A significant chunk of the internet is about to become untrackable for marketers. As part of an effort to combat advertising fraud, Google is about to make it easier for internet users to block cookies that originate from a different website (cross-site cookies). With Google Chrome controlling about two-thirds of the internet, the impact of this change will be huge—and marketers need to get ready.
It’s the latest in a growing movement toward digital identity becoming decentralized, regulated, and cloud-based, and ultimately controlled by the users. Marketers who don’t want to be left out will need to adopt new strategies and tactics to safeguard privacy while making strategic use of data to provide customers with the services and products they demand.
Key takeaways:
- As privacy and security regulations become more stringent, marketers
will need to find ways to extract more value from their first-party data and become less reliant on third-party data.
- IT and marketing need to collaborate to create customer data platforms (CDPs) meet regulatory requirements while delivering the greatest value for the end customer.
- Marketing strategy needs to evolve from transparency to consent, and ultimately to user control.
