Why are users okay with first-party data collection and not third?

This blog is a guest post by Dayna Lang, Content Writer for Rockerbox partner Illumin. 

Even though it seems that Google has dropped its intention to eliminate third-party cookies from its Chrome browser, many advertisers are still on board with reducing their cookie use. Why? While cookie-less marketing was intimidating for many marketers, users celebrated the change. Users were excited by the notion of increased privacy – the same reason why so many users are okay with first-party data. The reason boils down to one crucial factor: consent.

Privacy and informed consent have always been the crux of the cookie issue. Marketers can future-proof themselves and improve customer trust by acting in the interest of consent and data security. This will also put them in a position of safety if further data privacy measures are put into place.

Google itself also recognizes the need for informed consent. Anthony Chavez, the VP of Google Privacy Sandbox says “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.” Google recognizes that even if it can’t eliminate cookies, it still needs to prioritize user privacy to remain competitive.

User privacy is finally taking center stage. Third-party cookies are also not essential for quality marketing measurement—in fact, they never have been. Even if Google is making a smaller commitment than originally planned, marketers should still pivot to reduce their reliance. First-party data provides a perfect opportunity for marketers to leverage data for effective targeting and measurement.

Why first-party data? Trust.

Regardless of Google’s recent change of heart, other tech giants had already phased out third-party cookies, and brands need to remember the very reason that they fell out of favor – consent. This is the perfect time to start leveraging first-party data for customer targeting.

By exchanging data for personalized experiences, discounts, or exclusive content, marketers can gather accurate, first-hand information from both current and potential customers. The accuracy and reliability of first-party data make it an essential part of every digital marketer’s cookie-less strategy. First-party data can be used for targeting and measurement in many cases (like search).

First-party data is the gold standard for accurate and consent-driven targeting. With third-party cookies facing increased scrutiny, first-party data is more important than ever. By prioritizing privacy and pivoting, marketers can future-proof themselves and further endear themselves to customers in an increasingly competitive landscape.