How changes in walled-garden privacy policies will impact your adtech and martech technologies
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Discover how changes in wall-garden privacy policies can impact your Adtech and MarTech technologies
With third-party cookies being phased out, the ability for brands to create an alternative identifier to track individuals’ journeys across the web will be limited. As a result of this move, Google will stop providing one-to-one personalised advertising outside of their owned and operated properties. Google’s post-cookie solutions outside of their properties will be entirely cohort-based, and while cohort advertising will be one of several key solutions for cookie-less advertising, it will limit brands’’ ability to target customers based on behaviour and their digital journey.
Luckily for brands, third-party cookies aren’t the only option for recognising their customers and their online behaviour. First party cookies are a better alternative.
First party data is now key to identifying and meaningfully engaging customers and will be king in the cookie-less world.
Key takeaways:
Apple, Facebook, and Google: Privacy or control?
Impact on your Customer-centric strategies
Owning your customer and what technologies can help
ROI through personalisation that scales while adhering to permission granted by consumers
Biren is a Digital Evangelist, who has over a decade worth of experience across Europe and Southeast Asia (SEA). Previous roles at Adobe, Telenor Group and WPP have given him an insight across the Adtech/Martech ecosystem. At Sitecore, Biren is responsible for helping clients leverage the best value for their digital investments. His personal interests are in Data & Analytics, Fintech and the SEA start-up scene.
