Observed Signal · May 31, 2023 · Deprecation · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Cookieless Marketing Strategies Rely on First-Party Data
As third-party cookies face deprecation, marketers are shifting to first-party data strategies. Experts from Keen Decision Systems and Tealium explain that identity graphs, data enrichment, probabilistic scoring models, and customer data platforms can replace cookie-based targeting. They advise an agile marketing approach and warn against hyper-fixating on addressability. Tealium's Ted Sfikas recommends keeping marketing technology and data management investments with separate vendors to avoid lock-in and recommends investing in a chief data officer. Google planned to phase out third-party cookies in the second half of 2024, beginning with 1% of users in Q1 2024. The article positions the cookieless transition as an opportunity for more privacy-compliant, omni-channel marketing and measurement.
Provides expert guidance on first-party data strategies amid Google's third-party cookie deprecation, but contains no new industry announcements or proprietary data.
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Key Takeaways & Evidence Grounding
- Netscape invented the cookie in 1992.
- Apple, Google and Mozilla initiated plans to stop supporting third-party cookies.
- Google planned to end third-party cookie support in the second half of 2024, beginning with 1% of users in Q1 2024.
- John Busbice of Keen Decision Systems stated that first-party data combined with identity graphs, data enrichment, and probabilistic scoring can replace cookies.
- Ted Sfikas of Tealium recommended avoiding combining marketing technology and data management investments in the same vendor.
Connected Companies & Entities
4 Entities mapped“Apple, Google and Mozilla already initiated plans to completely stop supporting third-party cookies....”
“Apple, Google and Mozilla already initiated plans to completely stop supporting third-party cookies....”
“Apple, Google and Mozilla already initiated plans to completely stop supporting third-party cookies....”
“Ted Sfikas, senior director of digital strategy at Tealium, believes these new strategies will undoubtedly continue to evolve as global priv...”
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Related Market Signals & Shifts
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