Focus on First-Party Data: How Bluecore Continues to Innovate Around Identification
When Google announced its plans to deprecate third-party cookies in Chrome, the message was clear: Retail marketers must prioritize first-party data. Four years later, 83% of U.S. retailers told Criteo they’re “somewhat or extremely” ready for the deprecation of third-party cookies.
However, Google has recently reversed course. Instead of deprecating third-party cookies, the search giant will introduce a new experience in Chrome “that lets people make an informed choice that applies across their web browsing.”
While retail marketers relying on third-party data may breathe a sigh of relief, it’s important not to put all your eggs in one cookie jar. Read on to learn more about Bluecore’s approach, and what our focus on first-party data means for our customers.
Prioritizing privacy and consumer choice
If given the option to block third-party cookies, most people will. In May, eMarketer found that just 17% of U.S. consumers always accept cookies. While Apple’s AppTrackingTransparency opt-in rates for U.S. users have nearly doubled from 13.7% in 2021 to 26.1% in 2024, individual apps controlled the prompt rollout. That influenced opt-in rates over time; Google may see different results.
It’s worth noting that a significant portion of web traffic is already cookieless. Chrome may dominate, but Apple’s Safari and Mozilla Firefox together account for about 37% of U.S. browser market share. Both have blocked third-party cookies for years.
Google’s announcement comes at a time when the industry is seeing a shift toward greater data privacy and consumer control. Nineteen states, representing 43% of the U.S. population, have enacted comprehensive data privacy laws.
As that number grows, brands understand the importance of operating with consumer preferences and privacy in mind. That means continuing to invest in first-party data and cookieless solutions.
The power of first-party data
At Bluecore, we’ve always believed in the power of first-party data. Our platform was built with that focus, and we remain committed to growing our capabilities around the collection, utilization, and activation of first-party data as the foundation of a customer-led growth strategy.
Earlier this year, we introduced two new third-party ID networks, Merkle and LiveIntent. We also launched ID source reporting, ID revenue reporting, and ID benchmarking. By expanding our ID network, we ensure that our customers have a transparent view of the impact identification has on their business.
When retailers can identify their customers, they’re able to target them with relevant signal-based messages. Indeed, our Customer Growth Benchmarks Report found that retailers with the highest identification rates have 53.3% higher repeat purchase rates than average.
This quarter, we’re working to improve our categorization and management of opaque identifiers. These enhancements mean that first-party identifiers are managed effectively, while increasing the accuracy and performance of our ID network.
Operationalizing our ID assessment process is also on deck for Q3. Our customer-facing teams will then be able to conduct independent reviews faster and more efficiently.
Finally, we’re exploring introducing mobile device identifiers to our identification graph. Expanding our ID graph to support device identifiers will enrich the customer profile and provide a more comprehensive understanding of customer behavior.
What this means for our partners
While some competitors rely heavily on probabilistic matching via third-parties, Bluecore is ahead of the curve. Our first-party focus gives our customers access to the most accurate and privacy-compliant data.
With or without third-party cookies, they’re set up for success. Here’s why:
- Privacy Compliance: Our emphasis on first-party data aligns with increasing privacy regulations and consumer expectations.
- Data Accuracy: First-party data provides the most accurate and reliable foundation for understanding and engaging with shoppers.
- Future-Proofing: By reducing reliance on third-party cookies, our partners are better prepared for any future changes in the digital ecosystem.
- Transparent Insights: Unlike black-box solutions, Bluecore provides full transparency into identification techniques and reachability, reducing risk for our retail partners.
The future of third-party cookies remains uncertain. With a strong commitment to driving customer-led growth in a privacy-safe way, our future is anything but.
Learn more about Bluecore’s Transparent Identification Suite here.
