Customer-first data™ is data that’s sourced directly from a prospect or customer. It includes both zero-party data (information that someone proactively gives to you, like their email address, phone number or birthday) or first-party data (information observed by a brand about someone on their owned properties, like what products they clicked on your website). All customer-first data™ can be used to create special and personalized communications with individual users.

Touche, but no! While Klaviyo could technically be considered a third-party marketing platform, the data you use in Klaviyo is not third-party data. Klaviyo gives you everything you need to collect, analyze, and build campaigns with customer-first data™, using straightforward methods like forms for email address capture. And the data you collect is yours to use.

Nope! They’ll still work, but third-party prospecting and retargeting through display ads could be less effective. If brands can’t access as much rich data about individuals, it could make ad targeting more challenging and less efficient. Plus, attribution windows on advertising platforms may be shorter, causing lower activity attribution and therefore a lower return on Ad Spend (ROAS).

With more than 265,000 forward-thinking brands trusting Klaviyo for their eCommerce marketing, we maintain a modern platform that gives you control of your customer data so that you can focus on growing your business. Klaviyo’s platform empowers you to own your data and does not rely on third party cookies to track user behavior, which is why our customers are already well positioned in the shift towards first party cookie tracking. Klaviyo encourages the compliant collection of your users’ data as they come to your site, so that you can deliver personalized messages to subscribers and continue growing your business.

Apple’s most recent iOS 15 announcement is unrelated to third party cookie tracking. Learn more about the possible implications to your business.