Opinion: The Value of Data Partnerships

We’ve all heard that the cookie empire is crumbling. The days of tracking anonymous users across the internet is coming to an end, eaten up by changing consumer expectations, privacy laws and Apple making their move into the advertising space. Even with Chrome pushing their deadline back another year, the tide has undeniably changed with most brands preparing for a cookie-less future.

Central to every alternative solution is 1st party data, and rightly so, after all it’s much more valuable to communicate with real people vs. anonymous devices. Consumer data, willingly shared for the purpose of marketing or personalisation is also more easily leveraged across platforms and more likely to survive future changes to privacy. The question is, is 1st party data enough to guide a media buying strategy once cookies are gone?

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Angelina Farry (CEO, IAB New Zealand)
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Author:

Skipper Lomiwes
Programmatic Manager | TVNZ
Member | IAB New Zealand Programmatic Council