Mastering Your Third-Party Data Deprecation Game Plan

For many organizations, third-party data deprecation marks a strategic turning point. As access to third-party signals becomes less reliable, brands are being pushed to rethink how they collect, manage, and activate customer data in ways they can control more directly.

Google’s recent announcement on cookie deprecation is yet another reminder of the fragile future of third-party data. In this session, Nicky Peterse explains how to prioritize data autonomy and build a robust game plan for third-party data deprecation. Learn more about taking ownership of your data, and the importance of breaking reliance on Google and the other big players that control your customer data access and utilization.

Why this topic matters

For years, many marketing and advertising strategies have depended on third-party data and the platforms that made it available. As those foundations continue to shift, organizations face a growing need to take more ownership over how customer data is collected, governed, and used.

That creates both pressure and opportunity. The pressure comes from losing familiar signals and workflows. The opportunity comes from building a more durable, privacy-conscious approach to customer data that is less dependent on external gatekeepers.

What this session explores

This discussion focuses on the need for a stronger, more self-directed approach to customer data in a changing ecosystem.

Why data autonomy matters

Learn why taking greater ownership of your customer data has become increasingly important as third-party data becomes less dependable.

How to think about a deprecation game plan

The session looks at how organizations can build a more robust strategy for navigating third-party data deprecation.

Why reducing platform dependence is so important

Hear more about the importance of breaking reliance on major platforms that control access to customer data and its use.

Why teams should watch

Third-party data deprecation can feel like a moving target, which makes it difficult to know where to focus first. This session helps bring the conversation back to what organizations can control.

If your team is thinking about how to protect access to customer insights, reduce reliance on outside platforms, and create a more sustainable data strategy, this session offers a useful perspective.

Who this session is for

This session is especially relevant for:

• Marketing and digital leaders planning for a changing data landscape
• CRM and lifecycle marketing teams
• Data strategy and marketing technology stakeholders
• Teams responsible for privacy-conscious customer engagement
• Organizations looking to strengthen their first-party data foundation

If your organization is working to prepare for the ongoing shift away from third-party data, this session is a strong place to start.

About the speaker

Nicky Peterse, Principal Customer Success Manager at BlueConic, works with organizations across business verticals and geographies to help them implement the BlueConic customer data platform and create long-term value from their customer data.

His background in technology, implementation, and change management gives him a practical perspective on what it takes to help organizations adapt their data strategies and build stronger foundations for the future.

How BlueConic helps organizations prepare for data deprecation

As third-party data becomes less reliable, organizations need a stronger way to understand and engage their customers using data they can actually control. BlueConic helps make that possible through its Customer Growth Engine, which connects customer data, insights, and activation in one platform.

With BlueConic, teams can:

• Build unified customer profiles using first-party data collected across channels and touchpoints
• Create a stronger foundation for data autonomy by making customer data more accessible and actionable
• Reduce reliance on external platforms by activating insights through owned customer data strategies
• Support privacy-conscious engagement with more control over data collection and usage
• Turn customer data into long-term business value through more durable, connected experiences

These capabilities help organizations prepare for data deprecation with a strategy built around ownership, flexibility, and stronger customer relationships.

Watch the full session

Fill out the form to access the full session and learn how to build a stronger game plan for third-party data deprecation.