Research: Marketers Prefer Third-Party Data. But What About Privacy Concerns?

Even with legal and financial limitations, and with the preference of Marketing professionals for third-party cookies, the market will have to adapt to the new advertising standards, as Google will soon start banning this practice on its servers. 

The end of third-party cookies is inevitable and has been announced for quite some time. Browsers such as Mozilla Firefox and Apple Safari have already eliminated them from their browsers and Google plans to ban them altogether by 2024.

This marks the beginning of a new era that prioritizes data privacy as one of the demands of online consumers and the so-called “privacy revolution,” which begins with the enactment of the General Data Protection Regulation (GDPR) and the LGPD.

But what exactly are third-party cookies?

Before we continue to delve into this topic, it is essential that you understand what third-party cookies are and how their death can impact your strategy. 

Surely you’ve been through the following call lists situation: you enter a news site, for example, and an ad, which does not belong to the site, appears on your screen. And even if you jump to other websites, the ad keeps appearing in your browser. 

Well, that’s because of third-party cookies.

But how can we increase consumer privacy while ensuring the performance of advertising campaigns?

That’s where one of the protagonists of this story comes in: the first-party cookie.

Basically, first-party cookies are information collected directly by the company that uses them. A very common example is when a website asks for your name and email in exchange for content of interest to the consumer, such as access to an e-book or infographic. 

This information can also AWB Directory be generated through Marketing. Campaigns, surveys, social media and others. The main feature of this data model is that consumer information is collected from the company’s channels that will eventually use it.

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