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Third-party data is becoming a thing of the past

Posted: Wed Feb 19, 2025 7:13 am
by samiaseo222
The truth is that third-party data, which used to dominate the marketing battlefield, is more limited than ever. It used to be easy to rely on data from tech giants like Apple, Google, and Facebook, which had access to vast numbers of users, for targeted advertising. However, with the advent of increased data protection and privacy protections in the form of the GDPR, that has changed. As a result of the transformation of the landscape, Apple, for example, has introduced user privacy options in iOS 14.5 and higher, while Google has announced its intention to phase out third-party cookies by the end of 2024.

The time has come when marketers must indonesia phone number data urgently look for data sources other than the third-party data they have relied on until now. They have two options. They can reach for first-party data and zero-party data.

First-party data can be used to estimate intent
First-party data is collected by your company. It is data about user behavior, so it goes deeper than third-party data. It provides information about what potential and existing customers do on your website and how they interact with your product or service. Its basic characteristic is that it is collected mostly through cookies based on the consent of the website visitor. However, the truth is that visitors usually do not consider in detail what data is actually collected about them and what happens to this data.