Currently, the potential threat of third-party cookies’ removal has become the key driver of change across the sphere of digital marketing. These small pieces of code have been useful to marketers in that they help in tracking the behavior of users across the world wide web for advertising. However, due to the awareness of privacy concerns and the protection of individual information, legislation has been developed that has put pressure on companies like Google to change their strategies. As the world prepares for the elimination of third-party cookies, privacy-led marketing has emerged as a solution. This article looks at how regulations affect marketing changes and discusses the issues with third-party cook...
Currently, the potential threat of third-party cookies’ removal has become the key driver of change across the sphere of digital marketing. These small pieces of code have been useful to marketers in that they help in tracking the behavior of users across the world wide web for advertising. However, due to the awareness of privacy concerns and the protection of individual information, legislation has been developed that has put pressure on companies like Google to change their strategies. As the world prepares for the elimination of third-party cookies, privacy-led marketing has emerged as a solution. This article looks at how regulations affect marketing changes and discusses the issues with third-party cookies, why they are being eliminated, and why marketing based on privacy first is the answer.Current and previous live examples have indicated that privacy-first marketing approaches can indeed deliver favorable outcomes. For instance, The New York Times implements a policy of no third-party data in its ad business and plans to eliminate it by 2021
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