There’s a strong chance that much of the digital marketing data that businesses have collected up until now is about to become useless.
First, we had the GDPR, then Apple's so-called App Tracking Transparency protocol and, very soon, we will witness the death of the cookie. All of this is no bad thing. This media-side marketing data has been used to pin-point and laser focus; but, too often, strong value propositions or creative fall by the wayside. The medium becomes the message. Just because you can target, doesn’t mean you should. Personalisation for the sake of it is not the answer. Often,...