Consumers want to be targeted with ads tailored to their needs and desires but are also more aware of their own privacy and the misuse of personal data. Businesses need to understand how to balance personalization and privacy by implementing strategies that allow for secure multi-party analytics.
With an increase in legislation, the privacy landscape is a moving target for brands. Businesses are diverting precious resources away from improving personalization relevance to maintaining global privacy compliance. The two shouldn’t be working against each other.
As we approach the death of the third-party cookie, brands need to prepare themselves for the seismic change in personalization and digital marketing to ensure that they have are delivering the right message at the right time to customers.
Changing attitudes, new and evolving regulations and the demise of third-party cookies have shifted traditional marketing practices towards zero party data as the favored solution.