How identity is evolving in a privacy-first, post-cookie market

Privacy regulation and cookie deprecation are a positive for the future health and next stage of growth for the advertising and marketing industry, as well as for the long-term developments of the digital marketing ecosystem.

Consumer needs and behaviours are changing rapidly and continuously, making identity an intrinsic piece of the puzzle for marketers wanting to obtain a complete understanding of their customers and forge stronger connections.

Data collection is critical to sustained competitive advantage and, with the changes brought about by privacy regulation and cookie deprecation in full swing, marketers need to rethink the adoption and application of identity solutions.

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