June 3, 2025 | Vol. 98
🍪Cookies Are Crumbling—What Now?
đź’ˇ Treat Data Like a Relationship, Not a Rental
Over the last two weeks, we’ve talked about data as a strategic asset—and why access and integrity are everything. But now it’s time to go one level deeper:
The most successful advertisers today are leaning heavily on the two types of data that they own and control: zero- and first-party data. They’re building campaigns that don’t just reach people—they connect with them.
Before you can activate a smarter data strategy, you’ve got to understand what kind of data you’re working with—and why it matters.
🧠What’s the Difference? Zero vs. First-Party Data
ZERO-PARTY DATA
🔹 What it is: Information a customer intentionally and proactively shares with your business.
🔹 Examples: Survey responses, product preferences, quiz answers, newsletter opt-ins, loyalty program profiles, and anything submitted through a form.
🔹 Why it matters: It’s the most transparent, most accurate, and most permission-based data you can get. Customers have freely offered it to you—which makes it ideal for personalization, targeting, and trust-building.
“Think of zero-party data as the gift your customers give you.”
FIRST-PARTY DATA
🔹 What it is: Data you collect through direct interactions with your customers.
🔹 Examples: Website activity, purchase history, email engagement, CRM entries, app usage, call tracking logs.
🔹 Why it matters: It’s behavior-based and owned by you. This data is highly relevant and signals real interest and intent—making it perfect for segmentation, retargeting, and customer lifetime value growth.
“Think of first-party data as the footprint your customers leave behind.”
Together, zero- and first-party data give you the most accurate, privacy-compliant, and future-ready view of your customer.
​The more you use them, the more your marketing improves—without breaking trust or relying on outdated tactics.
⚠️ Why This Matters (Especially Now)
In the marketing world, the future isn’t around the corner—it’s already here. If you’re still depending on third-party data, your results are about to start fading fast.
Third-Party Cookies Are Disappearing
Chrome—the last major browser to support them—is now phasing out third-party cookies. Safari and Firefox already have. If your retargeting strategy still depends on third-party cookies, you’re essentially marketing to ghosts.
2. Consumer Privacy Expectations Are Rising
Consumers expect transparency. They want to know how their data is used—and they’re choosing brands that respect their privacy. Zero- and first-party data meets these expectations head-on.
Treating your customers’ data with care isn’t just compliant—it’s a competitive advantage.
3. Ad Platforms Are Prioritizing First-Party Data
Meta, Google, Amazon—they’re all investing in tools that reward advertisers who bring their own data.
That means:
Better match rates
Lower ad costs
More relevant targeting
And better campaign performance
If you’re not actively collecting and leveraging first-party data, you’re falling behind.
Straight Talk from the Crazy🤪:
The truth is: You don’t need more data. You need to better use the data you already have.
Zero- and first-party data give you the clearest picture, the strongest foundation, and the best shot at building loyalty and results in a world that’s changing fast.
Stop renting audiences. Start owning relationships.
Next week, we will talk about how do you know or should you know what data you are using. Watch your inbox.
Until then | Expect to Win!
JIM WEBB
📞 P.S. Let’s Talk—If You’re Curious
If this sparked an idea—or made you wonder how to better use the data you already have—I’d love to talk.
No pressure. Just a conversation.
📲 Email, text, call, or message me on LinkedIn.
Or visit jimwebb.me and pick whatever’s easiest.
On a Journey - Chasing Better
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