Powering Privacy in a Changing Landscape
User expectations around privacy and personalized experiences are rising as people demand more transparency, choice, and control over how their online data is used. Global data privacy regulations require brands to have user consent for any data collected. This leaves digital marketing teams facing new challenges in the way they collect and activate customer data, and more importantly, it changes how they personalize and measure their campaigns.
About 30% of all browser traffic is third-party cookie-challenged and that number is expected to increase to around 80% by 2023. This, along with changing consumer behaviors and an increased focus on privacy, has impacted how much customer insight is available to businesses and their ability to personalize, measure and improve their campaigns.