Preparing for the cookie-less future

Insightful, connected data is crucial in creating relevant advertising. As 3rd party cookies begin to phase out, together we will develop a 1st party data playbook, to help you collect targeted data, translating it to a value-creating experience.

Cookieless Future with Merkle

Challenges of data-driven marketing

To this day, customer data are often still collected in large data sets with no clear strategy how it can create value in the organization. The willful and aggressive collection of data to tends to impact trust between supplier and vendor. In most cases, consumers find it difficult to understand what data is collected and how it is used. Nowadays, there is a strong need for transformation in the collection and usage of data, for privacy and transparency.

There is no certainty yet how the big tech players will react, but one thing is foreseeable: 3rd party data - i.e. data collected via third-party providers that are aggregated and resold - can hardly be used in the future. Already, many big companies like Firefox and Apple have blocked 3rd party data in their browsers.  In contrast, 1st party data - data collected and leveraged through an enterprises own system - is becoming increasingly important. This data cannot be read by third-party domains and are therefore managed by the respective company itself.

first party data process merkle

Real transparency and a clear value proposition as a basis

Data remains the basis for enabling and improving personal customer experiences. It is becoming increasingly important that users are approached with transparency and given honest information. At the same time, a clear added value (for making the data available) must be communicated, because there should be a benefit for both sides.

Only if the users themselves can decide about their data and subsequently experience a real benefit from the data collection will they agree to share their data. Handling data in this way strengthens brand loyalty and customer trust in your company - creating a strong relationship between consumers and their trusted brand.

Create a personalized customer experience using 1st party data

In the privacy-first world of the future, personal experience will be more important than traditional targeting. The three cornerstones for this are: 1st party data, technology and content.

1st Party Data

Man working on computer analyzing data

The key is not to collect as much data as possible, but to collect the right data. You should be able to communicate meaningfully and openly why this data is being collected and how it offers real value to your customers.


Woman is coding on computer

The CDP (Customer Data Platform) that suits your company not only collects data via a wide variety of channels, but also uses it to provide a coherent picture of an individual person. This picture is created by data that cannot yet be clearly assigned to specific users (e.g. 1st party cookies from website users) and by means of personally identifiable data (e.g. login data of an existing customer).


Merkle content creator at work

Only appealing, compelling content brings technology and data to life and, and in combination, creates real value for users. If the content is delivered to the user, at the right moment and via the right channel, the result is a relevant, personal customer experience. An increasing level of maturity in personalization leads to an even more relevant experience tailored to the user - whether in the form of a personal address or dynamically delivered content with the help of artificial intelligence. 

The 1st Party Data Playbook: first use case, then collection of data - not vice versa

To find the right approach for your company, we work with you to develop a 1st Party Data Playbook. This can help you to use 1st party data with a clear goal, in a transparent manner and with the consent of your users.

With the 1st Party Data Playbook, we explore and identify how your 1st party data can be used, collected and enriched.

What is our approach?

  1. Use Cases: As a starting point, we define specific use cases where we use 1st party data, whether on paid or owned channels (e.g. digital media, onpage or omnichannel personalization).
  2. Collection: we define which 1st party data we need to implement the conceptual use cases and how we collect, store and enrich the data.
  3. Prioritization: We prioritize the described use cases to decide which use cases we should test first and subsequently.

The prioritized use cases are then piloted together to deliver fast results, generate initial learnings and define a roadmap for future development.

Together we develop a secure, transparent and trustworthy environment that strengthens your customer loyalty and makes you the company of the future.