The end of the third-party cookie doesn’t have to be the end of getting good, useful data. Here are six tactics marketers can use with first-party and zero-party data to keep marketing automation programs working.
Dig deeper: Marketers should care about consumer privacy
First-party vs. third-party data
The first thing to know is that first-party cookies, placed in a limited number of digital touchpoints, can be an important source of data and address privacy concerns.
“Currently third-party cookies are blocked by most major browsers, and they’re actually coming to the end of their lifespan by the end of 2022, moving into 2023, as Google has just recently announced that it will no longer be providing third-party cookie support for their Chrome web browsers,” said Jim Thao, marketing automation manager for Lively Inc., at The MarTech Conference.
“Third-party cookie data is really easy to collect, but the [negative] to this is that it is really easy to share across domains, which brings forth a lot of privacy concerns regarding where that data is being shared,” Thao said.
“First-party cookies are currently supported by all browsers,” he said. “And they’re future-proof in the sense that they’re executed and implemented directly by the publishers onto the organization’s domain.”
An example of a first-party cookie is Marketo Munchkin, which Thao describes as “a script that’s provided to the customer and consumer to place directly on their web in order to track activity and engagement.”
The data resulting from first-party cookies, although not as easy to collect, can enhance personalization and streamline web experiences for customers.
3 first-party data tactics
Audience segmentation. First-party cookies can collect data when a customer engages with a brand’s digital properties. For instance, they can collect location data directly from leads either on a website or by manual inputs into…
..
[ad_2]