Cookieless data sourcing causing marketing challenges
Posted: Thu Feb 20, 2025 5:00 am
Google’s plan to phase out cookies will make obtaining customer data harder in the coming years.
This shift is due primarily to consumer privacy demands. Today’s customers want greater transparency and control over how companies use their data, and the world is responding. Regulations like the EU’s GDPR and California’s Consumer Privacy Act are cracking down on the ethical use and storage of customer data. Web browsers Safari and Firefox already block cookies by default. And Google’s announcement to no longer support cookies in the coming years will make collecting third-party data even more difficult.
The decline of cookies will cause challenges for the 83% of marketers5 who rely heavily india mobile database on them to inform their product-focused strategies. While Google announced it will push back the cookie depreciation until 2024, the time to find new ways of collecting customer data sets is now.
First-party customer data–info a company gathers directly from its own customers–is the obvious replacement. This data is information required for customers to buy a product or service, like email address, location, and phone number. Marketers can also include optional questions in checkout forms to gather data, like what brought a customer to the site, what services they’re interested in, or how many purchases they’ve made. This additional information, called zero-party data, isn’t required for customers to make a purchase, meaning they must agree to opt-in in order to participate.
This shift is due primarily to consumer privacy demands. Today’s customers want greater transparency and control over how companies use their data, and the world is responding. Regulations like the EU’s GDPR and California’s Consumer Privacy Act are cracking down on the ethical use and storage of customer data. Web browsers Safari and Firefox already block cookies by default. And Google’s announcement to no longer support cookies in the coming years will make collecting third-party data even more difficult.
The decline of cookies will cause challenges for the 83% of marketers5 who rely heavily india mobile database on them to inform their product-focused strategies. While Google announced it will push back the cookie depreciation until 2024, the time to find new ways of collecting customer data sets is now.
First-party customer data–info a company gathers directly from its own customers–is the obvious replacement. This data is information required for customers to buy a product or service, like email address, location, and phone number. Marketers can also include optional questions in checkout forms to gather data, like what brought a customer to the site, what services they’re interested in, or how many purchases they’ve made. This additional information, called zero-party data, isn’t required for customers to make a purchase, meaning they must agree to opt-in in order to participate.