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Effective first-party data collection in a privacy-first world

Author

Listed:
  • Long, Lucas

    (Product Manager and Privacy Specialist for Tag Inspector, InfoTrust, USA)

Abstract

The analytics industry is facing an unprecedented change in the methods and requirements for data collection. These changes are a result of increasing consumer expectations regarding the privacy of personal information and shifts in the regulatory and technological methods used to meet these expectations. In today’s privacy-first world, first-party data collection becomes more important than ever — while at the same time more difficult. This paper outlines core principles for first-party data collection in a privacy-focused world and offers tactical suggestions for future-proofing. These suggestions include methods to collect privacy-safe first-party and anonymous data, strategies to enable downstream integration, and ways to enforce data taxonomies, as well as compliance via a server-side data distribution approach.

Suggested Citation

  • Long, Lucas, 2022. "Effective first-party data collection in a privacy-first world," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 7(3), pages 202-210, February.
    • Handle: RePEc:aza:ama000:y:2022:v:7:i:3:p:202-210
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    Cited by:

    1. El Hana, Nadr & Mercanti-Guérin, Maria & Sabri, Ouidade, 2023. "Cookiepocalypse: What are the most effective strategies for advertisers to reshape the future of display advertising?," Technological Forecasting and Social Change, Elsevier, vol. 188(C).

    More about this item

    Keywords

    data architecture; data minimisation; privacy; data collection models; cookieless data; data governance;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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