Data tech has evolved faster than those who make regulations can keep up – only recently have privacy advocates and governmental regulatory bodies worldwide made strides in regulating data collection and privacy. The changes began with the EU’s General Data Protection Regulation (GDPR), and the even more restrictive E-Privacy Regulation (ePR) is on its way. The California Consumer Privacy Act (CCPA) was passed in January 2020 (to be enforced in July 2020), and the “war against cookies” has already begun. Apple’s browser, Safari, has launched Intelligent Tracking Prevention (ITP) that blocks cross-site tracking of 3rd party cookies and limits the lifespan of 1st party cookies. Google will phase out 3rd-party cookie support within two years, ridding Chrome — and its 69% browser market share — of third-party cookies.
What do these changes mean for marketers and their clients? How can and should companies respond? How do marketers respect privacy considerations while continuing to provide relevant, personalized advertisements, services and products?
We’ve tackled these questions and others head-on in our new POV: Privacy and Targetability: The Shifting Landscape of Audience Data Collection. Request your complimentary copy:
Looking for more expert insight? Check out our proven micro-engagement targeting strategies and don’t miss our guide to audience segmentation best practices for pharma marketers.