Here at Thirty-One Circles, we do a lot of reading. A common topic on our reading lists is how different organisations are approaching the depreciation of cookies. In nearly every guide we have read about the end of third-party cookies, we have encountered strategies for first-party data and even zero-party data. Yet, we have noticed a breakdown in communication between the data-savvy people who write these articles and the informed advertising audience reading them. So here goes our attempt to rectify that.
To start with let's see what these terms actually mean:
- Third-party data - data collected by a company that is not the one your customer is interacting with (e.g. Facebook collecting data when your customer is on your website.
- Third-party cookies - cookies stored under 'facebook.com' rather than 'yourwebsite.com' - This is what is/has been depreciated depending on your browser.
- Second-party data - your first-party data matched with someone else's data on the same person in order to augment it. This is the foundation of data sharing
- Second-party cookies - do not exist
- First-party data - any data you collected yourself (not just at a customer level)
- First-party cookies - cookies under which you store data from your website
- Zero-party data - data supplied directly by your customers
- Zero party cookies - do not exist
So, as you might have picked-up, it is unfortunately quite jargon-heavy, and even worse, sometimes terms are confused or used in place of each other.