With the end of third-party cookies, brands will have to readjust

[asikurrahmanshuvo]

Amid growing concerns about privacy laws and the end of third-party cookies , first-party data seemed to be the most coherent path for brands to continue investing in delivering a personalized experience to their customers in accordance with the new “rules” of the advertising world.

However, the reality is proving a bit more difficult than expected. According to the IAB report: “ While 2021 showed first-party data was the top priority for advertisers, agencies and publishers, it now ranks third behind second-party data (the most popular priority at an average of 57%, with agencies leading at 60%) and third-party data at 49% . ”

This result may have been motivated by some factors that deserve attention, including financial expenses and legal concerns with the control and treatment of the primary data collected.

The collection and processing of primary data is a multidisciplinary lebanon phone number list effort in organizations that involves more than one sector in favor of activating this data, since although this data is, in principle, available, it will hardly be purified and ready to be used.

Thus, the costs for this process to occur efficiently are pointed out as one of the main barriers in relation to programmatic investments. In addition, of course, to a concern for having a qualified team with the necessary skills to fulfill the operational functions of reporting and analysis that this data processing model requires.

But there is no way out. In a world where privacy comes first, first-party data is the safest way to continue generating data without invading people's privacy.


Source: IAB Europe Report 2022
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, since Google will soon begin to prohibit this practice on its server .

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 removed them from their websites and Google plans to ban them completely by 2024.