With the evolution of the digital landscape, the importance of data privacy has been a growing issue in marketing. In the recent years, we have seen stricter regulations established like the GDPR (General Data Protection Regulation) in Europe or the CPRA (California Consumer Privacy Act), ultimately changing the usage of third-party cookies. Brands are now conscious of these regulations and changes, creating a shift toward emphasizing first-party data strategies, to prioritize transparency and trust.
First-Party Data and Its Importance in 2025
Businesses collect first-party data directly from their customers through owned channels like web analytics, email sign-ups, and social media, as well as direct interaction with consumers like purchase transaction, loyalty programs, and surveys. Contrastingly, third-party data is collected from outside sources without direct relation with the consumer and often sold to other companies.
First-party data is important for companies because it is an accurate and reliable source of data. It is also an ethical way of collecting data, and it respects privacy laws and regulations. Additionally, consumers are increasingly aware and wary of company’s data collection practices, hence the importance of first-party data. The usage of this type of information helps marketers create personalized experiences for consumers while respecting the confidentiality of their information.
Turning Point from Third-Party Cookies: Major Companies Leading the Way
For over a decade, companies relied on third-party cookies for marketing purposes. As regulations began to get firmer, and as consumers gained consciousness of the issues with this practice, companies had to evolve. Big names like Firefox and Safari started blocking third-party cookies around 2020, leading the way for a change and marking a turning point for digital marketing. Following, Google, the leader in online advertising and search engine technology, announced a plan to completely block third-party cookies by default. Although Google moved away from its original plan, they implemented an option in the browser settings allowing users to manage cookies. These decisions showcase a big improvement in terms of respecting privacy of the user’s data.
A great opportunity to build trust
The evolution toward privacy conscious marketing practices should not be seen as a limitation, but more as an opportunity for companies. With regulators penalizing websites that set cookies before obtaining explicit consent and with consumers favoring brands that shows transparency and do not violate their privacy of information, companies should try to capitalize on this opportunity, by gaining a positive brand reputation and building trust from consumers.