After all, millions of internet users are now using ad blockers, which block cookies and other tracking technologies.Īdditionally, new browser features such as Safari's Intelligent Tracking Prevention and Firefox's Enhanced Tracking Protection are making it harder for businesses to track users with cookies. In addition, zero-party data is collected with the user's consent, so there are no privacy concerns.īusinesses that rely on cookies for digital advertising will need to make the shift to zero-party data if they want to stay relevant in the post-cookie world. Zero-party data is more valuable to businesses than cookies because it is more accurate, specific and reliable. Zero-party data is collected directly from users, typically through interactive data collection methods such as surveys, polls and quizzes. This data can include things like preferences, interests and contact information. There is an alternative to cookies called ' zero-party data.' Zero-party data is data that is voluntarily shared by users with businesses. In fact, cookies are not necessary for online advertising. How Businesses Can Adapt With Zero-Party DataĬookies are often seen as a non-negotiable part of the digital advertising ecosystem, but that doesn't have to be the case.

In response to user privacy concerns, and in compliance with new regulations, browsers are phasing out support for third-party cookies. The writing is on the wall for the cookie. These regulations could have a chilling effect on the cookie ecosystem, as they make it more costly and risky for companies to collect and use data. In addition, privacy regulations such as the General Data Protection Regulation and the California Consumer Privacy Act are making it harder for companies to collect and use personal data.

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