datanami.com,
Thu 09/29:
The Death of Third-Party Cookies and the Rise of Zero-Party Data
During the Wild West phase of the big data experiment, third-party cookies lodged into people’s Web browsers were a major conduit of actionable data for companies far and wide. Google Chrome, which owns the largest share of the browser market, plans to start blocking third-party cookies by default in late 2024. Where are they going to get such detailed data about their potential users? Any personal information they obtain will have to be accompanied by consent. Instead of using surreptitious cookies to track the activity of people across the Internet–which violates the core tenet of consent at the heart of GDPR and CCPA–zero-party data is data that people share willingly and with full consent, which can make it easier to use in big data analysis. It can be put to use in a variety of ways, including: creating a customer profile, improving customer service, making product recommendations, making better decisions, and improving ad targeting. However, zero-party data bears less similarity to third-party data, which is data that an organization buys or barters for.
Read full article here:
datanami.com/../the-death-of-cookies-and..
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