Customer Data Strategy

Frequently asked questions about third-party cookie deprecation 

Q: What are third-party cookies?

A: Third-party cookies are code tags website owners load from separate servers to collect user behavior data. These third-party cookies help companies expand their reach and create targeted, highly personalized experiences. Many marketers use third-party cookies to run their campaigns and gauge their performance and analytics.  Learn more >>

Q: How do third-party cookies work?

A: Third-party cookies work as tracking tools to follow user behavior online. Website owners load these code tags from separate domains because the data from third-party cookies allows for personalization and retargeting. The tags are called third-party cookies because they are created and stored on a third-party server.  Learn more >>

Q: Why is third-party data so important for marketers?  

A: Third-party data is so important for marketers because it gives them information they can use to reach a wider field of users without direct interaction. Third-party data allows marketers to create a more targeted and personalized experience across the internet, leading to more conversions.  Learn more >>

Q: Why are third-party cookies going away?

A: Third-party cookies are going away due to rising concerns about data privacy. As data breaches and cyber-attacks proliferate, consumers are more aware of the dangers of data sharing. Instead of being impressed by targeted ads third-party cookies make possible, many consumers have become wary.  Learn more >>

Q: When does the cookie deprecation begin?

A: Cookie deprecation began in 2017, when the internet browser Firefox began phasing out third-party cookies. Google’s decision to complete cookie deprecation by 2023, and Apple’s ongoing cookie deprecation policies for phones and applications make it even more critical for businesses to shift their strategies.  Learn more >>

Q: What’s the difference between first-party, second-party, and third-party data?

A: The difference between first-party, second-party, and third-party data comes down to how you collect it, where you get it, how difficult it was to capture, and what level of quality and certainty the data offers. With third-party cookies ending in 2023, marketing strategies are shifting to direct consent data.  Learn more >>

Q: Why should I use first-party vs. third-party cookies?

A: The first-party vs. third-party cookies debate hinges on more than Google’s plans for 2023. Directly provided data helps you build better customer experiences over time, vs relying on a third party. When it comes to first-party vs. third-party cookies, a future-proof strategy calls for more direct control.  Learn more >>

Q: What will cookieless advertising look like?

A: Cookieless advertising will be:

  • Broader due to reduced targeting accuracy
  • More focused on gated content to gain first-party insight
  • Geared towards transparent privacy and data use practices

Cookieless advertising may make campaigns more difficult to analyze in the short term, but companies that prepare can expect long-term growth.  Learn more >>

Q: Is post-cookie advertising going to work?

A: Post-cookie advertising will require a major shift for many organizations used to relying on third-party data. To make post-cookie advertising work, marketers will need to:

  • Amplify first-party data
  • Assess privacy and security
  • Test new targeting options
  • Evaluate their martech
  • Plan to spend more time on audience modeling

Learn more >>

Q: Is retargeting without cookies possible?

A: Retargeting without cookies won’t work in quite the same ways. Marketers may continue to employ some of the same ideas using second-party data from “walled gardens” like Facebook, Instagram, and Amazon, or may shift into different tactics like placement based on first-party information from core customers.  Learn more >>

Q: Do you have any ideas on how to track without cookies?

A: Our data experts weighed in on how to track without cookies, and listed four strategies:

  1. Prioritize first-party data collection
  2. Keep an eye on new targeting options as they mature
  3. Explore “walled gardens” for second-party data
  4. Reconfigure your martech stack to enable post-cookie tactics

Learn more >>

Q: What is a first-party data strategy?

A: A first-party data strategy approaches marketing with a goal to deliver personalized experiences to users based on information gathered with direct consent. Pivoting to a first-party data strategy requires time, resources, organizational buy-in, and a willingness to re-evaluate established technologies and tactics.  Learn more >>

Q: What is a walled garden in advertising?

A: A walled garden, in advertising terms, is a closed platform or technology ecosystem with the ability to control the hardware, applications, and information required for access. In advertising, a walled garden is considered a source of second-party data, which marketers can purchase to extend customer profiles.  Learn more >>

Q: What is a data clean room?

A: A data clean room collects aggregated data from walled gardens and allows marketers to add their own first-party data to see how it matches up. This allows marketers to see where they might be duplicating ad reach. In a data clean room, none of the aggregated data can be used or analyzed outside of the protected space.  Learn more >>

[On-Demand] How cookie deprecation will impact 2022

Why your first-party data roadmap needs to start today

Our 30-minute session outlines five key questions to answer as you plan for the year ahead.

Get the video >>