The change that third-party cookies will undergo from 2022 has not been something impulsive or sporadic, but has been brewing over the last few years. Consumers are increasingly aware of the importance of the privacy of their personal data; who manipulates it, where it is stored and how it is used. The use of third-party cookies to track users on the web, without transparency or explicit consent, is no longer a valid option.
What's next? In a cookieless world, where brands can no longer rely on third-party data to segment and impact their advertising, what are the alternatives?
Antonio Molina, CMO of Qualifio , the leading data collection and engagement number data platform in Europe, argues that these movements “are pushing brands to focus on their users, listen to them, understand them and interact with them, so the way of doing marketing will change positively. Brands will be closer to their audiences, offering them a fair exchange of value and caring more about their needs.” Today, there is an opportunity to create solid data collection strategies, relying on the most important asset that brands have: their customers , their main competitive advantage.
In the near future, it will be about asking users for their information, rather than inferring it based on their online behavior. Cookies are not disappearing entirely, but companies' data collection strategies are maturing. And this is where zero-party and first-party data are gaining strategic importance for advertisers.