Observed Signal · May 5, 2023 · Industry Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Data Strategies for Personalization, Privacy and Compliance in Cookieless Future
As the industry moves toward a cookieless future, brands are balancing personalization with privacy and compliance. This CMSWire article outlines strategies centered on zero-party and first-party data. Zero-party data, information voluntarily shared by customers, helps build trust and enables hyper-personalized campaigns. First-party data collected through direct interactions supports loyalty and compliance, with experts recommending robust storage in data warehouses, data lakes, or CDPs. Contextual advertising is presented as a privacy-friendly targeting alternative because it matches ads to page content rather than user behavior. The article also highlights consent management platforms (OneTrust, TrustArc, Cookiebot, Quantcast Choice, Usercentrics, CookieYes, Cookie Information) and strong data governance as essential to maintaining consumer trust. Experts quoted include Ana Mourao of Stanley Black & Decker, Jonathan Moran of SAS, and Vikas Kaushik of TechAhead. A cited Statista survey found that 37% of brands used first-party data exclusively for personalization.
Relevant strategic overview for marketers navigating cookieless personalization and privacy, but no breaking news or proprietary data; educational rather than industry-shifting.
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Key Takeaways & Evidence Grounding
- The article outlines zero-party data, first-party data, contextual advertising, consent management platforms, and data governance as key strategies for a cookieless future.
- A 2022 Statista survey cited in the article found that 37% of brands exclusively used first-party data for personalization, up 6% year over year.
- Ana Mourao of Stanley Black & Decker recommends storing zero- and first-party data in flexible, scalable data warehouses, data lakes, or CDPs.
- Jonathan Moran of SAS advises brands to create a 'value exchange' that gives consumers compelling incentives to share personal data.
- The article lists OneTrust, TrustArc, Cookiebot, Quantcast Choice, Usercentrics, CookieYes, and Cookie Information as popular consent management platforms.
Connected Companies & Entities
9 Entities mapped“Jonathan Moran, head of martech solutions marketing at SAS, an analytics, AI and data management solutions provider, told CMSWire that brand...”
“OneTrust provides comprehensive privacy management solutions and includes cookie consent management, website scanning for trackers and data ...”
“Some advertising tools, such as IBM's Watson Advertising Accelerator, use the website data along with the user's browsing activity to make p...”
“TrustArc is comprised of a suite of privacy management solutions, including a CMP that enables brands to comply with global data privacy law...”
“Using Quantcast Choice, brands can design personalized consent banners and manage user preferences for tracking technologies....”
“Usercentrics facilitates a website’s data privacy regulation compliance through the creation of customized consent banners and user tracking...”
“Providing GDPR and eprivacy compliance, Cookie Information provides website cookie scanning and consent management solutions....”
“A 2022 Statista survey revealed that 37% of those polled indicated that their brands exclusively used first-party data to personalize custom...”
“According to a 2020 McKinsey report, once leaders understand the value of data governance, they champion it....”
Ontology Mapping & Concepts
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