Who stole the cookies from the cookie jar? Google…and well others too!

Leticia Baltayan | Senior Contributor

I discuss a broad spectrum of marketing aspects, encompassing everything from workforce to related strategies.

The inevitable moment that marketers have been dreading is drawing near. Google has officially initiated the process of phasing out plans to privatize cookies, leaving users restricted and brands in the dark about their engagement and behaviors.

Other search engines have already executed a raid on the cookies, Apple, but who uses Safari nowadays anyways?

So what’s the silver lining? Any hope to continue practices of identifying KPI’s across the vast sea of data? Absolutely, it’s called first party data!

When I searched on Google “What is first party data?” Here's what comes up:

“First-party data (aka 1st-party data or 1P data) is information collected from your customer base, subscribers, and site visitors when they interact with your site or marketing, or when they make a purchase. First-party data is valuable because, like zero-party data, it comes directly from your customers.”

Segmenting customers just got a whole lot more complicated.

So, how do you move forward? Step one is ensuring your team is up to date with all the changing policies, followed by formulating a plan of action to ensure your marketing efforts are not in vain.

Don’t have a team? Contact me if you’re looking for an extension of your tightly-knitted team to help your organization get up to speed on the cookie heist.

Leticia Baltayan  | Follow me on LinkedIn