Google’s decision to delay removing third-party cookies from the Chrome browser until late 2023 gives businesses two more years to prepare their first-party data strategies. Brands should focus on fully using first-party customer data, applying analytics to create growth and quitting current bad data practices.
Organizations should start assessing their first-party needs, understand customer metrics and adopt the “growth triple play”. Brands should also apply analytics with purpose to spark creativity and consider the future of behavioral targeting. Additionally, brands should communicate a clear value exchange for the collection of first-party data and activate and automate data processes for the future.
The discontinuation of the third-party cookie will likely be a blessing in disguise for brands in the long-term. To build digital trust, brands must explain to customers the value exchange of sharing their personal data, as well as the ways the brand will adapt to the change. Ultimately, planning with future first-party data needs in mind is key.
A Five-Point Plan for First-Party Data
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