A cookieless world. What should I do?

This week, I'm attending (virtually) the Ad World Conference. In short, Ad World is the world's largest online advertising event. I'm excited to participate in it and have signed up for 10 sessions.

The first session I attended was called "Survive the Cookiepocalypse: The Ad Strategy Buying Signals Guide." It was a fantastic session led by Ben Parr, founder of Mashable and Octane AI.

As has been noted several times is third-party cookies will be gone by around the start of 2023. However, customer data privacy has already moved into the market with Apple's latest iOS 15 update. One of those changes is the Mail Privacy Protection tool. The MPP, in short, is an opt-in feature in Apple Mail. If users opt in, when that user is sent an email, their identification data is removed and then the email is then sent on to the user. So, open rates will show emails are opened, but may not be actually opened by the intended user.

It's a dramatic shift in marketing.

Ben did an excellent job of breaking down what we can anticipate as these changes continue to roll out. Among those was breaking down the differences between third-party data, first-party data and zero-party data.

• Third-party data: Data borrowed from third parties and aggregators such as Facebook and Google.
• First-party data: Data you directly track such as Google Analytics, website tracking.
• Zero-party data: Data customers directly volunteer to you such as quizzes and surveys.

Here is a guide Ben provided from his presentation.