{"id":19685,"date":"2021-06-09T09:30:39","date_gmt":"2021-06-09T15:30:39","guid":{"rendered":"https:\/\/www.fullcontact.com\/?p=19685"},"modified":"2022-06-05T06:33:35","modified_gmt":"2022-06-05T12:33:35","slug":"how-to-respond-to-third-party-cookie-idfa-changes","status":"publish","type":"post","link":"https:\/\/www.fullcontact.com\/blog\/customer-experience\/how-to-respond-to-third-party-cookie-idfa-changes\/","title":{"rendered":"How to Respond to Third-Party Cookie & IDFA Changes"},"content":{"rendered":"

Why You Need Future-Proof Identifiers<\/h3>\n

The MarTech landscape is evolving–again. We’ve seen new legislation (GDPR, CCPA, and many more) paired with a colossal shift in changes to identifiers on consumer devices in the past few years. And we’ve seen third-party cookies disabled in Safari, Firefox, and Brave, with Google having announced they will disable third-party cookies by default in 2023.\u00a0<\/span><\/p>\n

While versions of cookie-ing and Mobile Ad IDs (MAIDs) may continue to exist, you need to consider taking a more holistic approach to adapt to these changes as smoothly as possible.\u00a0<\/span><\/p>\n

Since the market will keep evolving, you need future-proofed identifiers. <\/span>First-party<\/span><\/a> cookies remain essential, and direct relationships with your customers and prospects are more critical than ever. You need to be able to reach people on every channel through which they’re engaging. And you need to ensure that you’re creating a seamless experience no matter what channel, device, and browser they’re engaging on.\u00a0<\/span><\/p>\n

Persistent Identity: Your Data Strategy for the Changing Marketing Ecosystem<\/h3>\n

Identity Resolution is the answer. Instead of relying on a single identifier, Identity Resolution uses a persistent identity layer that connects multiple identifiers, such as email addresses, first-party cookies, Mobile Advertising IDs, name and physical address, etc. This creates a unified view of a person, ensuring that as your customers and prospects evolve, your method of engaging with them evolves in parallel.\u00a0<\/span><\/p>\n

Cookies and IDFAs are currently used for two things you need to solve for: Recognition and Targeting.\u00a0<\/span><\/p>\n

Thankfully, there’s a solution–by creating a persistent identity layer, you can guarantee successful recognition and targeting, even in the face of industry <\/span>changes.\u00a0<\/span><\/p>\n

Why You Should Use Non-Authenticated Website Recognition<\/h3>\n

Along with changes in technology and the ever-evolving slate of privacy legislation, our expectations of brand engagement have also changed. We want a quick response time from the brands we engage. And we want transparent, personalized interactions–no matter where or how we’re reaching out.\u00a0<\/span><\/p>\n

By recognizing someone in real-time, even before they’re authenticated, you can start personalizing their experience with the content you know they want.\u00a0<\/span><\/p>\n

At FullContact<\/span>, we enable non-authenticated, <\/span>real-time recognition<\/span><\/a> through a proprietary first-party cookie resolved to a persistent identity layer.\u00a0<\/span><\/p>\n

Our customer recognition solution empowers you to consistently recognize your customers and prospects, even before they log into your site, give you their name on a service call, or sign in to your mobile app. Identifying them at the individual level allows you to create relevant personalized messaging to create an exceptional experience.<\/span><\/p>\n

Access to Hashed Email<\/h3>\n

With third-party cookies and Mobile Ad IDs becoming less accessible, email is becoming the most reliable method of cross-device identification. Most people have several email addresses but rarely change them, so unifying those addresses to a real-verified person will provide a long-term, reliable identity resolution capability. <\/span><\/p>\n

Starting with a hashed email empowers you to:<\/span><\/p>\n