The three tiers of first-party data strength and what they mean for brand’s identity strategies

Looks at brands’ identity strategies, and how to prepare for a cookie-less future, given the current state of each brand’s first-party data.

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

The media and marketing industries are all talking about the need for today’s marketing organizations to sort out their identity strategies in the face of monumental industry data upheavals, everything from evolving privacy legislation to Apple’s deprecation of IDFA and Google’s discontinuation of third-party cookie support. These are important conversations, but we’d be remiss to speak in broad strokes regarding the challenges that organizations face right now as they navigate the future of customer experiences and personalization. A...

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