Strategy10 min read
Building a First-Party Data Strategy in a Cookieless World
Third-party cookies are going away. Here is how to build a first-party data foundation that will sustain your advertising performance for years.
PT
Prism Team
Strategy · 2024-08-20
With third-party cookies deprecated in Chrome and restricted in Safari and Firefox, the advertising industry is undergoing its biggest structural shift in 20 years. First-party data is your competitive moat.
What is First-Party Data?
First-party data is information your customers willingly share with you: email addresses, phone numbers, purchase history, preferences. Unlike third-party data, it belongs to you.
How to Collect It
- Login and registration flows
- Lead magnets and gated content
- Loyalty programmes
- Post-purchase surveys
- Progressive profiling
Using It for Advertising
Upload your first-party data to Meta Custom Audiences, Google Customer Match, and TikTok Custom Audiences to match your real customers.
First-Party DataCookielessPrivacyStrategy