How to get data? How do businesses make it successful in the age of ever-evolving data privacy regulations? How can your business genuinely gain loyal customers in the future? These are some serious questions that businesses must ask themselves before it's too late. A Marketer's Dilemma: Collecting Data beyond third party cookies Since the EU's General Data Protection Regulation (GDPR) fined large to small-medium-sized enterprises for violating the cookie consent policy, businesses have needed clarification about how to ask people for personalized marketing and advertising data. And that’s what consent preference management does. As if stringent privacy laws were not enough, famous internet browsers like Apple's Safari and Mozilla's Firefox have already deprecated third-party cookies. And even Google is following suit and plans to deprecate third-party cookies by 2024. For those who don't know, third-party cookies are small text files deployed onto the user's devices to collect their data for behavioral profiling and targeting by any entity other than the website. Third parties have long been marketers and advertisers' abode to collect personal data from the user and devise a marketing or advertising campaign targeting specific people based on their behavior patterns. Though third-party data has been beneficial for marketers to provide a better customer experience, the customers have yet to be at ease knowing how their data has traveled and been exposed to unknown companies without their consent. Marketers need to adapt to the ever-changing business and data privacy landscape. Big tech doesn't want to come off as arrogant and deceitful, and that's why some of them have stopped third-party cookies by default. They are building strict privacy safeguards in their platforms, which will discourage and limit the use and sharing of data with third parties. For example, Facebook is currently developing a Limited Data Use (LDU) feature that will disable the use of personal data of California's citizens with Third parties. Apple has created a stricter data policy for app developers and ad publishers. Also, Google is testing out its Privacy Sandbox, which they say will help advertisers process data without hurting personal privacy and privacy laws. However, some top advertising companies are concerned that Google's Privacy Sandbox might give google a monopoly in the advertising industry, leaving them only a bit. https://adzapier.com/consent-preference-management-marketers-guide

1. A Marketer's Dilemma:
Collecting
Data Without
Paying Fines

2. 1
Since the EU's General Data Protection Regulation
(GDPR) fined
Apple's Safari and Mozilla's Firefox have already
deprecated third-party cookies.
Google is following suit and plans to deprecate
third-party cookies by 2024.
Marketers need to adapt to the ever-changing
business and data privacy landscape.
Big-Tech companies are building strict privacy
safeguards in their platforms, which will discourage
and limit the use and sharing of data with a third party.
Facebook is currently developing a Limited Data Use
(LDU) feature that will disable the use of personal data
of California's citizens with Third parties.
Apple has created a stricter data policy for app
developers and ad publishers.
Google is testing its Privacy Sandbox, which they say
will help advertisers process data without hurting
personal privacy and privacy laws.
AMarketer'sDilemma:
CollectingDataWithoutPayingFines
$877M
Amazon
$410M
Meta
$225M
WhatsApp
$102M
Google
$41M
H&M
83% of marketers
rely on third party
cookies
$22 Billion spent
on 3rd party data

3. 2
1. Third-party cookies are dead.
2. Data privacy laws will become stricter.
3. It will become more complex and challenging for a
business to collect personal data.
The advertising industry will suffer $10 Billion
due to the demise of third-party cookies.
Google has estimated that Ad publishers will
lose around 50-70% of their overall revenue
due to banning third-party cookies over the
coming years.
BusinessWire shows that 95% of the business
are not compliant with GDPR, and 90% need
to be obedient to CCPA/CPRA.
As per a report by Adobe, more than 70% will
likely engage and buy from a brand they trust.
RevenueRecession:
Whatdomarketersneedtoworryabout?

4. 3
Consent preference management is when
customers willingly give marketers information
about their preferences to receive better, more
personalized communication and experiences.
Consent Preference Management helps your
business to build:
• A responsible industry leader
• A trustable brand
• Loyal customers
The data that the customer voluntarily gives is
also known as first-party or zero-party data. It
is the most vital first-party data a brand can
hope for.
First-party or Zero party data is the most basic
and essential data a brand could get.
First-party data includes:
• Name
• Email-id
• Phone number
• Address
• Bank account numbers
• and much more
It also contains communication preferences
and the frequency of newsletters or other
content that is marketed to them.
ConsentPreferenceManagement:
BuildingAuthenticity

5. 4
First-party data has more credibility as it is collected directly from the
customer. This helps you to know a better psychological and
behavioral understanding of the consumer.
One of the best ways to get first-party data from your consumer is by
asking for their preference, interest, and interaction platform. This can
be done through a form on a website, at the point of sale, or during
social media and other live event interactions.
I get it. But where do I start?
• To start capturing first-party data, first review your current data
collection touchpoints.
• Analyzing and refining your current data collection touchpoints must
include opt-in forms like email newsletters and another signup form.
• You can ask users to tick checkboxes if they want to receive the
weekly or monthly newsletter.
• Ask what type of content they want to see more often; for example,
marketing, sales, b2b writing, etc.
• Incorporating these in-context opt-ins will significantly impact your
first-party data collection.
• Place these signup forms within your article, below the headline, in
the middle, or at the bottom.
Content:Lookingatconsentbeyondcookies
Consent Preference Management will help marketers and advertisers to:
Segmentation Buyer Persona Personalized Content
Audience Engagement
Enhanced Customer
Experience
Brand Loyalist

6. 5
The reports by the PR firm Edelman found that trust was the
second most important factor after the price for consumers to
engage with your business.
How to build trust:
With trust as the new currency of the digital world, it's crucial to
systemize your business operation to capture the consent and
preferences and provide transparency to the user of the data you
have collected. And this is where Adzapier comes in.
Trust:TheOnlySuccessFactor

7. 6
Adzapiers' Consent Preference Management provides solutions that synthesize
your information and prioritizes your customer relationships by merging
collected consent in one place and managing your communication for marketing
compliance with multiple data privacy regulations worldwide.
Adzapier's Consent Preference Management gives you the following:
• Keep user consent and privacy preferences in one place.
• Store multiple preferences from each user (e.g., if you have
various newsletters or opt-ins).
• Store whether a user is verified with double opt-in.
• Get the history of consent from each user.
• User-friendly dashboard for analyzing consent records.
• REST API and JavaScript SDK to give you complete control
and how and when consent is stored.
• An easy-to-implement JS widget to simplify the consent
tracking received through online forms.
• For each consent, track the legal notice or privacy notice
the user has accepted.
• Integrate with Mailchimp Webhooks (other webhooks
integrations are in the pipeline).
• Update consent preferences across third-party tools (such
as Mailchimp, Intercom, and Marketo).
• You can watch the session recording saved in Adzapier
Portal when a user consents.
Sources:
https://www.tessian.com/blog/biggest-gdpr-fines-2020/
https://www.statista.com/topics/7693/third-party-cookie-deprecation
https://aniview.com/third-party-cookies-are-cancelled-what-it-means-for-marketers
Adzapier'sConsentPreferenceManagement