A more thoughtful approach to the cookieless future and customers’ deserved data privacy
The current approaches to activating, managing, and measuring audiences and digital media performance are all being challenged with the roll-out of regulations, deprecation of third-party cookies, and restricted access to advertising ID. Organizations need to evolve, adapt, and develop migration plans and long-term strategies to continue to drive growth using next-generation audience platforms, identity solutions, and innovative measurement approaches.
In the face of an increased focus on consumer privacy, what capabilities you and your brand invest in will decide your ability to measure digital media effectively in the future. Here is what we believe to be the future of digital media:
- Direct connection of marketing data, from server, website, or CRMs to ad platforms. (eg. Facebook's Conversion API )
- First-party and partner data sharing within privacy-compliant data clean rooms to enable predictive analytics, segmentation, and conversion modeling (eg. Merkle Sokrati's MiFO)
- Data and Tech solutions that empower first-party data collection, unification, analytics and activation (eg. CDPs)