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Journals / Ekonomi İşletme ve Maliye Araştırmaları Dergisi / 2026 / Cilt: 8 Sayı: 1

A Systematic Literature Review of Zero, First, Second, and Third-Party Data in Digital Marketing: The Post-Cookie Era

Dijital Pazarlamada Sıfırıncı, Birinci, İkinci ve Üçüncü Taraf Verilere İlişkin Sistematik Literatür Derlemesi: Çerez Sonrası Dönem

İbrahim Halil Efendioğlu(GAZİANTEP ÜNİVERSİTESİ)0000-0002-4968-375X
Pages
1–26
Publication Date
2026-04-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Overall, the study positions “personalization without tracking” as an integrated capability challenge spanning analytics, governance, and organizational design.

📌 3 Key Takeaways

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Objective & Hypothesis:This study examines zero, first, second, and third-party data strategies in digital marketing through a systematic literature review (SLR), with a particular focus on the post-cookie era.
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Key Findings & Data:Guided by the PRISMA 2020 protocol, the study qualitatively synthesizes 25 SSCI-indexed articles selected from the Web of Science Core Collection, covering the period 2021 to May 2025.
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Conclusion & Impact:Overall, the study positions “personalization without tracking” as an integrated capability challenge spanning analytics, governance, and organizational design.
🔬Design:Review & Systematic Survey
📍Scope:2020 Verileri
⚙️Variables:Sıfır Taraf Veri · Birinci Taraf Veri · İkinci Taraf Veri

Abstract

This study examines zero, first, second, and third-party data strategies in digital marketing through a systematic literature review (SLR), with a particular focus on the post-cookie era. Guided by the PRISMA 2020 protocol, the study qualitatively synthesizes 25 SSCI-indexed articles selected from the Web of Science Core Collection, covering the period 2021 to May 2025. By structuring the evidence through the Theory, Context, Characteristics, and Methodology (TCCM) framework, the review finds that the deprecation of third-party cookies is not merely a technical disruption. Instead, it represents a strategic shift toward consent-based and relationship-oriented data architectures, where marketing performance is increasingly shaped by legitimacy and governance. Zero-party data (ZPD), intentionally and proactively shared by consumers in exchange for a transparent value trade-off, and first-party data (FPD), behavioral data captured through a brand’s own touchpoints, constitute the operational foundation of privacy-sensitive personalization. Second-party data (SPD), shared through managed partnerships, offers a controlled pathway to scale, whereas third-party data (TPD) sourced from external providers is increasingly characterized as a high-variance and risky resource due to declining transparency and “accuracy erosion.” The literature highlights three dominant adaptation pathways: strengthening internal data infrastructure (CDP/CRM) to unify first-party signals, replacing deterministic tracking with probabilistic and customer-journey-based modeling approaches, and adopting privacy-preserving technologies such as blockchain. Overall, the study positions “personalization without tracking” as an integrated capability challenge spanning analytics, governance, and organizational design. Overall, the study positions “personalization without tracking” as an integrated capability challenge spanning analytics, governance, and organizational design. By addressing the fragmented nature of the current literature identified through the TCCM analysis, this study integrates these findings into the proposed "Marketing Data Re-Architecture Triad," providing a unified strategic roadmap that effectively bridges the theoretical gap in the post-cookie era.

Özet

Bu araştırma, dijital pazarlamada sıfırıncı, birinci, ikinci ve üçüncü taraf veri stratejilerini, özellikle çerez sonrası (post-cookie) döneme odaklanarak sistematik bir literatür taraması (SLR) ile incelemektedir. PRISMA 2020 protokolü rehberliğinde yürütülen çalışmada, Web of Science Core Collection veri tabanından seçilen ve 2021-2025 (Mayıs) dönemini kapsayan 25 SSCI indeksli makale nitel sentez yöntemiyle analiz edilmiştir. Kanıtların Teori, Bağlam, Karakteristik ve Metodoloji (TCCM) çerçevesinde yapılandırıldığı inceleme sonucunda, üçüncü taraf çerezlerin kullanımdan kaldırılmasının yalnızca teknik bir aksama olmadığı; pazarlama performansını meşruiyet ve yönetişimin şekillendirdiği, rızaya dayalı ve ilişki odaklı veri mimarilerine doğru stratejik bir kaymayı temsil ettiği belirlenmiştir. Tüketicilerin niyetlerini şeffaf bir değer takası karşılığında proaktif paylaştığı sıfırıncı taraf veriler (ZPD) ve markanın kendi temas noktalarından elde edilen davranışsal birinci taraf veriler (FPD), gizliliğe duyarlı kişiselleştirmenin operasyonel temelini oluşturmaktadır. Yönetilen ortaklıklar aracılığıyla paylaşılan ikinci taraf veriler (SPD) ölçek kazanmak için kontrollü bir yol sunarken, harici sağlayıcılardan alınan üçüncü taraf veriler (TPD), azalan şeffaflık ve "doğruluk erimesi" nedeniyle giderek daha yüksek varyanslı ve riskli bir kaynak olarak nitelendirilmektedir. Literatürde üç temel uyum yolu öne çıkmaktadır: birinci taraf sinyalleri birleştirmek için dahili veri altyapısının (CDP/CRM) güçlendirilmesi, deterministik takibin yerini olasılıksal ve müşteri yolculuğu tabanlı modellemelerin alması ve blok zinciri gibi gizliliği koruyan teknolojilerin benimsenmesidir. Sonuç olarak çalışma, "izleme olmaksızın kişiselleştirmeyi" analitik, yönetişim ve organizasyonel tasarımı kapsayan entegre bir yetenek meydan okuması olarak konumlandırmaktadır. Genel olarak bu çalışma, “izleme olmaksızın kişiselleştirmeyi” analitik, yönetişim ve organizasyonel tasarımı kapsayan entegre bir yetenek meydan okuması olarak konumlandırmaktadır. TCCM analizi aracılığıyla tespit edilen mevcut literatürün parçalı yapısını ele alan bu çalışma, elde edilen bulguları önerilen “Pazarlama Verisi Yeniden Mimari Üçlüsü” içerisinde bütünleştirerek çerez sonrası dönemdeki teorik boşluğu etkili bir şekilde kapatan birleşik bir stratejik yol haritası sunmaktadır.

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Cite This Article

Efendioğlu, İ. H. (2026). A Systematic Literature Review of Zero, First, Second, and Third-Party Data in Digital Marketing: The Post-Cookie Era. Ekonomi İşletme ve Maliye Araştırmaları Dergisi, Cilt: 8 Sayı: 1, 1–26. https://doi.org/10.38009/ekimad.1795729

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