Many marketers lie awake because of it. The source for third-party data is drying up. Frequently used search engines like Safari and Firefox already do not support third-party cookie tracking, market leader Google (good for 51%) will follow. As of 2022 it will all be over. The indiscriminate tracking of consumers based on questionable data will then be a thing of the past. Marketers will have to get serious about 1st-party data. That is a big step towards the true personalization of the Customer Experience.
It's crazy that advertisers follow consumers to the farthest corners of the web in order to benefit from relevant ads'. So reads the statement of Google in a privacy first plea. We can doubt the sincerity of the tech giant, but the obscure structure of cookies goes into ban. The Director of Product Management, Ads Privacy and Trust says in a recent blogIf digital advertising does not keep up with growing concerns about privacy and the use of personal data, we are putting the future of a free and open web at risk.
'Does Google have a double standard?'
The data generated by cookies is a goldmine. Tech giants like Google and Facebook live off them. It is their revenue model. Cookies provide a tiny picture of what we do on the internet: which pages we visit, where we click, what login details we use and which items we actually purchase online. Third parties - advertisers, digital entrepreneurs and marketers - use the data to their advantage via the intelligent advertising networks of the tech companies. The data collected is a highly sought-after commodity.
'Inventiveness and creativity in data-driven marketing will make the difference'
Whether we like it or not, this practice is coming to an end. Forced by the growing resistance among online consumers and even more so by the increasingly stringent privacy laws, less and less third-party data will be shared. This will present marketers with major challenges in the coming years. After all, it will become more difficult to use third-party data to guide target groups to your web shop or E-platform or to set up effective retargeting campaigns. Get used to it. Inventiveness and creativity in data collection, data analysis and data-driven online marketing will reign supreme.
Deployment of 1st-party data is eminently valuable and legitimate'.
Because what does remain is your own data - your 1st-party data. And to be honest, that's what is so interesting. Because 1st-party data comes directly from your own visitors/customers, this information is extremely valuable and reliable. And its use, subject to the privacy laws that also apply here, is legitimate. With 1st-party data you can segment excellently on the basis of interests, preferences, locations and search and purchase behaviour and create customer profiles. With an advanced Customer Data Platform (CDP) you can streamline that process for all parties involved. On the basis of data that customers consciously and voluntarily make available to you, you can really enter into a dialogue with your target group. This in turn enables you to give accurate content to forecasting and targeting.
The ultimate challenge: a sustainable 1st-party data strategy in conjunction with CDP software
Ultimately, 1st-party data collection is the ultimate path to true personalization of the Customer Experience. Advertising based on third-party cookie structures will disappear into the background. Intelligent application of SEO and organic search results will become more important and it could be that e-mailing will experience a revival. The importance of contextual targeting will also increase, content-related advertising on websites that are relevant to your business.
Undoubtedly, the tech giants also have new revenue models in preparation, which involve other forms of data collection. For example, the device fingerprinting A term that is bandied around. But the ultimate task at this moment is: giving shape and content to a sustainable 1st-party data strategy using a Customer Data Platform or Data Management Platform. If you want to map out the possibilities of online marketing based on 1st-party data, you can always contact us for an informal and inspiring consultation.