92% of Marketers Are Already Sitting on a Data Goldmine Amid Imminent Sunsetting of Third-Party Cookies

The phasing out of third-party cookies, initially met with skepticism, is now seen as a chance to enhance consumer trust. In the region, 84% of organizations support consumer data privacy and embrace this change. Additionally, 64% of consumers prefer engaging with brands that collect data directly from them rather than through third parties.

New research conducted by Twilio reveals a shift in attitude among marketers in the Asia-Pacific (APAC) region regarding the phase-out of third-party cookies. Despite initial skepticism, marketers now recognize the potential of building greater trust through alternative data sources, particularly zero and first-party data. According to the study, 90% of APAC marketers believe that the demise of third-party cookies could lead to increased use of zero-party data, which is directly and voluntarily shared by customers. Additionally, 92% of marketers in the region believe that phasing out third-party cookies can ultimately strengthen trust in advertising. The report explores the implications of the cookieless future based on changing consumer preferences and expectations around data sharing.

The research highlights the growing value of zero-party data, obtained through surveys and direct feedback, allowing brands to personalize marketing efforts, improve services, and foster trust. The study reveals that 92% of APAC marketers are already collecting zero-party data, primarily through surveys, social media polls, and email campaigns. This shift toward alternative data sources aligns with increased consumer expectations around consent and transparency, with 64% of consumers in the region more willing to engage with brands that directly obtain consumer information from them.

In addition to zero-party data, marketers in APAC have turned to first-party data, collected passively as customers interact with owned channels, to expand or nurture their existing customer base. Marketers recognize the positive value of first-party data in personalizing engagement, targeting the right customers, and providing accuracy, flexibility, and control. However, there is still a transition gap in effectively utilizing zero and first-party data, with the main challenge being customer resistance and the need for a refined approach to data collection.

The report emphasizes the importance of clear and understandable information about data usage to increase consumer trust in brands. Consumers are more willing to share data with brands that offer good experiences, are honest and transparent about their policies, and provide personalized ads that offer more options. As brands shift from personalization to individualized customer engagement, the combination of zero and first-party data allows marketers to become orchestrators of the brand experience. With 74% of the region’s consumers willing to share more information with trusted brands, transparent communication, responsible data usage, and consistent value delivery throughout the customer engagement lifecycle will be essential for marketing success.

“In the new consumer data revolution, it is critical that businesses rethink their approach to data to drive more impactful customer engagement. Trust is now the underpinning factor for marketing success, so brands need to be more transparent in communicating how they are using data to unlock meaningful value for consumers,” said Nicholas Kontopoulos, Vice President of Marketing, Asia Pacific & Japan, Twilio.

In conclusion, the research highlights the shifting perspective of APAC marketers towards the phase-out of third-party cookies. The adoption of zero and first-party data is seen as an opportunity to build greater trust with consumers. By leveraging these alternative data sources, marketers can personalize their efforts, improve services, and establish stronger relationships based on trust. Transparent communication, responsible data usage, and consistent value delivery will be crucial in navigating the new digital era and ensuring marketing success.