First Party Data - Thriving in the Age of Privacy Regulation

This paper reviews the recent legislative and policy changes in the area of consumer data privacy and their impact on the effectiveness of the most popular tool for tracking customers - the third-party cookie. With third-party tracking rendered mostly ineffective, the authors present the case for marketers to implement a stronger first-party data strategy to fill the gaps left by these changes. First-party data strategies provide significant advantages over third-party techniques, including broader controls for customer data capture and the ability to generate a deeper understanding of customer behavior and intent; they are also easier to integrate into the marketing analytic and operational process.