In the ever-evolving digital marketing world, understanding your customers and staying ahead of your competition is crucial. One way to achieve this is through effective data collection and analysis. However, the landscape of data collection, particularly in the form of third-party cookies, is undergoing a significant shift. This change, known as data depreciation, not only affects the types of data marketers can collect but also how they gather it. So, grab a cup of coffee and join us as we explore what data depreciation is and how you can prepare for it.


What is Data Depreciation?

Data depreciation refers to certain types of data losing their value and becoming less useful over time. Various factors contribute to data depreciation:

  1. Privacy expectations: Concerns over data usage and control lead individuals to sever ties with businesses that do not prioritize their privacy.
  2. Mobile usage: The increasing use of mobile phones and apps makes technologies like third-party cookies less effective. Platforms like Apple are offering users more control over being tracked online.
  3. Laws and regulations: Governments worldwide have implemented stringent rules to safeguard user data, such as the GDPR, CCPA, and Digital Charter Implementation Act.
  4. Technological advancements: Advancements like machine learning enable faster and more efficient data collection without relying solely on specific data types.


Preparing for the Loss of Third-Party Cookies

The phasing out of third-party cookies is currently a hot topic in the realm of data depreciation. These cookies, which track data on one domain created by another, are facing privacy and security concerns. Firefox and Safari already block third-party cookies, with Chrome planning to follow suit by 2024. But fear not, as there are strategies to adapt:

  1. Embrace first-party cookies: Directly created by the visited website, first-party cookies are untouched by data depreciation. Utilize them to track, monitor, and utilize customer data effectively.
  2. Explore cookieless marketing: Though cookies have their uses, advertising can still be achieved without them. Email marketing, contextual advertising, and cohort audiences are excellent avenues to explore.


Impacting Your Marketing Strategy

Data depreciation necessitates a reevaluation of how we collect and utilize customer data. Targeting and personalization, which previously relied heavily on third-party cookies, can now be achieved through alternative means like first-party cookies. Nurturing customer relationships and fostering transparency about data usage are also paramount.


Why Agencies Can Help

With data depreciation on the horizon, partnering with a digital marketing agency can be your solution. Experienced agencies can quickly develop strategies that comply with regulations, optimize CRM platforms, and build trust among your website visitors. By tapping into their expertise, you can save time, stay compliant, and effectively reach your target audience.



Data depreciation may pose challenges, but with the right strategies in place, your business can not only survive but thrive in this changing data landscape. By adapting to first-party cookies and exploring cookieless marketing, you can continue collecting invaluable customer data while staying compliant and maintaining success.