Integrating First-Party Data

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When everyone heard that Google announced that the Chrome web browser would stop supporting third-party cookies, they must have been shocked at first, but they should have calmed down by now. It’s hard to imagine how we can conduct various advertising and marketing activities without third-party tracking. After all, many people regard third-party tracking as the backbone of the online advertising ecosystem, but this is the reality we are about to face. A world without cookies based on privacy is reasonable. Although Google has postponed the timetable for the withdrawal of such cookies, marketers are still very pressed for time and must rethink and create advertising and marketing strategies to accommodate it.

As with any business challenge in a rapidly changing world, there are steps companies can take to prepare, adapt, and ultimately thrive. In fact, after third-party cookies disappear, the immediate test that marketers list of algeria whatsapp phone numbers will face is the effectiveness of interactions with visitors through various channels. To prepare for this challenge, here's what businesses can do now and how Appier's customer data science platform, AIXON, can help.

Without third-party cookies, marketers’ remaining data sources become even more important and will help understand their target audience and what they care about. In other words, it’s time for first-party data to shine. First-party data is any data you collect directly from your audience. Since this type of information is collected from the audience, it is highly relevant and accurate, making it very useful to you.



To make better use of first-party data, companies should start integrating all the data collected from each user from different sources and page visits. This integration process creates a more comprehensive and complete user profile, including user behavioral and demographic information, making it more complete. Regarding data integration, there are two ways to integrate first-party data: deterministic matching and probabilistic matching.