Marketers shift focus to second-party data in a post-third party cookie world

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 27, 2020, 5:29 PM UTC

Second-party data lets brands to access login data, device information, geolocation data, interest-level information and transaction data while maintaining privacy.

With third-party cookies phasing out soon, marketers need to find methods that are privacy-centred to collect data that allows them to understand and connect with customers. Leveraging second-party data can help marketers provide transparency and control over customer data without violating consumer privacy.   

Combining second-party data with existing first-party data can help marketers enrich available data and identity graphs. Identity resolution can further ensure validated user identity without cookies. This data can help marketers effectively target audiences at a lower cost than third-party data.

Second-party data enables marketers to create more cost-efficient, custom audiences, as compared with third-party cookie data. This form of data also ensures the sensitive data is removed beforehand, which makes it appealing even for financial services advertisers.

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