How to pivot to a first-party data marketing strategy

Jascha Kaykas-Wolff
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Jascha Kaykas-Wolff: Lytics, USA

Journal of Digital & Social Media Marketing, 2022, vol. 10, issue 1, 52-60

Abstract: In June 2021, Google sent shockwaves through the marketing and paid digital advertising world when it announced its plans to protect user privacy and consumer data by removing third-party cookies from its Chrome web browser by 2023. This paper describes what the road to a first-party data marketing strategy looks like: where to start, what your priorities should be, what you will need to know to succeed, and what success will look like when you get there.

Keywords: first-party data; third-party cookies; consumer privacy; GDPR; Google Topics; martech; customer data platform (CDP) (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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