The end of third-party cookies is near. Following in the footsteps of Microsoft Edge, Safari and Firefox, Google has also announced that it will stop using third-party cookies in Chrome. This choice was prompted by the fact that these cookies often do not comply with current privacy laws. All marketers now know that this development has major consequences for online marketing as we know it. Many companies are therefore eagerly looking for alternatives to third-party cookies.
Data from your own environment
According to Marthijn Pieters, CEO of Online Seminar, every company should switch to collecting their own data and enriching it: “It won’t be long until nothing at all is allowed regarding third-party data. The options will then be limited to placing cookies and collecting data in your own environment. For many companies, this own environment is therefore becoming the main source for collecting customer data. The question arises as to how to make the best use of this environment. How do you collect as much information as possible from your own communication tools, in a way that complies with all current privacy guidelines?”
Branded online portal
There are several ways for a company to collect its own data. In fact, many companies are already doing this. If you have a database of newsletter recipients, you already have a database of potential customers. Another possibility is the publication of expert articles, linked to free informative white papers. Interested parties can download the document after filling in some personal data. In both cases, however, it concerns limited data from which few interesting conclusions can be drawn.
One of the most rewarding ways for a company to collect its own data is by organizing webinars. Note: this is not just about streaming content, but rather about gathering and enriching customer data in an interactive environment or portal in the corporate identity of the organization.
All digital communication, from webinars to podcasts and white papers, are posted on this portal. The viewer gives his consent to the use of the data. This is thus entirely obtained within the own environment, which means that you can still gather very valuable data in a completely GDPR-proof manner.
Collecting first-party data
Third-party cookies have become essential for building customer profiles in the past few years. But it goes without saying that, as a company, you can create an even more accurate customer profile using your own data. It is therefore fair to say that first-party data is not just an alternative to third-party data, but much more valuable.
As an online marketer, have you been ignoring the alternatives to third-party cookies until now? Don’t wait any longer, but explore the possibilities of your own portal. If you start now with an alternative that is even better than the original, you will be optimally prepared for a future without cookies.