To analyze user behavior and provide them with a personalized experience, advertisers and agencies have long relied on third-party cookies. As a reminder, these are cookies that are not created by the website that the Internet user is visiting, but by a third party. They are mainly used to view the pages visited and to collect information about them for advertising purposes.
However, the digital regulatory framework continues to evolve. In 2020, Google announced the ban on third-party cookies until the end of 2022, and it was finally pushed back to 2023.
Facebook is said to be fixing its advertising system
This big change raises a question: How do we continue to collect data in a world without third-party cookies?
Livestorm, France’s first all-encompassing video interaction platform, and Didomi, a consent management solution, invite you to meet on Thursday 30 June 2022 at 11am to find out the answer to this question. During this webinar, the two French startups will explain the role that first and zero party data should play.
The rise of first-party data and zero
The death of third-party cookies means that marketers and advertisers can no longer rely on third-party data to build their web audience targeting strategy. In other words, the acquisition strategy must be rethought, and new areas must be explored, including first-party data. This is the data collected directly from their audience, and on their own channels (website, mobile application, platform, etc.). They provide information about their behavior and actions as well as the interest they show to the brand after interacting with it.
At the same time, zero-end data is also gaining importance. This is the data that pertains to consumers. They decide whether or not they want to share it with a company they trust. Therefore, collecting this information aims to create a solid relationship with customers. When they are authorized, they make it possible to know their exact needs, wants and intentions to purchase. It is then used to provide them with customized marketing campaigns.
In the online scene without cookies, it seems that first and zero party data are ideal solutions to know your target audience better. During this webinar, África Aguiar, Content Marketing Assistant at Livestorm and Mathieu Ralambotsirofo CRM and Order Creation Manager at Didomi, will discuss the operation and benefits of these two types of data.
Explore alternatives to first-party data collection
With the increasing scarcity of third party data, it is necessary to collect reliable and up-to-date data from the first party. These make it possible to clearly define the profile of their customers or prospects, and to master their advertising audience. If their role seems clear, the question arises: how to track this data?
During this online event, the two speakers will unveil original and innovative ideas for first-party data collection. Gather consumer opinions, encourage account creation, organize webinars… You will discover that there are many ways to do this. They will also offer you alternative tools that respect personal data.
As you understand, this web conference organized by Livestorm and Didomi is the one not to be missed to understand how to continue collecting data in a world without cookies. To get all the tips and tricks from the experts, don’t forget to sign up for free.