Stop Kicking the Cookie Can
The Time Has Come to Act on Identity
In a swiftly changing digital marketing landscape marked by Google’s cookie deprecation timeline, brands face a crucial choice: adapt or become obsolete. While third-party cookies dominate discussions, underlying immersive tech and AI innovations promise to reshape customer engagement and the rise of immersive technologies, like AR and AI chatbots, promises a seismic shift.
Brands can start navigating this transformation by doubling down on an identity and data privacy strategy. The convergence of tech along with a myriad of evolving regulations emphasizes the need for explicit customer consent and the need to minimize the movement of personally identifiable information.
The bottom line….As cookies fade and new technology emerges, brands must rethink reach and metrics. The post-cookie era is upon us and it offers challenges but also innovation opportunities.
