Reimagining Customer Data in a Cookie-less World
By Mike Scheiner, Scheiner Inc.
As B2C and B2B brands and marketers look to demonstrate short- and longer-term marketing value and ROI by generating more engagement and conversion opportunities across the customer journey, they will need to reimagine doing this in a world that is cookie-less and that relies solely on first-party data. Below, we share a few ways for marketers to get ahead of the 2023 mandate and begin to build their own proprietary first-party user data insights and offset data deprecation of the third-party cookie. In April of last year, “Apple required that all apps running on its devices get consumer permission before tracking their activity on other apps and websites. The company has already outlawed the use of unauthorized third-party cookies on its Safari web browser. Last week, we saw the impact of this when (Facebook) Meta Platforms shares dropped 26% losing more than $26B.