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Marketing experts on viable substitutions to third-party cookie loss: Part II

April 27, 2022

As explored in our previous deep-dive into Google’s decision to jettison third-party cookies in 2023, marketers and brands all agreed on the importance of zero- and first-party data.

Kate Amos, head of experience sciences at RAPP UK: Think visual and gamification

“Be selective in what data you are going to collect and have clear use cases that demonstrate the value in collecting the data for both the customer and brand. Then think about how you make data collection part of the experience and build data progressively. Plan visual and gamified experiences to encourage hand raising and data sharing. Relook at your preference data. Do you actively use it to personalise, when did you last ask customers to update and how can you signpost preference updating across your customer experience?”

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