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#TheFutureofMeasurement: Part 3: Crafting a first-party data strategy is more urgent than many think

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If they hope to adapt to the new regime, they will need to design and implement first-party data strategies that both meet their need for information, as well as building and nurturing lasting relationships with their customers.
So what data do we have access to?
In the wake of Google’s announcement that it would no longer be tracking or holding individual data, as well as Apple’s announcement that iOS 14 users would have to opt in to sharing the data with every app they use, brands are now significantly more dependent on collecting first party data for their marketing purposes. ....

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#TheFutureofMeasurement: Part 2: A world without cookies? What next?

While useful for ad targeting, there is no doubt that third party cookies are invasive, deny consent, and slow down the browsing experience. For many concerned about their privacy, the faster third party cookies are a thing of the past, the better.
For this reason, and in response to a growing privacy-centric regulatory regime, Google’s Chrome will be the latest in a list of browsers looking to ditch third party cookies come 2022, taking their lead from Firefox and Safari which began blocking ad trackers back in 2017.
An interesting year has just flown by, in which it feels like all things digital are under pressure - the adtech ecosystem is contracting, Facebook is being slammed as usual, Google is in a showdown with French publishers, and cookies are errr. crumbling. ....

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