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What Happens to Marketing When the Cookie Disappears?

PHOTO:
Nadia Clabassi
We live in a world where our every digital interaction is recorded, sometimes with our consent and other times without our knowledge.
Over the last few years, tech behemoths like Facebook and Twitter have come under increasing scrutiny from regulators, pushing them to strengthen their security and privacy controls and be more transparent about how they handle customer data. Legislation, such as GDPR and CCPA, have emerged to protect customer data and give consumers control and transparency over how companies store and use their information. The rise of customer data regulations in turn resulted in the deprecation of third party cookies by Firefox, Safari and soon Google, followed more recently by Appleâs announcement that apps can no longer capture a customerâs device identity without the customerâs explicit consent. ....

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Why Customer Data Security and Personalization Go Hand in Hand

PHOTO:
Christian Wiediger
Forty-eight percent of US consumers said they plan to shift to online shopping this holiday season, according to a recent McKinsey study on consumer behaviors amidst the ongoing pandemic. A trend toward contactless, digital-first experiences is further illustrated by 73% of US shoppers saying theyâve tried a new shopping behavior this year, with 80% saying they intend to continue the new behavior. These new behaviors include buy online, pick-up in-store or curbside (BOPIS), or purchasing traditional in-store products such as groceries exclusively online.
This study, and many others like it, all point to the online experience rapidly becoming the primary experience for a consumer. Yet even with this flight to digital, consumers still expect brands to recognize them as the same customer across channels. In a recent Dynata survey commissioned by my firm, Redpoint, 70% of consumers said they will shop exclusively from brands that show th ....

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