Let’s talk cookies — and I’m not referring to the classic chocolate chip vs. oatmeal raisin debate (although we all know which one is superior). As marketers and consumers, we’re more than familiar with third-party data, which gathers information about your customers’ demographics, including age, gender, location, interests, preferences, etc. As of September 2020, 80% of marketers felt reliant on third-party cookies, with approximately $19.7 billion spent on third-party data ($11.9 billion allocated to data itself and $7.8 billion allocated to data activation solutions) in 2019 alone.
The use of third-party data to track consumer behavior online is not a new concept to us as digital marketers. However, last year, internet browsers such as Safari and Firefox began blocking third-party cookies by default. In addition, the recent news that Apple will be launching enhanced privacy protection features with their upcoming iOS 15 update has likely shaken up many marketing strategies across industries because of limitations on consumer information companies are able to gather — largely due to restricted tracking through the Apple Mail app.
How are these changes to customer data privacy going to affect your marketing efforts? Keep reading to learn more and discover why a SmartHub CDP is crucial for giving your customers the personalized experiences they’re seeking without relying on third-party cookies.