Changes in consumer privacy in the digital marketing environment are forcing firms to fundamentally rethink their data-driven marketing tactics.
Consumers are becoming more conscious of the importance of their personal information. Simultaneously, tech titans and authorities worldwide are cracking down on the gathering, storage, and sale of consumer data. In addition to Apple’s well-publicized privacy-focused software updates, Google intends to phase out third-party cookies on both Chrome and Android next year in an effort to prevent consumer tracking.
The loss of access to large amounts of third-party data has complicated everything from ad targeting to attribution for advertisers, who have long relied on user-level tracking techniques.
A rising number of businesses are responding by using novel strategies to get consumers to provide their personal information. This can take the shape of first-party data, or information a business obtains directly from its clients, or even zero-party data, or details a client voluntarily provides to a business. Consumers are receiving innovative new re
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