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.
Maybe you’ve heard about the imminent cookiepocalypse and you know it’s important, but you don’t know where to start. Maybe you’ve begun unraveling your connection to third-party data, but you wonder if you’re on the right track. The best place to start is understanding what the first-party vs. third-party cookies debate is all about in the first place.
The difference between first-party data and third-party cookies
Because third-party cookies collect data in aggregate form, the information is generally less detailed and most valuable because of its volume, enabling marketers to target groups of people who fit a set of criteria.
First-party data, on the other hand, comes in with direct consent from known customers. Marketers use first-party data to tailor customer experience individually and to build individual customer profiles.
Benefits of a first-party data strategy
Because third-party cookies won’t be available after Google completes its cookie deprecation plan in 2023, moving to a first-party data strategy will ensure that you’re prepared with new tactics and data sources.
Although cookie deprecation is a significant factor, first-party data strategies have other benefits, too. Since it’s directly provided from your customers, first-party data helps you build better customer experiences and loyalty over time, giving you more direct control than third-party cookies.
How to future-proof your customer data strategy by 2023
No matter what happens — regulatory changes, platform disruption, shifting partnerships — the data you collect directly from your customers is yours to keep. First-party data is the most direct way to future-proof your customer data strategy.
To reframe your strategy, you’ll need to start by assessing your risk. Understanding how your company uses third-party data now and what metrics and goals it helps meet will give you a solid foundation when you build your new customer data approach.
Not sure what’s at stake for your organization in the first-party vs. third-party cookies debate? Learn more about the impact of cookie deprecation, and how to get prepared >>