Google has decided to keep internet cookies active, ending a discussion that has been going on for just over five years. Throughout this time, many solutions have been thought of to ensure the smooth functioning of advertising and marketing structures within organizations, the safe navigation of users, and the consumer experience of those who navigate the internet and are impacted by marketing and advertising actions based on this tertiary data for years.
Despite these efforts coming from various fronts, and the end of the cookie end question, the truly satisfactory solution for all sides did not come from cookies, but from the adoption of primary data collection (first-party data) by various organizations. Primary data is essentially something provided by the user themselves. In other words, it is more reliable, more detailed information voluntarily provided, with the user knowing what they are or are not informing about themselves to each organization. With data collected directly from consumers, not only have marketing and advertising actions gained new life, but other tools have been able to and continue to gain space to develop.
This is the case of generative AIs applied to conversational contexts, something that basically represents one of the essential vertices of customer engagement today. Training an AI is extremely complex, but doing so with inferior quality data is much more complicated and can continue to generate noise that negatively impacts the user experience.
The truth is that currently, maintaining cookies is not a decision that will impact companies that are already more committed to creating superior customer experiences, nor those who want to create and train truly revolutionary AI models to assist in their communications.
The integration of AI into the context of engagement and the use of primary data are central issues in a true paradigm shift in brand-consumer communications. The supposed end of cookies has accelerated this, which is positive, and even if cookies persist, it has already been proven that a change is necessary, prioritizing higher quality data.
Only 16% of companies strongly agree they have the data they need to understand their customers, and only 19% strongly agree they have a comprehensive profile of their customers (Twilio Customer Engagement Report 2024). This data gap should not be taken lightly, and we are at a moment where there is an opportunity to address this in a way that will transform marketing and advertising forever.
Initially, collecting primary data may be something that increases costs and is a more challenging task. It is truly a complex endeavor that takes time. However, the current landscape proves that this restructuring is necessary. Third-party cookies will continue to exist, but companies that increasingly respect user experience will be the ones with real competitive advantages, the ones with the most well-trained and efficient AIs, and those who can say “we respect your data” with 100% certainty and customer approval – the main focus of this relationship.
This behavior will become increasingly important until it is understood as the real way to compete in the market. That’s why my advice to organizations is: start investing in collecting primary data, invest in training your AIs with it, and focus on the customer. This will determine your future and survival in a time that is not as far away as it may seem.
