3/21/2025
Hey cookie appreciators.
We see you!
Ad experts have spent years investing in third-party data tracking strategies. But in 2025, the sand under that foundation is (unsurprisingly) shifting as the major market frameworks supported by Google, Meta, and others announce their allegiances to first-party data.
This may relieve the sensibilities of basic internet consumers who just want to view a homemade brisket rub recipe without having their ID silently skimmed, but the implications for advertisers go deep and wide.
In case you've already felt the tremors with rising CPMs, we're here to help you adapt, react, readapt, apt (cr: Michael Scott) in a new ad landscape that promises far fewer cookies and none of the weight loss.
Varsity ad experts may skip ahead while the rest of the class refreshes Data 101.
First-Party Data represents the firsthand submissions and interactions by customers within your digital ecosystems. Form submissions, email interactions, and on-site click behaviors for example.
Third-Party Trackers (Cookies) are traditionally installed sans consent when you visit a website, then relay user data back to home base as you browse other sites. Like germs, we've all got cookies--we just don't realize it. Should've named them Cooties.
The sins of unauthorized data collection are finally being atoned for, with Google and other tech leaders spearheading the crusade. By the end of 2025, cookie collection and usage will be largely disabled. The regime change of first-party data will be complete.
We may look back one day to find that AI was the catalyst allowing first-party data to be leveraged powerfully enough to reintroduce privacy to the internet.
AI frameworks take this data and create an adaptive and intelligent predictive analysis of individual consumer behavior, where cookies represent informed guesswork.
Instead of showing ads to “Emily, who visited a handbag site,” Google’s AI lets you target Fashion Enthusiasts–an anonymized compendium of users with similar behaviors.
Marketers looking for AI tools will find more of them integrated into common ad frameworks like Google Performance Max campaigns.
A tsunami of paid AI products has already made landfall, introducing new and powerful ways to design the most effective tech stack to fit each unique brand.
When systems like your CRM, website, and Google are synchronized with first-party AI data tools, you can expect to see an advantageous shift in advertising.
Marketing is adaptation. As AI tools advance marketing efficiency and reach, we can expect to see businesses emphasize new aspects of their marketing strategy.
Cookies had their place in this world, but we won't need to mourn their loss. We are witnessing the emergence of AI-driven improvements in privacy and targeting, where cookies are no longer needed.
Maybe you're finally recognizing that your business needs to make the leap into an AI-advantaged ad space, but you just don't know where to start. Let us help!
Watson is a creative culture ad partner who brings a personal touch to your brand, helping you find the tech stack and strategy to make a splash with your audience.
Holler at us right here, and let us know how you want your business to evolve in this digital world.
Join our email family for design hacks, common marketing mistakes, local resources, and more.