What the three tiers of first-party data mean for future brand identity strategies | WARC | The Feed
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What the three tiers of first-party data mean for future brand identity strategies
As Google sunsets third-party cookies, and Apple transitions its IDFA to opt-in, identity strategies will become more intertwined with the strength of each brand’s first-party data.
Why it matters
Tools such as cookies have been central to how brands target. Without them, targeting online will have to be substantially rethought.
- There are three tiers of identity – one owns rich first-party data and has the means to deploy it; another owns rich first-party data, but does not have means to deploy it; and the third lacks both.
- Brands will require multiple identity relationships in multiple spaces...
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