Why this matters now

Third-party cookies have been central to digital advertising targeting and measurement for 25 years. Google has committed to deprecating them in Chrome, following Firefox and Safari. The direction is clear: reliance on third-party cookies is a structural risk for marketing organisations.

What first-party data is

First-party data is information you collect directly from customers through your own channels: website registrations, purchase histories, email subscriptions, app usage, survey responses and loyalty programme participation. Unlike third-party data, it is accurate, consented, and not subject to the same regulatory vulnerabilities.

Building your first-party strategy

Every touchpoint where you interact with customers is an opportunity to collect first-party data — with appropriate consent. Email sign-ups, account creation, loyalty programmes, gated content, surveys and post-purchase interactions are all first-party collection mechanisms. Provide genuine value in exchange: personalised recommendations, early access, relevant content, loyalty rewards.

First-party data collected without proper consent is both legally risky and practically problematic. Invest in a proper Consent Management Platform and design consent flows that are genuinely transparent.