"The most urgent shift facing marketers isn't generative AI - it's the growing wave of privacy regulations and the decline of third-party data. With laws like GDPR, CCPA, and others gaining traction globally, marketers are being forced to rethink how they collect, use, and protect customer data. What's changing: Consent is non-negotiable. Users expect transparency and control over their data - and regulators agree. Third-party cookies are disappearing. Browsers and platforms are phasing them out, which means behavioral targeting is getting harder. First-party data is now gold. Marketers need to collect it directly and use it responsibly."
"Double down on first-party data. Incentivize sign-ups, create gated content, and build value-driven email lists. Loyalty programs and surveys also help you gather data with consent. Prioritize trust and transparency. Make your privacy policies human-readable. Tell users what data you're collecting and why - and actually follow through. Adopt privacy-compliant tech. Use tools like customer data platforms (CDPs) that unify, protect, and activate your data while staying compliant."
Privacy regulations and the decline of third-party cookies are the most urgent shifts affecting marketing. Consent must be explicit and users must have control and transparency over their data. Third-party behavioral targeting is becoming less viable as browsers and platforms phase out cookies. First-party data and zero-party data now hold primary value and must be collected ethically. Marketers should incentivize direct data collection through sign-ups, gated content, loyalty programs, and surveys. Privacy-compliant technologies like CDPs should be adopted to unify and protect data. Contextual targeting and regular team training on privacy practices are essential.
Read at MarTech
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