Nearly three-quarters of B2C firms in Singapore still rely on third-party data for marketing

Nurdianah Md Nur
Nurdianah Md Nur4/29/2022 04:30 PM GMT+08  • 2 min read
Nearly three-quarters of B2C firms in Singapore still rely on third-party data for marketing
Collecting and relying on first-party data as well as ensuring data privacy are crucial for business survival: Twilio's study. Photo: Vyshnavi Bisani/ Unsplash
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Seventy-three percent of business-to-consumer companies in Singapore are still relying on third-party data for their current marketing strategies. As such, 65% say they are not fully prepared for a cookieless world, according to a survey by cloud communication software company Twilio.

Third-party cookies are now blocked by Firefox and Safari – and will soon receive the same fate with Google Chrome by the end of 2023.

With a key pillar of the advertising- and social media-driven Internet disappearing, collecting and relying on first-party data will be vital for business survival.

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