Is AI in WhatsApp a handy helper or pointless?

Third-party data is information collected by an external party, often with no direct relationship with the user, through cookies among other things. Advertisers use this data to analyse behaviour and serve targeted ads. 

Although this approach was the standard for a long time, growing awareness of online privacy has led to a more critical view of how it is used. 

Regulations such as the GDPR require users to give explicit consent before their personal data is stored. Browsers such as Safari and Firefox were already blocking third-party cookies.

Where Google previously said it would stop using third-party cookies by 2025 at the latest, the company has now announced that cookies will remain in Chrome. Instead of a full phase-out, there will be a new system in which users can manage their preferences per site.

This choice seems inspired by Apple's approach: more control for the user, but with room for personalised content if desired. In doing so, Google puts the responsibility back on the consumer, while at the same time meeting the interests of advertisers.

The change does not come out of the blue. There was a lot of resistance to Google's plans within the advertising world. Advertisers feared a loss of effectiveness and measurability.

In addition, the intended alternative, the Privacy Sandbox, still faces too many technical challenges and limited adoption. Although Google continues to invest in this platform, it is proving not to be a full replacement in the short term.

Laws and regulations also play a major role. Google is overseen by bodies including the UK's CMA and has to be able to demonstrate that new tracking methods comply with privacy legislation.

The continuation of third-party data means stability for performance marketers in the short term. Campaigns can keep running as usual, conversion tracking remains reliable and targeting stays detailed.

Even so, it is not a free pass for the long term. Users still have to give consent, and public opinion on privacy keeps shifting. A strategy that relies purely on third-party cookies is vulnerable.

The best way to stay future-proof is to invest in first-party data. That means collecting data yourself, for example via your website, app or email interactions.

With techniques such as server-side tagging, you can manage this data yourself, secure it better and use it more precisely for personalisation and targeting. First-party data is also more reliable and more valuable, because it comes directly from your target audience. But what counts as first-party data? Think of:

• Search ads: These are text ads that appear at the top of search results pages when people type in specific keywords. They are ideal for businesses that want to be directly visible to a relevant audience that is actively looking for their products or services.
• Shopping ads: Shopping campaigns are made specifically for e-commerce. These ads show product images, prices and the name of your web shop directly in the search results. They draw visitors to your website who are already looking for your product.
• Display ads: Display ads appear on a network of websites that partner with Google. They usually consist of visual elements, such as banners, and help build brand awareness. For businesses that want to increase their name recognition, display ads are a powerful option.
• Video ads: These ads appear on YouTube and other video platforms. They are especially effective at grabbing attention and telling a story, which can boost brand awareness and engagement.

The best way to stay future-proof is to invest in first-party data. That means collecting data yourself, for example via your website, app or email interactions.

With techniques such as server-side tagging, you can manage this data yourself, secure it better and use it more precisely for personalisation and targeting. First-party data is also more reliable and more valuable, because it comes directly from your target audience. But what counts as first-party data? Think of:

• Data entered via contact or sign-up forms
• Email addresses and preferences of newsletter subscribers
• Behaviour on your website or in your app (such as click and purchase behaviour)
• Purchase history and order data
• User preferences and settings in customer portals
• Customer feedback via surveys, support requests or reviews

At BE Digital, we advise brands to see third-party data as temporary support, not a foundation. The coming period leaves room to build a solid data strategy in which you:

• Communicate transparently
• Actively offer value
• Invest

That way you not only build more trust with your users, but also create a sustainable, future-focused marketing structure.