La transition vers l'ère post-cookie et la gouvernance de la First-Party Data : Cadre conceptuel et enjeux stratégiques pour le marketing digital

Abstract

The gradual phase-out of third-party cookies by major web browsers, coupled with increasingly stringent data privacy regulations (such as GDPR and Morocco's Law 09-08), marks a critical turning point in digital marketing practices. Deprived of traditional behavioral tracking methods, organizations are compelled to redesign their customer acquisition and retention strategies by placing proprietary data (First-Party Data) at the core of their operations. This conceptual review paper aims to clarify the theoretical foundations of First-Party Data and structure a comprehensive framework for its governance. Based on a synthesis of recent literature, we provide a clear typology of marketing data (Zero, First, Second, Third-Party) and identify three core pillars of data governance: architectural (Customer Data Platforms), ethical/legal (dynamic consent management), and organizational (IT-Marketing-Legal alignment). Finally, the article outlines strategic implications for practitioners and establishes a future research agenda to guide organizations through this digital transformation.