Transitioning to a First-Party Data Ecosystem for Your Marketing

First-party data > third-party data

The deprecation of third-party cookies is changing the way marketers market. If you aren’t already looking for a first-party data solution, you are falling behind. Regulation of consumer data and privacy is only getting more stringent. Yet at the same time, consumers still want a personalized experience, especially when interacting with brands they trust.

When you visit your bank’s website, you don’t want to have to enter your account number and password on devices you continually use to check on your accounts. The same goes for buying merchandise from Amazon.

Watch this informative video, featuring Bryan Lozano, partner development manager at LeadsRx. He discusses how to transition to a first-party ecosystem for your data, so the pending demise of third-party data won’t affect your marketing campaigns at all.

Bryan breaks down:

  • The difference between first-party and third-party cookies. Using the Amazon example again, 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, including the what and why they are going away. These cookies have been, and for now still are, advertisers’ way of tracking users, even if the user is not directly interacting with the advertiser on its site. Advertisers 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 soon won’t be able to track consumers across browsers and across devices, because you don’t have a first-party connection to them.
  • 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.

In your car or just not able to watch the video? Listen to the podcast version of this video.

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