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Sav Khetan: Evolve Your Data Strategy With the Trends

October 14, 2021

Via: CMSWire

With two decades of digital marketing experience, Sav Khetan knows how to use first party data to get valuable insights. This skill will be especially useful for others, as privacy laws change across the country, limiting what used to be accomplished by the third party cookie.

“Attribution, targeting, look-alike audiences, media buying and impression tracking were all driven by the third party cookie,” said Khetan, the head of product strategy at Tealium. “Brands could engage consumers from acquisition through conversion without building a direct relationship with them. That approach is not viable once the third party cookie is gone.”

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