Privacy-First Marketing Isn’t Always Easy – But It’s 100% Worth The Fight
Browsers, including Safari and Firefox, have already blocked the use of third-party cookies, but rather than be proactive to find new solutions, some marketers have stuck their heads in the sand and ignored the scale of the challenge they’re facing.
Others are devoting their energy to looking for new ways to achieve the same granular tracking and targeting of individual consumers as they had before. Ultimately, what these developments mean is that the sort of granular measurement and attribution that CMOs have become accustomed to may no longer be possible.
Instead, they should recognize that new privacy laws and restrictions are intended to transform our industry into a better, more transparent ecosystem. As an industry, we need to embrace the opportunity to use privacy-compliant, anonymized consumer data sets and find more respectful ways to engage target audiences.