Let’s stop treating third-party data like third-party cookies
There’s a lot of uncertainty swirling around the media industry right now, so let’s dispel at least one alarming bit of confusion: third-party cookies and third-party data are not one and the same. To treat them as the same thing is to fundamentally cripple your marketing strategy going forward.
The global data-driven marketing landscape is in a state of upheaval around audience identifiers, and to be clear, a lot of targeting mechanisms that advertisers take for granted—including third-party cookies—are going away.
However, even as industry conversations deepen their emphasis on the power of first-party assets in a privacy-first world, third-party data will remain an essential component of successful campaigns and communications.
Let’s dig deeper into the distinctions that global marketers need to understand during this period of transition.
Eyeota is a data transformation company serving the global enterprise. Leading brands, publishers and data companies leverage Eyeota to onboard, enrich, and activate their data assets across global markets and digital geographies. As the world’s largest data onboarding and audience intelligence firm, Eyeota brings a depth of experience in adapting data strategies to be consumer-friendly, addressable and scalable in omnichannel environments.
