Refreshing rewards: How HEINEKEN USA reduced reliance on third-party data

Beer brand HEINEKEN devised a strategy to gather first-party customer data.

The future of identity

This article is part of a series of articles from the WARC Guide to the future of identity. Read more.

The need to move away from third-party data has never been more urgent. Privacy regulation like the GDPR and CCPA, as well as browser privacy changes all mean the third-party cookie is past its expiration date.

As a global brand, HEINEKEN USA was already aware of these drawbacks, not to mention the commercial concerns associated with using third-party data as a shared resource among competitors.

While the team was fully aware of the need...

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