Brands need to get their data houses in order to prepare for the coming collapse of the cookie and new regulations around consumer privacy online.
There are data clean rooms and identity products meant to replace third-party cookies. If the current timeline is to be believed, Google plans to ditch cookies on Chrome at the end of 2024, marking the end of the web trackers used to target ads. There also are gaps in marketing data on mobile, after Apple cut off the ability to track consumers from an ad to a sale. Marketers have lost access to data that