Chin up, Marketers: The Demise of Third-Party Cookies Isn't All Bad

The demise of third-party cookies can be a good thing for marketers. Global privacy concerns are at an all-time high, and the use of personal data is often seen as out of control. Marketers can use first-party data to focus on customer experience and create better customer journeys. They can also use more unified approaches for attribution that go beyond clickthrough rates and link marketing impact to business outcomes.

Data stewardship efforts and transparent communication with customers on how their data is being used is important. Advanced analytics and AI can be used to uncover opportunities to cultivate value-generating behaviors and extend a customer's lifetime value. AI or machine learning-powered customer journey or path analysis can also help deliver individualized customer experiences.

Moving away from third-party data can give brands back control and help protect their customers' privacy. With an analytically driven measurement approach, marketers are able to prove the value of marketing beyond attribution dependent on third-party data. The future is bright for marketers that act intelligently on their first-party data.