Living in Tomorrow’s World – A Focus on First-Party Data

Despite Google extending their third-party cookie deprecation timelines, the popularity of cookies (in the eye of the consumer) has been shrinking for years, and advertisers need to start finding a long term solution to fill the cookie-shaped hole in their brand strategy.

Matilda Rose Moir

This involves examining and forecasting the expected impact to one’s digital marketing strategy. While numerous publications have researched and documented what the deprecation of third-party cookies will mean for online business as a whole, few have examined what it’ll mean on a channel-by-channel basis. 

In Incubeta’s latest whitepaper we explore the impact that the loss of third-party cookies will have on SEO, Creative, Paid Media (Display/Search/Social), Ecommerce, Marketplaces, Technology and Measurement.

Access Full Whitepaper Here


SEO: Organic data has never relied on third-party data, meaning the loss of third-party cookies won’t have a negative impact on SEO – but advertisers should be using the time they have now to invest in a comprehensive SEO solution to compensate for loss of visibility in other channels.

Creative: The impact we’ll see will be centered around the integration of data and creative – especially in areas such as DCO, retargeting, ad frequency and geo-location. Quick wins will certainly be found in contextual strategies and automation.

Paid Media: The main impact we’ll see will concern the measurement of activity; specifically moving from ‘observed’ to ‘modeled’ conversions, as modeling allows for accurate conversion attribution without identifying users. The whitepaper breaks down this impact further looking at Display, Search and Social.

Ecommerce: Without the use of third-party cookies, advertisers will have to pivot their ecommerce strategy to counteract the subsequent loss of targeting and retargeting capabilities. 

Marketplaces: It’s unlikely that we’ll see an impact to advertising on marketplaces themselves such as Amazon owns the entire ecosystem end-to-end and no third party cookies are used.

Tech: The loss of third-party cookies and their tracking capabilities will likely cause a tremendous movement to the use of other, non-cookie related identifiers and the adoption of other targeting solutions, such as contextual targeting. 

Measurement: The loss of third-party cookies will limit our ability to target users based on interests, demographics, and location from a prospecting perspective. 

After comprehending what the impact that the loss of third-party cookies will have, it’s also important to consider our constant awareness of what’s happening in the world of privacy. Remaining informed on the latest updates that may affect business strategy. 

It’s also crucial to consider the value in building out, and enriching first-party data. As consumer privacy interests take center stage, building an in-depth representation of your customers will allow you to enhance the experience they have with your brand.

To read the full whitepaper, learn more about data enrichment and access a downloadable key considerations checklist, visit the access page: Tomorrow’s World – Living With 1st Party Data.

For more information on what the loss of third-party cookies will mean for your business, get in touch with Incubeta today, or take a look at our latest event, Tomorrow’s World.

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