By now, most marketers are aware of the convergence of global factors that will undoubtedly make targeting and measurement more difficult to perform in the future.
- The deprecation of the third-party cookie by Google, which is forcing brands to rethink their entire customer data strategy, all the way from zero-party data through first- and second- to third-party data.
- A byproduct of data deprecation is the intensified creation of “walled gardens” or data repositories that are created and owned by big tech players for data control and monetization.
- New channels such as in-game, in-stream and in-app combined with new environments like the Metaverse are causing marketers and advertisers to reconsider how they collect and interact with customer data.
