The New Currency of Trust in Cookieless Marketing
Francis Bacon once claimed that true power lies in knowledge - and long before him, Aristotle taught that real knowledge does not come from logic alone, but from observation and experience: from data we collect empirically. The foundation they laid centuries ago became the cornerstone of modern marketing. Everyone knows, as certainly as two plus two, that no brand can succeed in a vacuum - every action requires solid ground beneath it.
What began as philosophical reflections for a small audience has evolved into universal strategies adopted by every brand today, from international giants to emerging startups. Think for a moment: how do your YouTube recommendations work? What drives Amazon when it suggests specific products? And how does Spotify know exactly which playlist to create “just for you”?
The answer lies in a first party data strategy - that small pop-up asking if you agree to share your personal information. The most famous example is the legendary privacy policy, rumored to be read only by its author and editor. By agreeing, you automatically allow the platform to collect data such as:
– Age, gender, and location
– Email and phone number
– Browsing, purchase, and click history
– Device and browser information
While details vary from company to company, first party data always implies a voluntary agreement from the user to share information about their behavior and personal characteristics. For the user, this may seem like a static and meaningless process, but for the brand, it’s an invaluable resource that shapes everything - from content creation to marketing and long-term strategy.
This approach shares the throne with zero party data - information provided by users through direct interaction. Returning to YouTube, consider those brief surveys that pop up before a video, asking for your opinion or preferences. In general, zero party data includes:
– Surveys and feedback forms
– Comments and content ratings
– Information users voluntarily share about themselves
A less common but still effective method is second party data - the exchange of databases between two trusted partners. Brand A shares its first party data with Brand B, for Brand B, that same information becomes second party data because it was obtained indirectly. In some industries, such exchanges are vital - for example, a tour operator benefits greatly from data shared by an airline, which can be both irreplaceable and immensely valuable.
The growing importance of these methods is directly linked to the rise of the cookieless marketing strategy - a transition away from using third-party data, which is collected and sold by external providers without user consent. Users are often unaware that their online actions are being tracked and monetized. In essence, it’s a milder version of Orwell’s “Big Brother.”
Because of these ethical concerns, modern browsers like Google Chrome, Safari, and Firefox now block third-party data collection entirely. For brands, this marks a turning point: to succeed in the digital landscape, they must refine and perfect their first party data strategy.
Be transparent and honest with your audience - and they will trust and love your brand in return.
