Over the last few years, data privacy has become an increasing concern with internet users lacking visibility around who has access to their personal data and how it’s being used online. As a result of this, both marketers and advertising platforms have felt under pressure to respond to rising consumer demands regarding privacy and control.
Third-party cookies have already been blocked across web browsers such as Firefox and Safari. Third-party cookies were also planned to be blocked across Google Chrome by the end of 2023, however as of July 2022, it was announced that this would be pushed back to the second half of 2024. This move has the potential to drastically change the way that you as an advertiser run your marketing activity, giving less visibility into media performance whilst limiting targeting capabilities and customer insights. Whilst 2024 might seem some way off, it’s crucial for marketers to be aware of the upcoming changes and to start to prepare for a cookieless web. With less reliance on third-party data sets, collecting first-party data and building your own customer database should be a priority.
So, how can you maintain your data quality and drive business performance whilst addressing increasing concerns around the use of personal data?
There are a wide variety of techniques, tools, and solutions that your business can implement. This will not only help you minimise disruption but also help you build better relationships with your consumers by putting their privacy first. Our internal team of experts has compiled our latest guide to help you understand the range of solutions that are available and the actions you must implement to help your business prepare for a privacy-first web.
Download your PDF copy to learn about:
- The current privacy landscape
- What third-party cookies are and the impact of their deprecation
- Ways to maximise your first-party data collection
- Platform solutions such as server-side tagging, consent mode and enhanced conversions