The “buyer beware” attitude that long dominated within the third-party data ecosystem is—thankfully—becoming a thing of the past. That’s because a number of industry forces are driving us toward a future where high-quality, trusted third-party data is becoming easier to find and identify. More importantly, quality and trust are becoming absolute necessities for success in data-driven marketing.
Today’s marketers understand the importance of personalized marketing and ensuring that their messaging resonates with customers and prospects on a true 1:1 level. But at the same time, the pivot toward a cookieless landscape and privacy as the default state continues to transform the tools available to brands and agencies when it comes to identifying and communicating with consumers on an individual level. Previously relied-upon identifiers—third-party cookies being just one example—continue to vanish from the playing field, new privacy regulations abound, and walled gardens are building their walls ever higher when it comes to user data.
People in our industry have spent a lot of time talking about the “loss” of third-party cookies, suggesting that the end result of Google’s deprecation of these identifiers in Chrome will ultimately represent a setback for digital marketing. But what if we were to flip that notion on its head for a second? What if this “loss” is actually a gain for our industry?
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