Mar 1, 2022
As the third-party digital cookie begins to crumble, what does
that mean for marketing professionals? In today’s episode of
Aligned, Sean and FitMartin’s Revenue Operations Director WIll
Riley discuss the implications of upcoming internet privacy changes
and outline tactics to maintain effective digital marketing in
Cookies and Privacy - What’s the
- Privacy involves a company’s intent with your data and what it
does with that data.
- In contrast, cookies have been an addendum to privacy policies
over the years, dictating what specific data companies store and
how that data is used for marketing.
The year 2022 will define privacy
- We’re entering an era of technological responsibility because
anyone who visits your website can allow (or disallow) how you
aggregate and use their data.
- Companies now have both a legal liability and a corporate
standard they must maintain - not only can a company’s data
collection be shut down by the government, but the companies who
run advertising platforms can as well.
- Predominantly, digital marketers spend money through Facebook,
Instagram, and Google. Because these platforms are all run by just
two companies (Meta and Google), you must comply with their
standards to maintain website traffic.
First-party cookie versus third-party
- First-party cookies are stored from a website the user visits
directly, like when you search for products on Amazon.
- Third-party data is data tracked from another domain. So, if
Amazon (hypothetically) sold your data to another company, that
would be third-party cookies.
- Consumers tend to like first-party cookies because they
directly benefit the user. With Amazon, it’s helpful to see
recommended products and recent searches because of the data they
In 2023, Google Chrome (which accounts for 80% of data
traffic) will completely phase out third-party
- This will bring a fundamental shift in developing digital
campaigns. Marketers will have to adjust how they spend digital
advertising dollars without precedent to rely on for successful
Strategies for companies to start
- It comes down to where you get your data. Are you collecting
data directly from a source or buying it from elsewhere?
- If the latter, that decision might no longer be an option. Take
practical measures to prepare and stop relying exclusively on
- Start shifting advertising strategies to pull data directly
- If you invest in the right technology and are upfront with your
member base, you’re already ahead of the game.
- Above all, you must focus on a sales and marketing alignment.
Buying data is a crutch; marketing moves towards a more authentic
- FitzMartin’s standardized compliance policy is an incredible
foundation that informs you what you need to include in a privacy
policy with these new privacy changes. If you want to be ahead of
the game, download our compliance foundation PDF here!
- Aligned is a
podcast for executives of emerging middle-market companies and
executives pursuing growth and looking for new levers to
- Order Sean’s book
- To connect with Sean Doyle, find him on LinkedIn, or learn
more about FitzMartin on the company web page.