To make the internet more privacy-friendly, Google will no longer be supporting third-party cookies by the end of 2023. This only means that the importance of zero-party and first-party data will increase exponentially. To adhere to the GDPR regulations, marketers need new and compliant ways to capture customer information. This might turn out to be a huge setback for the organizations that heavily rely on third-party data for planning and executing their sales and marketing campaigns.
Marketers have to make a significant shift from relying on third-party data for business strategies. The rise of zero-party and first-party data has been spectacular. Zero-party and first-party data are proving to be a great source of reliable and compliant information to drive personalization and customer engagement.
We’ve put together an infographic that highlights the shift from third-party data to zero and first-party data.