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How Third-Party Cookie Loss is Inspiring Innovation For Four Companies

Discover how four innovative companies are turning the loss of third-party cookies into an opportunity for growth and success.
Cookie Loss

The impending third party cookie loss has sent many companies scrambling to find alternative methods and solutions to make up for the disappearing data. During our Digital Velocity 22 series, we heard from many leaders in everything from retail to travel to healthcare, covering not only what is changing but also how they are changing to meet the times.

Making First Party Data Available to the Lines of Business

During our Ultimate Sports and Entertainment event, Jason Crain, the Director of Analytics and Insights at Equine Network, emphasized that most companies are sitting on their own useful data. While discussing what approach they would take to facilitate more customer engagement they realized that breaking down data silos with their many lines of business would help define new audiences and open up new opportunities to interact with their customers.

Companies are fortunate enough to have a goldmine of data that they are often not utilizing to the fullest extent. Finding the proper tools to collect, organize, and activate your customer data will give you the opportunity to better understand your customers and change the way you do business.

Moving Away From Third Party Cookies Toward People-based Audiencing

Milin Shah, an expert in digital experience & martech at UPS, shared where UPS is now investing their resources as they move away from third party cookies.

By shifting not only the tools they use but also the approach, UPS is finding ways to see third party cookie loss as an opportunity to evolve. Gearing towards being more customer centric, UPS is focusing on the first party data they already own to gain a deeper understanding of who their customers are and how they can further accommodate them.

Look for New Tools to Support the Shift Away from Third Party Cookies

Emily Wilson, a member of the Partnership team at Meta, urged participants at DV to consider other tools to recuperate the power that companies are losing with the loss of third party cookies. As it usually goes, innovation comes when a need is created and Meta, in cahoots with Tealium, is working on new tools to progress your company’s martech arsenal.

Companies like Tealium and Meta have the internal expertise and resources to create new tools to help make the transition away from third party cookies a smooth one. Knowing how you want to use your data and what your company’s end goal is will make it easier to identify the tools you need to optimize your martech stack for the cleanest and best first party data strategy.

Bring Your Data In-House to Maximize Your Data Investment

Highlighted in our Ultimate CX Healthcare Event, Drew Isaacs, the Vice President for Marketing Operations at Novartis, shared how Tealium is helping Novartis shift to a focus on first party data.

Many companies previously reliant on third party data are now shifting their focus to data governance and a first party data strategy using tools they own so they never lose their data – one of the big concerns with third party cookie loss. Investing in your own data through your own tools allows you to have confidence that your data investments will still have worth in the future, and will even grow in value as you are able to continuously organize and optimize your data quality and insights over time for greater activation.

Third party cookie loss demonstrates just how important it is to focus on futureproofing. The world of technology is constantly changing and having the ability to change with it is vital. Owning and using your own first party data is something that you will never lose and thus learning how to properly utilize it will only aid you in the future. Having a Martech tool like Tealium’s CDP positions you to have a cleaner and deeper understanding of the data you are constantly collecting for both current and future use.

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Sophie Saddik, Content Marketing Intern at Tealium

Sophie Saddik is the Content Marketing Intern at Tealium. She is currently studying at NYU with a concentration in English Literature and International Relations.

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