emerging
First-Party Data Prioritization
With the decline of third-party cookies, first-party data is becoming essential for personalized marketing and building trust.
Timeframe
near-term
Subcategories
Detailed Analysis
The demise of third-party cookies is forcing B2B marketers to prioritize first-party data strategies. Building direct relationships with customers and obtaining consent-based data is crucial for delivering personalized experiences and building trust. The report emphasizes the importance of transparency in data collection and usage, stating, "Transparency and value exchange: Be transparent about how you collect, use, and protect customer data." This shift towards a privacy-first approach is reshaping the B2B marketing landscape.
Context Signals
GroupM estimates a 70-80% potential loss in third-party cookie signals across Chrome
95% of consumers are more loyal to transparent brands (Label Insight)
95% of decision-makers are willing to share contact information for event registration (Forrester)
Edge
The increasing importance of first-party data will create opportunities for B2B brands to develop innovative data capture strategies, such as interactive content and personalized experiences.
Brands that prioritize transparency and ethical data practices will build stronger customer relationships and gain a competitive advantage.
