Cookies have long been a key technology in the digital marketing landscape. Third-party cookies, in particular, have been a crucial tool for tracking website visitors' behavior and targeting advertising. This has enabled companies to analyze user behavior and deliver personalized ads and content.

However, strengthening privacy regulations and changes in major browser policies are rapidly shifting the digital landscape into a "post-cookie era." Apple's Safari and Mozilla's Firefox already block third-party cookies, and Google Chrome is also moving toward phasing them out.

These changes require a fundamental redesign of how companies collect and utilize customer data. For companies that rely on websites to connect with customers, establishing trust-based data collection strategies and building new data architectures is becoming a critical challenge.

Market needs

The biggest challenge businesses face in a post-cookie environment is how to securely secure customer data. Because existing digital advertising and marketing systems rely heavily on third-party cookies, cookie restriction policies have a direct impact on targeted advertising, user analytics, and conversion measurement.

Amid these changes, the market is expressing the following demands:

• How to Secure Customer Data While Complying with Privacy Regulations
• Building a reliable data collection system based on user consent
• A strategy to reduce reliance on advertising platforms and secure our own data assets.
• A new analytical approach to understanding customer behavior

As a result, companies are forced to move away from structures that rely on external data and build strategies centered on their own customer data (first-party data).

Problems to be solved and directions for handling them

Data strategy in the post-cookie era goes beyond mere technical issues. It involves redesigning data collection methods and customer relationship strategies. Specifically, the following challenges must be addressed:

First, we need a point of contact to secure customer data. Previously, user behavior data could be obtained indirectly through advertising networks, but going forward, data must be secured directly from the website or service platform itself.

Second, customers must have a reason to provide their data. In an environment where awareness of privacy is growing, simple tracking methods for data collection are no longer sustainable. Companies must provide clear value and benefits to users.

Third, an infrastructure capable of systematically managing data is necessary. After data collection, a system for analyzing and utilizing it must be established.

To address these challenges, many companies are adopting first-party data strategies and zero-party data-based approaches.

Challenges from a technology, design, and security perspective

1) Technical perspective

In a post-cookie environment, the website itself must function as a data platform. Furthermore, when designing a website's data structure, integration with AI analysis and personalized recommendation systems must be considered. To achieve this, the following technical elements are becoming increasingly important.

• Building a first-party data collection system
• Introduction of a Customer Data Platform (CDP)
• Server-side Tracking
• Event-based data analysis structure

2) Design perspective

Customer data collection is now closely linked to user experience. Interfaces that provide clear value to users are essential. This structure motivates users to provide data while also building long-term customer relationships. Representative UX strategies include the following:

• Membership registration and profile-based data collection
• Newsletter subscription system
• Content personalization service
• Rewards-based participation program

3) Security and Privacy

Privacy and security are among the most critical elements of any data collection strategy. Transparency regarding data usage and compliance with regulatory requirements are essential. Key considerations include the following, which form the core foundation for securing customer trust.

• Compliance with privacy policies (GDPR, CCPA, etc.)
• User Data Collection Consent Management System
• Data encryption and access rights management
• Establishing data retention and deletion policies

Iropke's approach

To address the changing landscape of the post-cookie era, Iropke proposes an approach that designs websites not simply as information delivery channels but as customer data platforms.

First, we design our website structure around first-party data. This systematically connects various customer touchpoints, including member management, content consumption patterns, and inquiry and consultation data, enabling companies to secure their own customer data.

Second, integrate your content strategy with your data strategy. By providing content that customers are interested in and analyzing user behavior data based on this, you can increase your understanding of your customers.

Third, we design a data structure that takes AI-based analysis and personalization capabilities into account. This will enable the website to evolve beyond a simple information platform into a data-driven service platform that continuously improves the customer experience.

Ultimately, this approach plays a crucial role in helping companies reduce their reliance on external advertising platforms and build a sustainable digital marketing structure based on their own data assets.