When Google announced plans to end support for third-party cookies in Chrome to protect user privacy, it signaled a change in perception in the marketing industry. Since most marketing was targeting potential customers based on personal data such as third-party cookies and displaying personalized advertisements for each customer, the unavailability of third-party cookie data meant that personalized targeting advertisements such as today are no longer possible. It meant you couldn’t.
Zero Party Data to Replace Third-Party Cookies?
When Google’s third-party data shutdown was announced, companies Bhutan Email List started looking for data that could replace third-party data. What has been called the data to be an alternative is the ‘zero party cookie’.
What is Zero Party Data?
Zero-party data is data that is intentionally and proactively provided by the customer under the condition that the customer consents to the collection of such information . For example, zero-party data includes preferences, interests, or other personal information that customers willingly provide to businesses. In the case of an apparel retailer, zero-party data would be information on the style and size preferred by customers collected through direct surveys of customers.
Advantages and disadvantages of zero-party data
Since zero-party cookie data is data provided by customers recognizing and agreeing to the purpose of data collection and utilization, it has the advantage of being highly reliable and able to accurately identify unprocessed customer needs .
However, the downside is also clear, that the information cannot EC Lists be obtained without the customer’s consent. Customers can obtain data that is much more reliable than third-party data if they consent. But few customers will agree to the collection even if they know. That personal preference information will be stored and used by the company. Compared to targeting through third-party data, which could be used without obtaining any permission. Realistic usability will be greatly reduced because it is difficult to collect sufficient amounts for appropriate levels of use. In other words, zero data will in practice. Show very little of the possibilities we expect from the original definition.
