With third-party cookies poised to disappear, many marketers are wondering how to fill the coming information void. The bad news is there isn’t a straight substitute for the broader context third-party cookies provide. But the good news is other data sources can help marketers make informed strategic and tactical decisions and continue driving personalised experiences. Plus, the better news is these data sources are proprietary, because they come from a brand’s direct relationship and interactions with their user base — meaning that the companies who know how to collect and leverage them can gain a real competitive advantage. In this post, we’ll begin by outlining the difference between third-party and first-party cookies and reviewing why third-party cookies are reaching end-of-life status. Next, we’ll examine how zero-party data (ZPD) and first-party data (FPD) fill the information void. Finally, we’ll show why Customer Identity and Access Management (CIAM) is vital to collecting.
