How marketing services agencies are using first-party data to survive the 2025 cookie apocalypse

The marketing industry in 2025 is shifting fast. Third-party cookies have lost roughly 70% of their effectiveness in Q3, pushing agencies to rethink how they understand audience behaviour. Many teams are now turning to first-party and zero-party data to rebuild trust and deliver accurate targeting without relying on older tracking methods.

This piece outlines how agencies are adapting, offers real examples, and provides a practical checklist anyone can use to review their current approach.

Why first-party data now leads the way for marketing services

Third-party tracking is fading. People expect clarity about how their information is handled, and regulators demand stricter practices. With this pressure in mind, agencies are moving toward information collected directly through websites, apps, subscriptions, and customer interactions.

Zero-party data offers even deeper insight, since people voluntarily share preferences and intentions. This helps create a more honest foundation for tailored campaigns.

Case studies 1. Reach & Amazon Partnership:

UK publisher Reach (which owns many national and regional titles) struck a deal with Amazon to share first-party user data. Rather than relying on cookies, the partnership combines Reach’s contextual and first-party signals to help Amazon better target its ads. This kind of “publisher-first” strategy helps advertisers reach audiences via data that publishers control, not purely third-party cookies.

Key takeaway: Leveraging partnerships can give brands access to quality first-party data, creating more privacy-compliant and scalable audience targeting.

2. Heineken UK:

Heineken has publicly discussed its first-party data journey. Patrick Zinga, their data-driven marketing lead, has spoken about “life-centric segmentation” - building consumer insight not just from purchases, but from behaviour, preferences, and other first-party signals. The brewer also used a customer data platform (CDP) to unify data from external agencies, POS (point-of-sale), and other sources.

In media activation, Heineken UK is combining contextual targeting with attention metrics (via predictive models) as a workaround for reduced third-party cookie reach, showing how they lean on other signal types. With AND Digital, Heineken built a “deal modelling” platform (HeiDeal) that uses data to optimise customer offers, margins, and product mix, reinforcing first-party data usage in sales strategy.

Key takeaway: First-party behavioural and transactional data can be used not just for media, but to also drive commercial decisions.

Tools to lean on in 2026 and beyond

1. Preference centers that let people share content choices and update them at any time
2. Interactive prompts including surveys, polls, quizzes
3. Subscription areas that offer exclusive content in exchange for voluntary details
4. Consent management platforms designed to meet modern privacy rules

Pairing these tools with creativity creates a stronger approach to data-driven marketing.

First-party data audit checklist for marketing services

• ✓ Are you gathering information from every point of contact such as websites, apps, or membership features?
• ✓ Do you give people ways to voluntarily share interests or intent?
• ✓ Is your consent system compliant with current privacy rules?
• ✓ Do your CRM or CDP platforms bring all information together in one place?
• ✓ Can your campaigns run reliably without old tracking methods?
• ✓ Have you updated performance targets to match new realities?
• ✓ Do you explain clearly how personal information improves customer experience?

A full-service marketing agency can help refine each part of this structure, to ensure you’re getting the most out of your marketing operations.

Rebuilding trust and customer profiles in a post-cookie future

Springboard acknowledges that the decline in third-party cookies may feel disruptive and somewhat scary to many companies, but it can be turned into a positive opportunity. When people willingly share information through clear and transparent methods, whether proactive or prompted, brands and agencies can build richer profiles, see stronger long-term engagement and therefore build authentic customer relationships.

A full-service marketing approach can give brands a connected framework to collect insight, maintain compliance, craft stronger content, and activate meaningful campaigns - get in touch to see how we can support you.

Thanks for reading ❤