The wolf is coming, the wolf is coming! But no. The wolf is not coming. However, we know that sooner or later it will arrive, and it will change the story. The disappearance of third-party cookies is imminent and we must prepare for a new cookieless world .
But don't panic because we have time to adapt to this new paradigm where this time you will have to make the cookies yourself.
Google has announced that it will no longer support third-party cookies in 2024. Other browsers such as Safari and Firefox have long since abandoned them.
The big search engine decided to join the cookieless movement in 2020. However, it is not finding it so easy to leave the golden goose of data behind. So while it looks for alternatives and solutions, it gives us a break so that we can acclimatize.
There is still a lot of uncertainty, and nothing is set in stone, but there are certain actions that you can start taking as an SME. Whatever happens, all the work you do will always be to your benefit.
And that is what we are going to see in this post: how the disappearance of cookies will affect you and what strategies you can carry out.
But let’s start at the beginning…
What are cookies and what are they used for?
Cookies are small fragments of code, text files that are stored in the user's browser with information about the pages they visit and their behavior on them.
This data is often used to remember logins and compile the browsing habits of Internet users, all with the aim of improving the user experience.
Cookies have a bad reputation, and nothing could be further from the truth. What has distorted this reputation is the misuse that some companies have made of this data.
What do cookies have to do with user experience?
Cookies are used to recognise users.
They are the ones that remind you when you log in, your language preferences, those that auto-complete forms, remind you with ads about the last search you made, show you in a different color the links you have already clicked on, and so on.
Cookies store user preferences, making navigation much more agile and satisfactory.
Also, analyzing user behavior can help companies detect friction points in their customer journey.
On the other hand, there are “cookies” that protect user data and in many cases prevent fraudulent use.
And when it comes to paid media, cookie-based ads are more relevant to people, as they are tailored to their tastes and interests. Businesses, on the other hand, benefit from their ads being properly targeted and personalized, which improves their conversion rate and ROI.
As you can see, the world of cookies is as useful as it is delicious.
Types of cookies and data
There are different types of cookies, each with its own functionality, duration and property: session cookies, permanent cookies, performance cookies, analytical cookies, advertising cookies, registration cookies, preference cookies, technical cookies, etc. We are going to focus on cookies according to the data owner , which is where the mess is.
Zero-party data
Zero-party data is pure gold.
This is the data that your customers share voluntarily, consciously and proactively, so that you know their preferences and interests first-hand.
Obviously, to achieve this you have to have previously gained their trust, and they must feel that in exchange for this data they will receive a reward, whether in the form of relevant content, user experience, or other more or less direct benefits.
Imagine a baby products company. New parents will love to receive up-to-date information on products tailored to their baby's growth. If you convince them that with a few simple questions, they will have access to a personalized experience and content, they will be yours.
In the end, it's a win-win: satisfied users, and brands with better conversion rates by nurturing their leads with content tailored to their needs.
Benefits of zero-party data
They provide valuable information at a lower cost (you don't have to pay for them)
They help you to know your buyer persona in depth . They are first-hand qualitative data.
Own data is easier to manage if you have the right tools (CRM, for example)
You strengthen the relationship with your client, which opens the doors to loyalty and recurrence.
You are the one who controls the protection of your users' data and you are not at the mercy of third parties.
First-party data
First-party cookies are data that can only be collected by the brand that has had contact with the user.
What happens on the web, stays on the web.
This is primary data obtained from user behavior on the site: preferred language, payment methods, products in the abandoned cart (which will always be there when you return), login, etc. Data from campaigns, social networks, emails, etc. are also included in this party.
the brand and the visitor. There are no third parties involved.
Its mission is to collect information that facilitates user navigation and guarantees iran whatsapp number data a satisfactory experience.
First-party data differs from zero-party data in that first-party data is usually provided by users when making a purchase or while browsing, without them actually being aware of the information they generate.
However, zero-party data is data that your customer or potential customer voluntarily provides in exchange for a reward or with the promise of a better experience.
Second-party data
Second-party data is data that certain brands exchange or share.
If you look at some events or webinars you have participated in, the data of those registered is usually not only for the organizer, but also for the companies or individuals who participate.
These brands share a segment, but do not compete with each other, so they exchange their primary data to obtain more information about their buyer.
Second-party cookies are collected in the same way as first-party cookies, except that this data is shared with others.
