The rules and systems dealing with data privacy are constantly evolving. One way many tech companies are keeping up with such changes is to eliminate the use of third-party cookies.
In this article, you’ll learn what’s changing in data privacy as of July 2021 and how these updates affect Klaviyo web tracking.
In 2021, Apple and Google announced significant changes aimed at eliminating the use of third-party cookies.
With Apple’s iOS 14.5 update, users will need to explicitly opt in to be tracked.
Meanwhile, Google plans to eliminate third-party cookie tracking in 2023.
About Customer-First Data
Customer-first data is data that’s sourced directly from a prospect or customer. It includes both zero-party data (information that someone proactively gives to you, like their email address, phone number or birthday) or first-party data (information observed by a brand about someone on their owned properties, like what products they clicked on your website). All customer-first data can be used to create special and personalized communications with individual users.
How Data Privacy Changes Affect Klaviyo
Isn’t Klaviyo a third party? Doesn’t that mean it’s all third-party data?
The answer to this is no. While Klaviyo could technically be considered a third-party marketing platform, the data you use in Klaviyo is not third-party data. Klaviyo gives you everything you need to collect, analyze, and build campaigns with customer-first data, using straightforward methods like forms for email address capture. And the data you collect is yours to use.
Does this mean display ads won’t work anymore?
Nope! They’ll still work, but third-party prospecting and retargeting through display ads could be less effective. If brands can’t access as much rich data about individuals, it could make ad targeting more challenging and less efficient. Plus, attribution windows on advertising platforms may be shorter, causing lower activity attribution and therefore a lower return on ad spend (ROAS).
How will the end of third-party cookies affect my ability to track user behavior with Klaviyo?
With more than 265,000 forward-thinking brands trusting Klaviyo for their ecommerce marketing, we maintain a modern platform that gives you control of your customer data so that you can focus on growing your business.
Klaviyo’s platform empowers you to own your data and does not rely on third-party cookies to track user behavior, which is why our customers are already well positioned in the shift toward first-party cookie tracking. Klaviyo encourages the compliant collection of your users’ data as they come to your site, so that you can deliver personalized messages to subscribers and continue growing your business.
What Else to Look At
You may want to audit your other marketing technologies to check if they comply with the new data privacy standards. For example, check your services that provide cross-website user identity matching, exit intent email collection, and APIs that may send customer event data into Klaviyo.