Cookies are endangered species. New regulations on the collection and use of personal data are making it difficult for marketers to understand and predict the behavior of their audience.

However, there are solutions for navigating this digital world without cookies. In this article, we present one of the most effective levers available to brands: first-party data.

SUMMARY

• What are cookies and why are they so important in marketing?
• Why are we heading for a world without cookies?
• What data collection practices should be favoured?
• First-party data: the best solution to the end of cookies?
• Gamification as a solution for collecting 1st party data

Cookies are information files stored in web browsers. In practical terms, they enable us to track a user’s online behavior and provide companies with information. They can then use it to personalise their customer experience or optimise online advertising.

More specifically, there are 4 types of cookies:

• Internal cookies: which are hosted on the site and do not share the information obtained with other platforms;
• Third-party cookies: (the most controversial) the latter send the data to the platforms of online shops (in particular advertising technology solutions);
• Temporary cookies: only stored in the browser during the user’s session;
• Permanent cookies: which store information for future visits.

Cookies are therefore a valuable source of information to analyse the behaviour of their potential customers and better understand needs. They help to improve the purchasing process by providing information at the right time. They can be used to optimise online marketing campaigns by segmenting the target audience.

Users are increasingly concerned about the protection of their personal data. They are aware that they are being tracked online (for retargeting purposes) and are demanding transparency when it comes to the collection and use of data.

According to a study by Pew Research, 81% of Internet users believe that collecting their data presents more risks than benefits.

In response to user dissatisfaction, browsers have begun to delete third-party cookies. This is the case for Google Chrome, but also for Safari and Firefox. The same applies to mobile applications, especially since the launch of iOS 14, which has introduced radical protection for user data.

New frameworks have also been put in place to regulate or even abolish the use of cookies altogether.

• Article 5(3) of Directive 2002/58/EC. Lays down the principle of prior consent from the user before information can be stored on device or before information already stored can be accessed.
• The GDPR – General Data Protection Regulation (and in particular articles 4(11) and 7) reaffirmed the need for user consent. It specifies that this consent must be free, specific, informed and unambiguous. In addition, users must be able to withdraw their consent at any time, with the same ease with which they gave it.

For brands, data protection poses a number of challenges. It is becoming more difficult to collect data, and therefore to personalise content or even optimise advertising budgets.

To get round these obstacles, companies are turning to alternatives that no longer rely on third-party cookies. This has several advantages:

• That of owning your own data and no longer being dependent on third parties.
• Companies are active in collecting data, which enables them to gather authentic information. In fact, this data is shared directly and transparently by their customers or prospects (in exchange for personalised offers or discounts).
• Organisations are taking a more ethical and respectful approach. They therefore create a relationship of trust, in which customers are informed about the data they share, how it is used and the benefits they can derive from it.

With the arrival of the GDPR, not to mention the tightening grip of the GAFAs on the global advertising market, companies have begun to refocus on first-party and zero-party data.

First-party data corresponds to information collected directly by advertisers and medias. It includes declarative data that is shared by users (when they fill in a form or sign up for a service/subscription). 

This data is therefore known as ‘proprietary’ data, as opposed to second or third-party data (collected and shared by third parties).

When it comes to acquiring data, companies will be concentrating on their internal databases. But also on new advertising technology solutions (those powered by gamification).

Thanks to first-party data, they can continue to collect data. But above all, they will have access to precise and effective information, whether for email automation, the sending of web notifications or social media campaigns.

By respecting consumer demands for transparency, brands increase the likelihood that their audience will provide them more information. They will have confidence in the way their data is used. For emailing first party data, shared voluntarily and demonstrating an interest in the brand’s offer, will result in better open rates… It will therefore result in a better deliverability rate (i.e. fewer emails in the spam box).

Gamification (or playable marketing), the application of game mechanics to marketing campaigns, fits in perfectly with companies’ data collection strategies. Interactive, fun content is naturally attractive and engaging. It is therefore visible and generates more interaction.

To take part in the game, and hope to win rewards, prospects will be inclined to fill in a form. And therefore to share zero party data. But the game mechanics can be effective levers for obtaining information about customers.

Let’s take the example of swiper mechanics which involves scrolling through images according to your preferences. It then informs brands about the buying trends and needs of its target. This mechanism can use this first party data to make personalised recommendations or segment campaigns.

Conclusion

The end of cookies is an opportunity for brands to change their data collection practices. First-party data will enable them to obtain relevant and transparent information, and therefore to create and maintain a relationship of trust with their audience. To collect first-party data, rely on gamification and discover all our different interactive advertising formats!