It’s Only a Matter of Time Before the Way Marketers

Time is running out. Google announced that they’ll be phasing out third-party cookies on chrome in the second half of 2024. Here’s what they said about the change:

“we don’t believe these solutions will meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions and therefore aren’t a sustainable long-term investment. Instead, our web products will be powered by privacy-preserving apis, which prevent individual tracking while still delivering results for advertisers and publishers.”

Google’s stance is that consumers don’t want their movements across the web tracked and used by advertisers. However, the company acknowledges it’s not a black-and-white issue. Instead, they seek a middle ground where advertising can stay relevant and profitable while consumers maintain privacy.

It’s not just companies that benefit from this data

Data collected is essential to offer a personalized experience to existing and potential customers. According to salesforce, 74 percent of gen zers, 67 percent of millennials, 61 percent of gen xers, and 57 percent of baby boomers are interested in personalized products.

Google also acknowledges the benefits phone lists for sale of first-party data in building customer. Relationships—the first-party cookie is here to stay. But, whether you agree with google’s actions or not, change is coming. It’s time to address. The challenges organizations face in 2022—and create solutions that preserve customer insights.

We recently conducted a research study to find out how professionals. View these changes and how they currently gather and use data. In today’s post. We’ll explore the challenges each attitudinal segment faces.

As discussed in our previous blog post

79 percent of respondents say they’re directly involved CU Lists with data collection decisions at their organizations, and nearly half (47 percent) are.Purchasing third-party data. 42 percent are using sources like google and facebook to do so.

About one-third of respondents say they have substantial data-related challenges. Their organizations need to overcome, including obtaining the skills necessary. To work with customer data and multiple data sources (data silos) that don’t work well together. Additionally, about one-quarter of respondents say their. Organizations face difficulties gathering data to replace third-party cookies.

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