"In the last few years, changes in traditional analytics tracking, stringent privacy and data collection regulations, and tracking limitations by certain browsers and operating systems have created significant measurement and strategy challenges for marketers."
"Most marketers are used to leveraging third-party cookies and device identifier to drive audience building and retargeting strategies but are quickly learning that the macro data regulations will limit brands' and advertisers' ability to target and personalize messages to customers."
"Rebuilding signals in a privacy-focused world: Not only will signal loss bring ad effectiveness challenges with personalization and audience targeting, but there will be substantial impacts to campaign measurement and attribution."
"One of the most important efforts for marketers in the coming years is to build greater ownership of their customer data and activation channels, focusing on zero-party and first-party data collection."
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