A Privacy-First Approach to Data
At LeadsRx, we pride ourselves on being early adopters of consumer privacy and consent practices with a default policy of collecting anonymous data through our platform. LeadsRx products include a purpose-built identity graph that unifies customer journeys across browsers, apps, and devices.
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LeadsRx Captures Customer Journeys Without Third-Party Cookies
Without relying on invasive, third-party cookies, the LeadsRx technology maintains a privacy-first approach to helping marketers analyze important data to improve their customer acquisition activities. We will always maintain our unwavering commitment to protecting consumer privacy rights.
Protecting Consumer Privacy is not Optional
Consumers tired of constantly being barraged with marketing have demanded better protection of their data privacy. Regulators and web browsers have listened.
More and more states have online privacy legislation in place; California led the way with the California Consumer Protection Act (CCPA) in 2018, and Europe has had the General Data Protection Regulation (GDPR) in place for a few years. A stronger version of the CCPA – the California Privacy Rights Act (CPRA) – will take effect in 2023. Other states with similar regulations include Colorado, Connecticut, Utah, and Virginia; and more are sure to enact similar laws.
Apple continues to make updates to its operating system in an effort to give consumers what they want – data privacy. Marketers used to be able to track when someone opened an email with their iPhone, including seeing what they clicked on and viewed once they opened it. Now, Apple has enabled the ability for “hiding email opens.” In addition to hiding emails, Apple has made it easier for users to “opt out” of being tracked each time they install a new app on their iPhone. Research shows most people indeed opt out, which means they are breaking that information chain that advertisers previously relied upon.
Google wants to do right by consumers, the folks using its browser, so the deprecation of third-party cookies is coming. Third-party cookies are those scripts or tags used to place a cookie, or tracker, that activates when a user clicks on a button, fills out a form, or performs another action. Google has delayed the death of those cookies until 2024
Taking a First-Party Data Approach
This blog post does a good job of explaining cookies, cookie deprecation and consumer privacy in general, but here’s a quick breakdown of the differences between first-party and third-party data – and why first-party data is the way to go for marketers.
Third-party data is any information collected by an entity that does not have a direct relationship with the person from whom the data is being collected. Typically, third-party data is collected from a variety of websites and digital platforms. That conglomeration of data is then aggregated by a third-party data provider to build a customer profile. Types of info include income level, gender, household data.
Third-party data is often referred to as data collected through third-party cookies, those digital web browser crumbs that leave a trail from the consumer to a website or brick-and-mortar store where they become customers by making a purchase.
First-party data is information that a company collects directly from its customers, site visitors, and social media followers – essentially anyone who left a direct footprint on their business doorstep and consented to providing their information.
This type of data means the advertiser collected the data firsthand to use for retargeting, including data within a CRM, subscription data, social data, customer survey or feedback information, and data from actions made or interests expressed across a company website or app. Types of data include IP address, pages visited, anonymous IDs.
To learn more about how LeadsRx handles its customer data, visit our privacy page.
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