First-party data strategy: trends and tips in 2024

As we say goodbye to third-party cookies, businesses are searching for new ways to reach and connect with audiences. Meeting increasing consumer demands for privacy, security, and more control over their data makes this task more challenging.
Regulatory factors such as GDPR, Google’s privacy sandbox, and Apple’s IOS14 update back in 2021 add to the complexity, imposing additional constraints in the marketing and advertising field. Approximately 75% of marketers worldwide still depend on information collected by third-party cookies to shape their campaigns and advertising efforts, fostering both brand awareness and sales. 1