"Arguably, the last couple of years have taught us more about the digital world than ever before. Changes around data, privacy and consent have forced technology to evolve, encouraging a shift toward a mature and future-proofed approach. As we move into a cookie-less future and adapt to the ever-changing social landscape, strategies must be agile to keep pace with change. Here are five opportunities to optimize your marketing in 2023."
"Using the available tools to fill the gaps in broken user journeys is more important than ever as businesses battle with the decline of cookies. One of the many innovative developments born from this shift is Google Signals. To implement effective modeling, the platform holds data on users logged into a Google account on their mobile or desktop devices if they have consented to ads personalization."
Recent changes in data, privacy and consent have pushed technology toward more mature, future-proofed approaches. Strategies must become agile to operate in a cookie-less future and an evolving social landscape. Google has set July 1 as the date to disable Universal Analytics, requiring businesses to migrate to the data-driven model in GA4. Using tools to fill gaps in broken user journeys is increasingly important as cookies decline, and Google Signals can enable modeling using consented Google account data. Transitioning to GA4, implementing comprehensive data, sculpting the platform to business needs, and embracing automation are essential steps.
Read at The Drum
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