Marketing and Gaining Reach with 1st Party Data

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This article helps you understand:

Sitecore CDP Cookie Usage Recommendations
Longevity of Custom Audience APIs
Using Front End Matching
Passing data between two 1st Party Cookies

Marketing and Gaining Reach

If you have prepared appropriately and followed the recommendations in Setting server side cookies there should be no need to worry about the new restrictions coming into effect when thinking about using your 1st party data. If you're on the right side of the restrictions when it comes to your Sitecore CDP deployment, then you can consider the following approaches. See the First vs Third Party Cookies article for clarification on types of cookies.

Using Custom Audience APIs

The data that is captured by Sitecore CDP can still be segmented and used with Walled Gardens, which offer Audience APIs. The majority of these work on the following data points:

• Raw or hashed email address
• Raw or hashed phone number

There have been no announcements to suggest that these APIs will be deprecated in the future. If you are not in a restricted industry and have this data in Sitecore CDP, then you will still be able to create audiences for your campaigns with these providers.

Using Front End Matching

Using tools like GTM (Google Tag Manager), data can be passed between two 1st party cookies. This means that data can pass from Sitecore CDP to Google Analytics, for example, as it does today. Both cookies need to be 1st party.

As outlined in the Cookie Consent 101 article, it is important to ensure that, as a Data Controller, you have consent to process the data in this way.

See the below diagram and read Powering Facebook Ads with Sitecore CDP Segments for more information on using Facebook and the Sitecore CDP Custom Audience API.

To learn more about Sitecore CDP and the Google Ecosystem, use the following diagram as a reference and visit Powering Google Adwords with Sitecore CDP Segments.

To help prepare your organization for Data Privacy, we recommend you read the Data Privacy Readiness for Market Leaders article.

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Disclaimer

The author's opinions do not constitute legal or privacy advice in any way whatsoever. Sitecore strongly recommends that you perform your own independent research and/or speak with your DPO and experts within your business when making decisions related to consent, data capture or your responsibilities as a Data Controller.

Ruadhán Barry

Director of Analytics