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Google's decision to retain third-party cookies in Chrome does not diminish the growing importance of first-party data. As privacy regulations tighten and user expectations for transparency increase, first-party data remains a critical asset for marketers. Honestly, Google's decision provides a temporary reprieve for marketers who rely on third-party cookies for user tracking and targeting. Regardless, first-party data collection aligns with most compliance standards, fostering transparency and trust between businesses and users. As privacy regulations become stricter, the reliance on first-party data ensures that companies can continue to gather valuable insights without violating user privacy.


And remember, owning and maintaining exclusive access to first-party data provides a competitive edge. Dealers can use this data to deliver personalized content and experiences, driving customer engagement and loyalty, which drives CLV.