The loss of third-party cookies need not spell disaster for the digital advertising industry – it’s an opportunity to adapt and improve. The time has come to embrace first-party data and a consumer-centric approach to advertising.
As technological capabilities accelerate and data regulations increase, brands should home in on data privacy. Focusing on data transparency will ensure you stay out of legal trouble while also earning more loyal, trusting customers. Consumers understand that you have data — it’s how you use it and share your practices that can make or break these important relationships.