{"id":7955,"date":"2020-07-15T04:22:16","date_gmt":"2020-07-15T04:22:16","guid":{"rendered":"https:\/\/xpon.ai\/?p=7955"},"modified":"2026-03-23T05:08:53","modified_gmt":"2026-03-23T05:08:53","slug":"how-the-cookie-crumbled","status":"publish","type":"post","link":"https:\/\/xpon.ai\/gb\/resources\/how-the-cookie-crumbled\/","title":{"rendered":"How the cookie crumbled: the rise of zero-party data"},"content":{"rendered":"\r\n\r\n\r\n

When Google announced the steady phase-out of third-party cookies in January this year, the world was thrown into a digital frenzy as a sprint to zero-party data collection strategies began. The initiative, which was touted as a means to increasing user privacy, was particularly significant for the media world, who had relied on third party cookies for programmatic advertising.<\/p>\r\n\r\n\r\n\r\n

But what has happened in the past 6 months (Covid-19 included) has provided an interesting insight into digital consumer behaviours, their user ability to pivot and the positive effects on data quality with zero-party data.<\/p>\r\n

The rise of zero-party data and first-party data.<\/strong><\/h4>\r\n\r\n\r\n\r\n

You may have noticed since January that almost every website that you visit now requests specific cookies consent (or perhaps have implemented it yourself).<\/p>\r\n\r\n\r\n\r\n

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The most exciting outcome from this is that in spite of higher opt out rates by visitors, your zero and first party data is of far better quality and provides better targeting capabilities.<\/p>\r\n– Simon Pereira (XPON CCO)<\/cite><\/blockquote>\r\n\r\n\r\n\r\n

So the death of third-party cookies has given way to the rise of first and zero-party cookies. But what is first and zero-party data?<\/p>\r\n\r\n\r\n\r\n

Let\u2019s start with first-party.<\/strong><\/h4>\r\n\r\n\r\n\r\n

First-party data is information you (the business) collect directly from your customers or audience. You own this data and it\u2019s exclusive to you. It’s the data with the most context, relevance and value to your business. Simply put, it is data that looks at a customer\u2019s behaviour and helps to bolster identity data.<\/p>\r\n\r\n\r\n\r\n

Examples of this data includes:<\/p>\r\n\r\n\r\n\r\n