Read at Hubspot
Google is taking steps to phase-out third-party cookies, but 83% of marketers are still using them. Steve Yap, Head of Google Marketing Platform - Americas, expressed enthusiasm for the future of advertising with a consumer-centered, privacy-forward viewpoint.
"We're at this inflection point, and we are working across the industry to rebuild advertising as we know it," Yap says. "We will redefine it, and we'll do so with a consumer-centered, privacy-forward viewpoint and perspective - and that's pretty motivating."
Privacy is a top concern for consumers, with 81% worried about how companies use their personal data. Marketers must prioritize privacy as a vital pillar of their advertising strategy to build consumer trust.
"Marketers have always done a great job of addressing consumer needs. And right now, consumers need to feel like their data is being respected, and that the one-to-one relationship between a consumer and a brand is being valued by the company," says Yap.