The End of the Third-Party Data Era Is Coming Soon
If you use third-party data for your marketing, it’s time for you to start getting ready to do something different. That’s because new privacy laws around the world, as well as new measures from Apple and Google, will soon make using third-party data a thing of the past.
Coming changes will give consumers more control over their personal data. But those changes will come at a cost to marketers who use third-party data, explains Samantha Ngo, director of product marketing at BlueConic, a Boston-area digital marketing agency.
“It’s definitely something that’s top-of-mind. I think it has been top-of-mind for a few years now if we think about GDPR [General Data Protection Regulation] launching back in 2018,” Ngo says. “What it means now for marketers is having to get in place all the things they need to do for when their data sources start to deplete.”
Among the changes that are already here or will be coming over the next year or so are:
- New laws and regulations — such as General Data Protection Regulation (GDPR) in the European Union and the California Consumer Protection Act (CCPA) — that give consumers more control over how their data is collected and how marketers use it.
- Apple’s operating system for its iPhone will require users to opt in to allow apps to track their activity on the web.
- Apple’s Safari browser and Mail application will prevent companies from using tracking pixels or IP addresses
- Google’s Chrome browser will not support third-party cookies after 2023
More than 68 percent of all internet users globally use Google’s Chrome browser when they are on the Web, according to Statista. That means that if other browsers continue to support third-party cookies, they will not track more than two-thirds of users.
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