The use of private data is surrounded by a growing legislative framework and good marketing practices. Under this pressure, web browsers have announced the gradual abandonment of 3rd party cookies. For Google, it will be the end of 2024.
Digital media investments represent quite a budget, especially in times of crisis. And the costs of acquiring new customers are going to have to be controlled. To achieve this, advertisers will have to make sure to transform the “3rd party data” traffic generated on their website, by digital investments, into systematic collection of “zero or first-party data” type data. In order to ensure their reuse for relational marketing and direct activation, and to optimize their conversion. Over time, advertisers will be able to structurally reduce their acquisition costs and will only invest in purchased advertising if there is an additional need in relation to their "first party" database (only (re)targeting non-base profiles of data).