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How to pivot to a first-party data marketing strategy

Author

Listed:
  • Kaykas-Wolff, Jascha

    (Lytics, USA)

Abstract

In June 2021, Google sent shockwaves through the marketing and paid digital advertising world when it announced its plans to protect user privacy and consumer data by removing third-party cookies from its Chrome web browser by 2023. This paper describes what the road to a first-party data marketing strategy looks like: where to start, what your priorities should be, what you will need to know to succeed, and what success will look like when you get there.

Suggested Citation

  • Kaykas-Wolff, Jascha, 2022. "How to pivot to a first-party data marketing strategy," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(1), pages 52-60, June.
    • Handle: RePEc:aza:jdsmm0:y:2022:v:10:i:1:p:52-60
    as

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    More about this item

    Keywords

    first-party data; third-party cookies; consumer privacy; GDPR; Google Topics; martech; customer data platform (CDP);
    All these keywords.

    JEL classification:

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

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