The search marketer’s new imperative: Capturing first-party data

For quite some time, people have been talking about how third party cookies are not being used much anymore. The use of third party cookies has been replaced with first party data. Companies are able to learn about people, even if they don’t actually make a purchase on their site. What they click on, even if they don’t buy anything, can provide the company with information. These clicks are known as a first party cookie, and a company can use them to tag a consumer’s browser.

Key Takeaways:

As has been talked about quite a bit in recent years, third party cookies are not being used much anymore.
Moving forward without cookies requires first party data to be the important thing.
Clicks are a way that a company can learn about a customer, even if they don’t buy anything from the website.

“That means that every engagement we have with potential customers is highly intentional.”