Bryan Lozano, partner development manager at LeadsRx, discusses how to transition to a first-party ecosystem for your data. As third-party cookies are depreciated, and consumer privacy continues to be protected, the need to collect first-party data from your customers is more important now than ever.
Bryan defines the difference between first-party and third-party cookies. In a nutshell, when a user signs up for an Amazon account, they are giving Amazon permission to collect first-party data. The user does this because they, as a consumer, want a better user experience (Amazon remembers their email, address, password, order history, list of returned items, items left in their cart, etc.). All of that information helps the consumer easily make transactions in the future.
Third-party cookies are what are going away to increase privacy for consumers. These cookies have been advertisers’ way of tracking users, even if the user is not directly interacting with the advertiser on its site. Currently, advertisers can track consumers via third-party cookies, simply because they created those cookies by researching their company on sites not owned by them, hence the third-party denotation. This is all done through browsers – browsers that are now saying you can’t track consumers across browsers and across devices, because you don’t have a first-party connection to them.
Bryan breaks this all down and more, including how Google and Facebook are going to win in this new landscape due to their walled gardens of data; how every brand should start to create their own walled garden of data; how businesses can prepare NOW for the cookie apocalypse; and ID graphing as a solid solution.