1、Zero-and First-Party Data Strategies for Post-Third-Party CookiesTable of ContentsForeword .1 CHAPTER 1:Defining the Difference Between Zero-and First-Party Data .2CHAPTER 2:Gathering Zero-and First-Party Data Effectively .4What Kinds of Data Should I Collect?.4How Do I Collect It?.6CHAPTER 3:How to

2、 Use Zero-and First-Party Data for Personalization&Targeting .8Google Privacy Sandbox .8Alternative Identifier:Deterministic IDs .11Alternative Identifier:Probabilistic IDs .12Email Retargeting .13CHAPTER 4:Leveraging Tactics Together to Maximize the Value of Retargeting .14AdRolls Approach to Futur

3、e-Proof Retargeting .16 CHAPTER 5:Preparing for a Post-Third Party Cookie Worldwith Your Ad Partner .17 CHAPTER 6:How AdRoll is Paving the Way to a Future of Intentional Advertising .20Foreword The planned deprecation of third party cookies on Chrome has been looming over digital advertising for yea

4、rs.As we approach the eventual removal of cookies,the prospect can be a bit unnerving.What does this mean for my business?Will my campaigns continue to run?What can I do to prepare to ensure the best outcome for my business?While one technical aspect of digital advertising is being changed,the core

5、requirement of showing the right ad,to the right audience,at the right time still remains unchanged.This advanced guide is meant to help calm concerns and give the savvy marketer key information and concrete steps to take to help ensure a successful and smooth transition.Rob MyersSr.Product Manager,

6、AdvertisingZero-and First-Party Data Strategies for Retargeting Post-Third-Party Cookies2After the deprecation of third-party cookies(3PCs),zero-party and first-party data play an increasingly important role in campaign targeting,retargeting,and personalization.As a result,its important to understan