Avoiding the 3rd party cookie graveyard — Quimby Melton // Confection

Show Notes

• 02:02
  Avoiding the third

  A lot of the information available on the topic is misleading, especially to marketers. The main focus should be on preparation for the coming changes to data management online.
• 02:48
  Preparing for the future of data management

  Its important to understand the way data moves around online. The biggest hurdle to be faced is not having access to data you did not collect as a result of blocked scripts.
• 04:33
  What a script is on a third

  A script is a tool that gathers user-data from their activities on a site. With the coming changes, collecting and sharing third-party data will no longer be an option to marketers.
• 05:30
  Which marketers will survive the changes

  Marketers who build strategies around privacy. Additionally, marketers who can maintain first-party data while acquiring contextual data from relevant sources will survive.
• 08:07
  Third

  Marketers can use third-party data to better understand a piece of first-party data. While not as effective, data can be purchased from a third-party vendor.
• 11:21
  Why marketers should acknowledge privacy concerns

  Giving consumers control over their data helps businesses identify potential customers faster. Knowing who to target will inevitably lead to higher returns.
• 12:14
  Why deprecating third

  Most of the benefit goes to the consumer in the form of data control. Marketers will rely more on first-party data which ultimately generates a more personalized experience for the consumer.
• 13:37
  Keeping your business alive without third

  Collect enough first-party data to have it effectively replace how you would have used third-party data. In the long run, this will help build audience engagement.
• 15:00
  How webforms will change

  Forms that capture and send customer information out to third parties will be affected. HTML type forms should remain unaffected.
• 16:00
  How Confection helps companies understand engagement

  Confection provides contextual data to help companies give meaning to their first-party data. Unlike others, Confection relies on the server instead of on the browser level for information processing.
• 16:49
  Emerging sources of first

  Event tracking will be the default for identity resolution on the server side of things. Using AI to link data on the audience and user level is another source being developed.
• 18:16
  How Confection differs from a traditional third

  Confection acts as a data handler. Their responsibility is to ensure that collected data goes from the clients site to their account, and then on to the designated end-point.
• 20:09
  What sets Confection apart from its competitors

  Confection does not sell data collected for one client to another. The first priority is to facilitate first-party relationships between businesses and their customers through contextual data.