With the evolution of privacy regulations — GDPR, the data reform bill, the elimination of third-party cookies, and things like app and email open tracking blocks by Apple — there is an opportunity for marketers to move beyond tracking and retargeting and improve how businesses engage with customers, making the overall experience better, richer and most importantly driven by the customer.
‘Cookies’ — or tracking technology — have always been something marketers have relied on to deliver customers with personalised advertisements. They have long been the standard as it gives marketers detailed visibility into performance, and allows ad platform algorithms to optimize and significantly reduce the cost of customer acquisition. But it’s intrusive, and the customer is a passive participant.
