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Cross-app tracking is not dead, despite the far-reaching impacts of Apple’s AppTrackingTransparency framework. However, its use cases have changed, argues Jake Moskowitz, vice-president of data strategy at Emodo.
As the digital marketing world continues to look for alternatives to third-party cookies, an ‘audience engine’ driven by artificial intelligence (AI) and robust first-party data could provide a route to deeper customer insight and accurate targeting. Manuela Mesa, managing consultant UK at Artefact, considers how brands can utilize AI to make better decisions.
Welcome to the fourth installment in our eight-part series preparing you for the post-cookie world. In our first post, we provided a deep dive into third-party cookies for a baseline...
As third-party cookies are relegated to the annals of history, many marketers have been pinning their hopes on universal ID solutions able to track specific users across the internet. But is this technology really viable with big tech privacy enforcement becoming more stringent?
As third-party cookies deprecate in 2023, marketers face many challenges for creating hyper-targeted, measurable digital marketing campaigns. Companies are striving now to determine how to continue delivering personalized experiences while tracking return-on-investment (ROI) and protect revenue generation while adapting ad targeting capabilities. They’re also thinking about how to ensure the consistent and effective flow of data downstream, and what compliance solutions are still needed (a cookie banner is one of them).