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How Brands Use First-Party Data After the Cookie Phaseout
With Google fully phasing out third-party cookies in 2025, brands are scrambling to build first-party data strategies that are both effective and privacy-compliant. In this episode, Lucas and Luna dive into how a mid-sized DTC brand in the outdoor gear space — not a giant like REI — rebuilt its email and SMS acquisition funnel from scratch after losing access to third-party audiences. They break down the specific trade-offs: zero-party data quizzes vs. loyalty punch cards, the surprising CTR lift from preference centers, and why the most overlooked asset is often the checkout page. No theory…
The skinny
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