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 generated by the website that the Internet user is visiting, but by a third party. They are mainly used to see the pages he has visited and to collect information about him for advertising purposes.
However, the digital regulatory framework continues to evolve. In 2020, Google announced the ban on third-party cookies for the end of 2022, finally postponed to 2023.
Facebook is reportedly overhauling its advertising system
This major change raises a question: how do we continue to collect data in a world without third-party cookies?
Livestorm, the first French all-in-one video engagement platform and Didomi, a consent management solution, meet you on Thursday, June 30, 2022 at 11 a.m. to find the answer to this question. During this webinar, the two French start-ups will explain the role that zero and first-party data have to play.
The rise of zero and first-party data
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 data collected directly from its audience, and on its own channels (website, mobile application, platform, etc.). They provide information on their behavior, on their actions as well as on the interest they have shown for a brand after having interacted with it.
At the same time, zero-party data is also gaining in importance. This is data that belongs to consumers. They decide whether or not they want to share it with a company they trust. The collection of this information is therefore aimed at creating a solid relationship with customers. When they are authorized, they make it possible to know precisely their needs, desires and intentions of purchase. They are then used to offer them personalized marketing campaigns.
In an online landscape without cookies, zero and first-party data appear to be ideal solutions to better know your target audience. During this webinarÁfrica Aguiar, Content Marketing Associate at Livestorm and Mathieu Ralambotsirofo CRM & Demand Generation manager at Didomi, will discuss the operation and advantages of these two types of data.
Discover alternatives for collecting first-party data
With third-party data becoming increasingly scarce, compiling reliable and up-to-date first-party data is essential. These make it possible to clearly identify the profile of its customers or prospects, and to perfect its advertising audiences. If their role seems clear, a question arises however: how to track this data?
During this online event, the two speakers will unveil original and innovative ideas for collecting first-party data. Collect consumer opinions, encourage account creation, organize webinars… You will discover that there are many ways to do this. They will also introduce you to alternative tools that respect personal data.
As you will have understood, this webconference organized by Livestorm and Didomi is the meeting not to be missed to better understand how to continue to collect data in a world without cookies. For all the tips and tricks from the experts, don’t forget to register for free.