{"id":58112,"date":"2023-12-21T09:00:19","date_gmt":"2023-12-21T08:00:19","guid":{"rendered":"https:\/\/www.makingscience.com\/?p=58112"},"modified":"2023-12-21T09:00:19","modified_gmt":"2023-12-21T08:00:19","slug":"third-party-cookie-deprecation-is-not-the-end-of-third-party-data","status":"publish","type":"post","link":"https:\/\/www.makingscience.com\/en\/blog\/third-party-cookie-deprecation-is-not-the-end-of-third-party-data\/","title":{"rendered":"Third-party cookie deprecation is not the end of third-party data"},"content":{"rendered":"<p><em><span style=\"font-weight: 400;\">With the deprecation of third-party cookies, there will be less third-party data available, but first-party data is also getting worse &#8211; meaning quality third-party data is more important than ever for the success of data strategies in the future.<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Google\u2019s Privacy Sandbox is starting to be tested on 1% of users. Third-party cookies are now destined to disappear, but whether Google can maintain the timelines remains to be seen.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the deprecation, the i<strong>mportance of first-party data strategies continues to be the most crucial aspect<\/strong> of a measurement strategy. However, the <strong>limiting factor has always been effort<\/strong>, meaning the use of vast amounts of third-party data collected by the tech giants was easier to collect than doing it yourself.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Times are changing, third-party cookies are slowly being deprecated across all browsers, and greater privacy and technological restrictions are being enforced, restricting what data can be collected. Furthermore, <strong>this final point has a major impact on first-party data<\/strong> &#8211; not only is the volume of third-party data greatly reduced, but the quality is also decreasing. To overcome this problem, modelling and aggregated bidding strategies are being used.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This limitation of first-party data is more pronounced on upper funnel activities and sites where logging in and identification are not essential. <strong>Third-party data is even more important<\/strong> in these cases as we are looking for contextual data that may have influenced a customer\u2019s purchase decision. For example, knowing the ideal time to sell an umbrella is when it starts to rain. Good first-party data is not needed to optimise bidding in this case, but accurate and timely third-party weather data is.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it comes to looking for good third-party data sources, it is important to <strong>consider what influences the decisions of users<\/strong> in each case &#8211; are you a retailer or travel agent influenced by rainy days, or a financial service affected by interest rates and exchange rates?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are so many good third-party data sources available that it is worth taking the time to determine which can efficiently and effectively be incorporated into your measurement strategy. To name a few useful third-party data sources:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Weather data<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Location data (e.g. store locations, proximity to services, etc.)<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Events data (e.g. a concert, a football match, etc.)<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Search data (e.g. Google Search Console or Google Trends)<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Financial data (e.g. interest rates)<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Incorporating these data sources into a measurement strategy is only the first step. The second is integrating it into data collection and activation. During upper funnel and display activity, solutions such as <strong>BrandMax<\/strong> can optimise your custom bidding a<strong>lgorithms to improve CPM.<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2024, a blended data strategy will remain crucial for businesses. A company that focuses solely on a first-party data strategy is limiting themselves compared to organisations with a diverse approach are able to activate their first-party data effectively as well as find and use relevant third-party data in data-sparse environments.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With the deprecation of third-party cookies, there will be less third-party data available, but first-party data is also getting worse &#8211; meaning quality third-party data is more important than ever for the success of data strategies in the future. Google\u2019s Privacy Sandbox is starting to be tested on 1% of users. Third-party cookies are now [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":58121,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[824,854,866,870],"tags":[456,60,1080],"class_list":["post-58112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-en","category-insight-strategy-en","category-marketing-analytics-en","category-martech-adtech-en","tag-data-en","tag-first-party-data","tag-third-party-data"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/posts\/58112","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/comments?post=58112"}],"version-history":[{"count":0,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/posts\/58112\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/media\/58121"}],"wp:attachment":[{"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/media?parent=58112"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/categories?post=58112"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.makingscience.com\/en\/wp-json\/wp\/v2\/tags?post=58112"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}