Maybe you’ve heard about the imminent cookiepocalypse and you know it’s important, but you don’t know where to start. Maybe you’ve begun unraveling your connection to third-party data, but you wonder if you’re on the right track. The best place to start is understanding what the first-party vs. third-party cookies debate is all about in the first place.
Because third-party cookies collect data in aggregate form, the information is generally less detailed and most valuable because of its volume, enabling marketers to target groups of people who fit a set of criteria.
First-party data, on the other hand, comes in with direct consent from known customers. Marketers use first-party data to tailor customer experience individually and to build individual customer profiles.
Because third-party cookies won’t be available after Google completes its cookie deprecation plan in 2023, moving to a first-party data strategy will ensure that you’re prepared with new tactics and data sources.
Although cookie deprecation is a significant factor, first-party data strategies have other benefits, too. Since it’s directly provided from your customers, first-party data helps you build better customer experiences and loyalty over time, giving you more direct control than third-party cookies.
No matter what happens — regulatory changes, platform disruption, shifting partnerships — the data you collect directly from your customers is yours to keep. First-party data is the most direct way to future-proof your customer data strategy.
To reframe your strategy, you’ll need to start by assessing your risk. Understanding how your company uses third-party data now and what metrics and goals it helps meet will give you a solid foundation when you build your new customer data approach.
Not sure what’s at stake for your organization in the first-party vs. third-party cookies debate? Learn more about the impact of cookie deprecation, and how to get prepared >>