Twilio, a leading customer engagement platform, reveals in their new research that APAC marketers are shedding initial skepticism around the phasing out of third-party cookies. They now perceive this shift as a unique opportunity to build more trust through other data sources, specifically zero and first-party data.
The research shows that 90% of the region’s marketers are optimistic about the cookieless future, anticipating a higher use of zero-party data – the information willingly shared by customers. An impressive 92% believe the change will help fortify trust in advertising over the long run.
Twilio’s report, “When Consumers Control Data: How to Build Trust and Succeed in the New Digital Era,” unpacks the implications of a cookieless future shaped by evolving consumer preferences on data sharing.
Infographic-Twilio-Study-When-Consumers-Control-Data-How-to-Build-Trust-and-Succeed-in-the-New-Digital-EraThe Rise of Zero-Party Data Amid Cookie Sunset
Third-party cookies, the long-standing backbone of online advertising, have been subject to skepticism due to data privacy concerns ignited by notable breaches. A shift towards greater control and transparency around data sharing is underway as major web browsers, Google included, are discontinuing third-party cookie support.
Marketers in APAC are beginning to appreciate the potential of new data collection and usage methods to bolster consumer trust. The report reveals that 84% of regional organisations advocate for consumer data privacy and support the impending cookie sunset.
Zero-party data emerges as the new linchpin of marketing strategies, as it allows for personalized marketing efforts, service improvements, and trust-building based on customer feedback.
Exploring First-Party Data and Rethinking Attribution Models
Aside from zero-party data, 69% of APAC organisations are also leveraging first-party data due to a lack of visibility over third parties’ data safeguards. First-party data is passively collected as customers interact with an organisation’s owned channels, helping to grow or nurture their customer base.
However, there’s a transition gap to using zero and first-party data meaningfully. The key challenge is customer resistance, necessitating a more refined approach to consumer data collection. As the report suggests, providing clear, understandable information about data usage is pivotal to gaining consumers’ trust.
Also read: Pioneering the AI Frontier: Penta’s Innovative Approach to Navigating the Regulatory Landscape
Forging the Future of Individualized Customer Engagement
As the industry moves from personalization to individualized customer engagement, marketers will harness the combined power of zero and first-party data for a more impactful customer journey.
In the new consumer data revolution, it is critical that businesses rethink their approach to data to drive more impactful customer engagement. Trust is now the underpinning factor for marketing success, so brands need to be more transparent in communicating how they are using data to unlock meaningful value for consumers.
Nicholas Kontopoulos, Vice President of Marketing, Asia Pacific & Japan, Twilio.
