The growing importance of zero-party data
The marketing world is facing a major challenge: Google’s elimination of third-party cookies. There is no doubt, the future of digital marketing is going to be impacted. But, marketers could turn this change into an opportunity. Solutions exist — first-party data and zero-party data being a big part of it — but for that, brands and advertisers need to take this reality into account right now.
What’s happening with third-party cookies?
Just in case you haven’t heard the news, after Safari, Firefox and Explorer, Google announced that it would phase out third-party cookies of its Chrome browser by 2022. This means:
- Advertisers won’t be able to collect data via third-party cookies.
- The way they are targeting and segmenting audiences for digital advertising will change. They will need to connect or reconnect with customers in new and innovative ways.
- First-party cookies aren’t going away. Brands will still be able to collect information about visitors to their own websites.
Don’t panic; this is not the end of digital advertising. Personalisation will still be possible beyond the third-party cookies. Alternative solutions exist (we’ll cover that in the ebook); 2021 will all be about testing, learning and adapting.
🍪Cookie: a cookie is a small piece of code stored in a user’s browser when he visits a website. It enables collecting customer data to recognise them and keep track of their preferences to provide a better and more personalised user experience.
⚙️First-party cookie: a first-party cookie is stored by the website that a user visits directly. It enables the browser to remember user information like purchase intentions, logins and language preferences.
🎯Third-party cookie: a third-party cookie is created by websites other than the one a user visits directly, like advertisers websites and social media. It is used for tracking, retargeting and online advertising purposes.