Cookies and tracking files are considered one of the most prominent tools and technologies for websites. However, with the major development in technology and the advancement of website algorithms, this has led to relying on user-specific data for easier and smoother communication with them. From this standpoint, today we will discuss in detail the importance of first-party data in the post-cookie era.
The Importance of First-Party Data in the Post-Cookie Era
Before pointing out the crucial role of data in the future of websites and beyond, we should clarify what cookies are and what role they used to play in website algorithms.
Experts explained that cookies, or tracking files, are a small set of files stored on the user’s electronic devices, whether computers or smartphones. These files were designed to help websites remember the user and their activity on the site, the main sections where they spent the most time, their preferred language for search, registration details, as well as their behavior on the site to deliver suitable ads.
After clarifying what cookies are and the role they used to play in the lives of advertisers, digital marketers, and website owners, we must move into another phase of technology built on privacy and credibility that relies on data. This is where the importance of first-party data in the post-cookie era becomes clear, which can be explained in the following points:
1. Accuracy
First-party data collected by advertisers and marketing companies is of high importance, credibility, and accuracy in the post-cookie era, as it is one of the most direct and reliable sources for gathering customer and user information.
2. Increased Privacy Levels
Data of all types plays a vital role in enhancing privacy compared to cookies. New regulations in this field require user consent for collecting such information, which increases user trust in the website or organization.
3. Personalization
The importance of first-party data in the post-cookie era lies in its ability to provide personalized advertising and marketing experiences for clients based on their data and preferences. It enhances the ability of marketers and companies to understand audience behavior and preferences in order to create tailored marketing experiences for each person, while also reducing user tracking outside this scope as cookies used to do.
4. Building Relationships
The post-cookie data era focuses on building strong relationships between advertisers, marketers, and users. This relationship is established through registration data on the site, loyalty programs, and email marketing.
The relationship between the brand and the user is built on preferences, orientations, and interactions with the brand and its marketing content.
5. Enhancing Marketing Campaigns
Brands can create marketing campaigns based on first-party data to match them with targeted advertising and marketing platforms. This allows the creation of effective retargeting campaigns for potential or interested customers while maintaining the confidentiality of their private information.
6. Analytics with Artificial Intelligence
The importance of first-party data in the post-cookie era also lies in its role in analyzing customer trends, interactions, and behaviors within the site based on collected first-party data. These analyses are then directed to artificial intelligence to improve the user experience dynamically and in line with audience preferences.
What Are the Types of Data in the Post-Cookie Era?
As mentioned earlier, data is the most reliable and trustworthy alternative to cookies. This becomes evident in the importance of first-party data in the post-cookie era. However, it is important to point out the types of data that brands can legally collect from customers to use in marketing campaigns.
1. First-Party Data
Also known as first-party information, this type of data is collected directly by the website from the client. It usually includes registration information such as email, shopping cart purchase records, and preferences. This data is more private and widely used.
2. Zero-Party Data
This type of data is voluntarily provided by the customer, such as through surveys or subscriptions to offers. It clearly reflects the direct and explicit intentions of the customer.
3. Contextual Data
This type of data relies on the customer’s browsing status at that particular moment, targeting real-time browsing behavior independently from any previous data.
For example, showing an ad about sports shoes while the user is reading an article about running and its health benefits.
What Are the Risks of Cookies?
We highlighted the importance of first-party data in the post-cookie era and explained that the world is now moving towards relying on data in all marketing fields in a private and credible manner. This shift makes the risks of cookies evident.
Today, there is significant attention and awareness about the importance of customer privacy. This is reflected in new legal regulations, such as the CCPA in California and the GDPR in Europe. Various browsers such as Firefox and Safari have already blocked third-party cookies, while Google Chrome has gradually reduced them.
Third-party cookies, one of the cookie types, pose major risks to user data and privacy since they track users across different websites. These cookies are placed by advertisers to deliver more targeted ads. As a result, marketers’ reliance on third-party cookies has become impossible, pushing them to depend on data of all kinds—with a strong focus on first-party data to direct marketing campaigns effectively.
In conclusion, cookies were once a tool for ad targeting and building marketing campaigns. However, with the changing landscape and the global shift toward personalized and private experiences, companies and brands have started collecting and building customer data securely, privately, and credibly. This highlights the importance of first-party data in the post-cookie era.
