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Data can vastly improve the quality and relevance of customer communications when it is used correctly, but too much information can make implementation cumbersome. Adding to the complexity of using data, consumers are becoming more vigilant about safeguarding their personal information due to increased awareness about data privacy and security. This article explores how marketers can still develop effective campaigns with the impending death of third-party cookies.

Advertisers can no longer reach mass audiences at scale by running TV ad campaigns alone Independent marketing and media consultancy Ebiquity has created a new pan-media metric, which it claims can better quantify the increasingly fickle advertising attention span of TV viewers and social media members. Contained within a new research report, The Challenge of Attention, the composite metric allows direct comparisons of attention on TV and digital media by calculating the respective attentive seconds per thousand impressions (aCPM). Do we have your attention? Billed as a first of its kind meth...