Cookies may be on their deathbed ( they are, after all, scheduled to die in 2024 ), but the truth is that digital marketing is reluctant to say goodbye to third-party data.
According to a recent study by Datonics , more than half of digital marketing campaigns (53%) still rely on third-party data from an average of 11.9 different providers.
Behavioral data, potential consumer interest, and demographic information are the three most commonly used data categories in digital marketing campaigns today. And audience size is the most important factor for marketers when selecting a data provider . Next in importance are personalized offers and customer service.
The Datonics report surveyed more than 400 media strategists, planners and buyers and found that 69% are somewhat or deeply concerned about potential disruption to their data strategy as a result of unforeseen challenges in privacy, technology and law.
Even as marketers diversify their investments to support alternative data sources and solutions, their attachment to third-party data remains stubborn.
“Third-party data remains extraordinarily valuable to switzerland number data brands because of its ability to deal with factors that zero-party data, first-party data , and second-party data cannot adequately handle due to their limitations,” explains Michael Benedek, CEO of Datonics. “Third-party data remains the data that marketers rely on to reach new audiences and fuel their customer acquisition strategies ,” adds Benedek.
Security in the management of customer personal data and privacy have become absolutely essential for advertisers when developing and implementing their digital marketing campaigns. And since Google announced its plans (delayed several times) to turn its back on third -party cookies , advertisers are increasingly throwing themselves into the arms of first-party data and are betting on alternative solutions to obtain personal data from their potential customers.
A recent Gartner report, however, predicts that consumers will be increasingly wary of giving advertisers their personal data (which is so crucial for digital marketing). For this reason, many advertisers are turning their attention to alternative solutions such as “retail media” (although this channel is by no means immune to problems).
Changes in the digital marketing world are forcing marketers to consider options such as data clean rooms , which allow advertisers and platforms to store their aggregated first-party data in