Who's on First? Party Data Efficiency in the Wake of the Cookie's Demise

Wed, 16 Mar 2022 00:00:00 -0400
Pulse

As the news of the cookie’s so-called demise has spread far and wide (and we’ve previously discussed here), there have been a number of potential strategies laid out for marketers looking to navigate this brave new world. While further leveraging influencers or re-designing loyalty programs have emerged as two possibilities, we’ve also witnessed a natural tendency to focus on party data above all. This makes sense, as it’s the “death” of third-party data (in reality, privacy regulation barriers) that prompted a re-examination of how to properly use consumer data in the first place. Enter (or, re-enter, as it may be) first- and zero-party data, best explained by this chart from Cheetah Digital: