Companies like Google and Apple, as well as regulations like GDPR and California's Consumer Privacy Act, will limit the usefulness of third-party cookies to drive personalized digital experiences. Companies will therefore need to turn to first-party data they collect from their own users to delivery real-time, valuable, personalized digital experiences.
- how-to-build-trust-website - Establishing trust with users will be critical for organizations holding and using first-party data
- Personalization makes demographics obsolete - Consumers increasingly expect experiences to be personalized for a "demographic of one"
- Unreliable access to third party cookies will force digital marketers to rely on first-party data
MIT Technology Review Insights. “In a Cookieless Future, Half-Baked Marketing Won’t Do.” MIT Technology Review, April 28, 2021. https://www.technologyreview.com/2021/04/27/1023164/in-a-cookieless-future-half-baked-marketing-wont-do/.