Third-Party Cookie and Data Deprecation: What's a Marketer to Do?

Measurement & Analytics — Fri., Jul. 7, 2023

Data has become the lifeblood of marketing and the end of support for third-party cookies in Chrome is a major issue. Losing those sources of customer information is a challenge, but can reap rewards if done correctly. Be transparent and establish trust with customers, build a complete customer identity, and use second-party data to fill in the gaps.

Monetize zero- and first-party data and remain agile and informed about the changes. Identity management software, customer data platform, and data clean rooms can all be used to build customer identity and replace third-party cookies. Catching up on data deprecation is an opportunity to investigate emerging technologies.

Third-party cookies are invasive and customers are concerned about privacy. Strategies that create genuine connections between customers and offerings, based on data they agree to share, will turn trust into loyalty and customers into brand advocates.

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