Brands preparing for the end of the third-party cookie see one possible solution in email, judging by “Life after the third-party cookie,” a study by Lytics, done in conjunction with Sapio.
Of the companies polled, 51% plan to spend more on email, and many see first-party data as critical to this effort. In general, 92% say first-party data is more important than ever.
The most popular ways of using first-party data are to:
- Create personalized content on websites — 56%
- Predict customer behavior — 54%
- Create more personalized emails — 48%
