The Death of Third-Party Pixels: Why First-Party Data is the Future
If you launched your own website tomorrow, you’d own everything: your customer relationships, purchase history, and insights. That’s first-party data, it belongs to you, and no one can take it away.
Your same business relies on pixels to understand performance, retarget your customers that have added your product to cart but yet to purchase, to optimize and measuring success. You rely on your partners, whether measurement providers or DSPs to help in this endeavor, which makes these Pixels “Third-Party Pixels”. Easy enough…
Only 1 problem, let’s take a look at who owns the browsers and operating systems that enables your business to pass your data to your partners:
📌 Google + Apple control 97% of the mobile operating system market (Android & IOS)
📌 Google Chrome + Apple Safari account for over 85% of browser usage.
And when it doesn’t benefit BIG tech, they squash tracking in the naming of privacy (hello Private Relay and Cookie deletion), all of which is increasingly making third-party trackers obsolete.
What happens when your measurement strategy relies on pixels that no longer work?
🚫 You lose visibility.
🚫 You increasingly make decisions on a small part of the pie.
🚫 Marketers without a first-party measurement strategy fall behind.
What can you do? The best marketers don’t rent data, they own it. They need to take matters into their own hands in a way that big tech can’t touch.
Winning in a cookieless world means:
✅ Implementing server-side tracking & clean rooms.
✅ Building privacy-compliant, deterministic attribution models.
The brands that control their data will control their future.
AdTech AI Files latest Pod drop discussing this very topic. On Spotify now: https://lnkd.in/gwTMafsm
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