecation began in 2017, when the internet browser Firefox began phasing out third-party cookies. Google’s decision to complete cookie deprecation by 2023, and Apple’s cookie deprecation policies for phones and applications make it even more critical for businesses to shift their strategies. Learn More