{"id":11095,"date":"2021-09-06T12:26:46","date_gmt":"2021-09-06T12:26:46","guid":{"rendered":"https:\/\/piano.io\/?p=11095"},"modified":"2022-07-25T15:41:10","modified_gmt":"2022-07-25T15:41:10","slug":"post-cookie-world-harness-your-own-data","status":"publish","type":"post","link":"https:\/\/piano.io\/gb\/resources\/post-cookie-world-harness-your-own-data\/","title":{"rendered":"Thrive in the Post-Cookie World by Harnessing Your Own Data"},"content":{"rendered":"

By Michael Silberman, SVP of Strategy<\/p>\n

Last week, Google announced its plan<\/a> to start testing Privacy Sandbox, including some associated privacy controls, and FLoC, or \u201cFederated Learning of Cohorts,\u201d as a potential replacement for third-party cookies this spring. It\u2019s as much as we\u2019ve heard the tech giant publicly state since it announced the deprecation of third-party cookies a year ago. But, unsurprisingly, waiting around to hear what Google might do next has gotten neither the advertiser nor the publisher side very far. A survey of 450 marketers, advertisers, publishers and technology providers released by Aroscop and Brand Equity last December found that only 8% had deployed alternate solutions to prepare for a world without third-party cookies<\/a>.<\/p>\n

Earlier this year, I spoke on the topic of post-cookie identity to publisher members of Digital Connect Next as part of their DCN Next: Summit. I advised them to take control of their own strategies for how they will personalise experiences whenever the cookie crumbles. And there\u2019s a big difference between saying you plan to use first-party data \u2014 which 67% of publishers say they\u2019ll do in the next few months \u2014 as part of your strategy and, well, actually using it. Below are some of the tips I shared that can help you start to harness your own data as we move into a new era of personalisation.<\/p>\n

1. Take inventory of your zero- and first-party data:<\/strong> There are two types of data that will become more valuable than ever as third-party cookies fade away: first-party data, the data you collect about a consumer via behavioural tracking as they browse your website, and zero-party data, the data a customer intentionally shares with you via registration forms, surveys, preference selections and other explicit data-capture tactics. The most basic question to ask first is how much zero- and first-party data you have at your disposal today. There are both technical and qualitative questions to answer. How are you currently collecting and storing that data? Can you easily create segments? Can you activate it for both onsite targeting and within the advertising ecosystem? What of that data is working for you now?<\/p>\n

2. Collect more of the right data with the right customer journey:<\/strong> Now that you\u2019ve identified your gaps in data, how are you going to fill them? To collect more zero-party data, you should consider your strengths and weaknesses in content and site experience and how these things intersect with your most important users. Users need a reason, a value exchange, for parting with their precious information. Some smart examples we\u2019ve seen include asking users to enter:<\/p>\n