How to Win with First-Party Data in a Cookie-Free Future

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In 2020, Google announced its plan to phase out third-party cookies, which will take effect at the end of 2024. Although Google's phase-out of third-party cookies has been pushed back yet again, it is coming. The reprieve has done little to allay the fears of business leaders, publishers and marketers.

Even with the promised features of Google's privacy sandbox, many people are concerned about the impact of the cookie-free future on business models and marketing tactics, especially around experiences. custom digital. But don't be afraid of the inevitable changes, because there is a better solution to meet your needs.

First-party data isn't going anywhere, and marketing trends are already heading in that direction. Now all you have to do is figure out how to best capture and use all the consumer data at your disposal.

Purchase history, website activity, email engagement, consumer interests, mobile app behavior and more can tell you a lot about your consumers. But many marketers don't know where to start: 41% say the biggest challenge will be the ability to track the right consumer data.

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register here Why first-party data is more valuable in the long run

First party data is your consumer data. Its collection, segmentation, and use are completely under your control, which means its accuracy and integrity are never in question. In addition, you are the exclusive owner, which can give you a major competitive advantage.

When used correctly, first-party data also offers the unique opportunity to position your brand in a distinctive way, which can provide several benefits for you and your consumers, such as:

Significant experience

When consumers share data, they're telling you exactly what they want, often directly. So use first-party data to personalize consumer experiences in meaningful and relevant ways. From the first discovery to the actual purchase, make the trip as smooth and pleasant as possible. Create useful content. Share it across all channels. Look for ways to continually add value to purchasing decisions.

In terms of meaningful experiences, the Disney Genie service does just that for theme park guests. The service, integrated into the My Disney Experience app, makes recommendations based on what Guests want to do. The app will continue to suggest new options via...