Cookie Deprecation: The Future of Attribution
Despite Google pushing back the deprecation of third-party cookies to 2024, the time is now to develop first-party data gathering solutions.
Cookie Deprecation: The Future of Attribution
Despite Google pushing back the deprecation of third-party cookies to 2024, the time is now to develop first-party data gathering solutions.
The Deprecation of Third-Party Cookies
Is it easier to tailor marketing campaigns (ads) with third-party cookies leaving an internet trail of, well, crumbs? Yes. But savvy marketers are already deploying tools that do not rely solely on third-party cookies; and all marketers will have no choice in a little over a year’s time.
Consumer Privacy is at the Core
Just as Apple has instituted stiffer privacy protection rules with its continuing upgrades to its operating system, Google has protection of consumer privacy at the center of its efforts. The public is demanding it. Regulators are requiring it. Businesses must comply or face the consequences, and some already have felt the pain with hefty fines levied against them.
Key Takeaways
First-party data allows businesses to send tailored messaging to their customers – deals on products they like; alerts to new products they may like; communications on topics of interest to them.
Instead of Universal IDs, at LeadsRx we collect personas for anonymous individuals – not a personal identity but the characteristics or demographic attributes that make up the type of customer or customers represented by their digital experience on devices, browsers, and apps.
Think of the Universal Pixel™ as a cookie on steroids. Businesses receive an impartial view of all marketing channels. There are no duplicate conversion counts, and 100% of first-party data remains within an enterprise’s own walled garden.
More and more states have online privacy legislation in place; California led the way with the California Consumer Protection Act (CCPA), and Europe has had the General Data Protection Regulation (GDPR) in place for a few years.
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