The long-awaited deprecation of third-party cookies, also by Google, has, in fact, marked the beginning of an epochal turning point in the world of advertising and marketing , paving the way for new challenges and great opportunities with regards to the possibility of creating strategies aimed at the user.
Goodbye to Third Party Cookies: Companies Ready for the Challenge
First Party Data: Value Born From Trust
Publisher and list of algeria consumer email Advertiser: first-party-data and data collaboration
Goodbye to Third Party Cookies: Companies Ready for the Challenge
If for users the end of third-party cookies means greater respect for their privacy , for companies it means greater difficulty in collecting data to create marketing and advertising strategies that aim to personalize and enhance the customer experience.
A survey conducted by Capterra on a sample of 258 marketing professionals in Italy (“ The era of data without cookies 2024 ”), however, revealed that 67% of companies are not afraid of this epochal change which, on the contrary, they consider as an opportunity to create value.
The data collected also highlights that, although 68% of the interviewees recognize the great usefulness of third-party cookies especially for purposes related to the personalization of advertising campaigns, in fact, only 5% of the sample declared themselves “very” or “extremely concerned” by their disappearance.
Among the measures, some of which have already been adopted, there are solutions that aim to enhance corporate properties as a fundamental channel for the collection of first-party data , in full respect of user privacy .
First Party Data: Value Born From Trust
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With the term “ first-party data ”, as we know, we indicate all the data relating to users that, collected in company properties, are in fact owned by the company.
