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DATA First party: ➵ the future in a post-cookie world

The importance of First Party Data in the post-third-party cookie world

The world of digital marketing industry is constantly changing and one of the most recent challenges is the end of third-party cookies, which will transform online advertising and content personalization. Given this situation, the First Party data They emerge as a crucial alternative for companies. Below, we explain why they are so important and why you should adopt them as soon as possible.

What is First Party data and how is it different from third party cookies?

In the context of online privacy and security, modifying cookies has become a primary measure to take. The First Party data They are those that a company obtains first-hand through its CRM, applications and website, as well as offline sources. This data comes directly from customer interaction, making it a valuable source of information for personalize the user experience.

The elimination of third-party cookies and its consequences

Google was one of the first companies to support the elimination of third-party cookies, which would be carried out in two phases. This measure has various consequences for both Internet users and companies. Users will enjoy greater privacy in their browsing, since their data will only be accessible to the website they visit, without being shared with other companies.

However, this removal also means that web pages will need credentials to identify users, which could lead to increased requests for personal information and potentially impact the browsing experience. To avoid this problem, Google is modifying its algorithm with the update called “Page Experience Update” to ensure that browsing remains smooth and secure.

The importance of First Party data in this context

Given the disappearance of third-party cookies, First Party data becomes the key alternative to obtain relevant information about users and personalize your experience on the website and in advertisements. In addition, they fully comply with the regulations of the General Data Protection Regulation (GDPR), since the relationship is direct between the website and the visitor, without intermediaries.

Another advantage is that they do not entail any additional cost for companies, but rather provide excellent profitability when analyzing the data obtained. Tools like Matomo, an alternative to Google Analytics, allow you to collect cookieless data effectively.

Google solutions, such as Google Tag, Enhanced Conversions, GA4 and CPD, are developed so that companies can collect and analyze data, personalize advertising and optimize bids without relying on third-party cookies.

Immoral Recommendation

At Immoral, we recommend making the jump to First Party data as soon as possible, since the disappearance of third-party cookies is imminent. Adopting this alternative will allow you to maintain stable digital measurements and adapt to changes in the world of digital marketing.

Do you want to transition to First Party data but don't know where to start? Contact us! We will be happy to advise you in the process. Our team will guide you in the strategic use of First Party data so that your brand continues to stand out in the digital world.

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