--- title: "First-Party Data Takes the Cake" id: "38506" type: "resource" slug: "first-party-data-takes-the-cake" published_at: "2021-06-17T15:22:54+00:00" modified_at: "2025-10-20T20:39:04+00:00" url: "https://tealium.com/resource/whitepaper/first-party-data-takes-the-cake/" markdown_url: "https://tealium.com/resource/whitepaper/first-party-data-takes-the-cake.md" excerpt: "[mk_page_section bg_color=\"#4fe3f8\" bg_stretch=\"true\" enable_3d=\"true\" video_opacity=\"1\" padding_top=\"150\" sidebar=\"press-releases-sidebar\"][vc_column css=\".vc_custom_1592359299845{padding-top: 2% !important;}\"][vc_row_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1592359845961{padding-right: 8% !important;}\"][mk_padding_divider size=\"50\"][mk_fancy_title color=\"#ffffff\" size=\"39\" font_weight=\"900\" margin_bottom=\"5\" font_family=\"none\"]A First-Party Data Strategy Takes the Cake[/mk_fancy_title][mk_fancy_title color=\"#ffffff\" size=\"32\" font_weight=\"500\" font_family=\"none\"]Be empowered by the loss of third-party cookies when you adopt..." taxonomy_resource_type: - "Whitepaper" taxonomy_product: - "AudienceStream Customer Data Platform™" taxonomy_topic: - "Data Privacy Governance" taxonomy_vertical: - "B2B" - "Digital Services" - "Entertainment" - "Financial" - "Healthcare" - "Hospitality" - "Media" - "Retail" - "Sports" - "Travel" --- Whitepaper # A First-Party Data Strategy Takes the Cake ## Be empowered by the loss of third-party cookies when you adopt a first-party data strategy Pick up a Truman and move him around.Pause wandering #### By 2022, approximately 86% of browser traffic will no longer be supported by third-party cookies. For years, companies have used third-party cookies to track and understand buyer behavior online. Now, amidst privacy concerns and regulatory laws, marketers now face data deprecation and may face challenges ahead without a solution in place. So what exactly is the industry moving towards? The first step in combating third-party cookie loss is shifting to a first-party data strategy. Read our latest ebook, ***First-Party Data Takes the Cake***, to learn how to use the data you obtain directly from customer relationships — instead of buying it from a third-party — to continue tracking and targeting customer behavior effectively, to provide the best customer experience (CX) possible, and to future proof your targeting strategies. ### Read it today to: - Learn key differences between first, second, and third-party data - Understand the benefits of centering your CX strategy around first-party data - Prepare to get the right tech in place for 2022 - Leverage 4 strategic steps in creating a first-party data strategy ## Featured Resources [Powered by Tealium](https://tealium.com/blog/teal-on-teal/how-we-used-our-own-stack-to-personalize-tealium-com/?db_surface=web&db_slot=0) ### Loading Learn more ### Loading Learn more ### Loading Learn more ### Submitted! Thank you! --- # In a World Without Third-Party Cookies, a First-Party Data Strategy Takes the Cake For years, companies have used third-party cookies to track and understand buyer behavior online. Today, more than 77% of websites and 82% of all digital ads use tracking cookies, according to eMarketer. Data collected through third-party cookies has long been the fuel for running targeted top-of-funnel marketing like display advertising campaigns. Third-party cookies offered a data-driven way for marketers to target and measure users. - **Adtech** companies use third-party cookies on behalf of brands to track past website visitors and retarget them with ads. - **DMPs** (data management platforms) use third-party cookies to track cross-site behavior and sell this data to brands for ad targeting. - **Analytics tools** use third-party cookies to track users moving from one website to another and determine which ads impacted the customer’s journey. In reality, relying on third-party cookie data to buy audience segments only brings you to parity with competitors, as everyone is likely buying the same datasets. Privacy concerns have brought significant browser changes that eliminate support for third-party cookies. Safari, Firefox, and even Google Chrome will transition away from third-party cookies. ## The New Ingredient is First-Party Data With the impending changes, a first-party data strategy becomes essential. First-party data is more accurate and current, making it better for creating buyer experiences. ### A First-Party Data Strategy Most companies already use first-party data to some extent. The goal is to create a focused plan to maximize this asset. - **Data Source**: First-party data comes directly from your customers. - **Target Group**: Current customers. - **Data Quality**: High. - **Targeting Range**: Exact. ## Benefits of First-Party Data Centering your CX strategy around first-party data offers numerous benefits: - Enhanced customer engagement. - Increased relevance and timeliness. - More accurate measurement and reporting. - A unified, rich customer view. ## Building Your Data Pipeline Utilize a data-first, vendor-neutral customer data platform (CDP) to create a customer data pipeline that is real-time and channel-agnostic. - **Collect** diverse data sources. - **Unify and Enrich** data to build insights. - **Take Action** using integrations to drive revenue through engagement. ## Steps for Baking Your New Strategy - **Step 1**: Impart value on collection, identification, and consent. Understanding the reasons behind consent and ensuring a value exchange is critical. - **Step 2**: Re-strategize your targeting mix. Audience targeting will become publisher-driven due to privacy shifts. - **Step 3**: Make your first-party data a differentiator. Use first-party data to augment publisher data. - **Step 4**: Facilitate a value exchange across the full customer journey, not just at the start. A first-party data strategy enables personalization at scale while maintaining trust. This approach establishes efficient automation aligned with privacy requirements, forming a cycle that sustains a competitive advantage through personalized targeting and superior CX. --- For more information, visit [tealium.com](https://tealium.com). (Note: This Markdown conversion preserves the document structure and hierarchy as presented in the PDF, without summarizing or improving the original content.)