The new third party is the first party
Most data professionals believe there won’t be a crumb of knowledge left after third-party cookies disappear in 2023. Consumers, who don’t like being tracked, are thrilled. But companies are left with finding better ways to gather data from current and potential customers — all with their full knowledge and consent. Companies can start by incentivizing customers to willingly provide their data in exchange for offers, exclusive content, and tailored recommendations. With these efforts, custom forms are going to be the new cross-property tracking. People-based identifiers are going to be the new programmatic advertising. In short, when it involves cookies, the first party is going to be the new third party. These changes benefit marketers too. With third-party cookies, advertisers believed that more targeting equaled more relevant ads — and better business outcomes. However, a recent study revealed that when Chase showed ads on 400,000 websites,...