In a cookieless world, the growing importance of first- and zero-party data

The marketing world is facing a major challenge: a cookieless world, as Google will stop supporting 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 — data collection strategies, and 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 the end of 2024. 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.
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Don’t panic! This isn’t 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); the next couple of years 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.

3️⃣ 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.

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