In Europe & U.S. consumer privacy in digital media is controlled under GDPR & CCPA respectively. Data privacy has become an important area for brands to maintain positive conduct & perception.
Driven by a combination of privacy and industry changes, the use of 3rd party cookies to identify consumers across websites will no longer be possible. Google & Apple will no longer handle 3rd party cookies in their Chrome & Safari browsers, Firefox is following suit.
Ensuring data in kept securely is a priority for brands, driven by regulation and high profile breaches.Data access & sharing is subject to significant scrutiny.
Within the mobile ecosystem the use of the IDFA identifier across Apple devices is now subject to opt-in.
Brands have significant customer data, rich with intelligence.
Have been successful at gaining & maintaining marketing permissions.
Brands are looking to upsell, cross-sell and grow customer value, subscription or policy based models need addressable marketing.
Bricks & clicks are converging with consumers behaviour existing in an omnichannel environment.
Adoption of cloud storage and processing has accelerated, transforming many legacy brands ability to leverage data.
Brands are looking beyond efficiency and performance marketing, asking how they can achieve quality incremental reach in this changing media environment.