A relaxed cookie deadline isn’t a reprieve for connecting with customers

June 29, 2021
Chris Rozic

The move to first party data shouldn’t be delayed

There seemed to be a lot of relief that this impending cookie-less future was further away when Google announced  last Friday that they are delaying Chrome’s cookie-blocking privacy plan until 2023.

But the time to connect with your customers is now. The deadline that had been looming was the catalyst for brands to reflect on the way we target and market to audiences. This reflection should not stop.

I get that transitioning to a first and zero party data strategy can be challenging, particularly if it’s just one of a number of digital transformation projects on the go. And the delayed deadline may mean that it’s a project that is no longer an immediate priority.

First party data is your business’s biggest asset, and represents an opportunity for your business to build a unique customer experience and defensible competitive advantage. By unlocking this value, the death of the third party cookie has less impact, especially when you’re leveraging your biggest asset the right way.

Safari and Firefox have already deprecated third party cookies and there will still be a reliance on cookies and first party data in the near term; the evolution of measurement solutions will not happen overnight. It’s an encouraging step that Google wants to iterate their Privacy Sandbox solutions further. 

Don’t wait until third party cookies are gone

My suggestion is to take the momentum that has been built around first party data and implement a strategy as soon as possible. This will provide a longer runway for testing, learning and iteration. 

This could mean investing to solve for customer privacy, evaluating new adtech and martech, and getting current customer data fit for purpose. Ensuring there is durable measurement and tagging in place plus an investment in additional sources of first party data are two excellent steps to progress with.

Having richer, more complete information on your customers will allow your brand to create more tailored strategies and connect with more personalised customer experiences, resulting in better retention, increased brand engagement and loyalty.

To find out more about how you can better capture data from your customers and in turn create better experiences please get in contact with me or the Datisan team.

Need a reminder on what is interpreted as first and zero party data? Read our blog post from 2020 here.

Leave a Reply