The data landscape for marketers is in disarray as browsers render third-party cookies obsolete and Apple gives users the ability to opt out of sharing IDFAs (IDs for advertising). For marketers, it may seem like precious sources of customer intel are disappearing left and right.
But don’t overlook a viable option: asking the customer directly about her context or needs.
Preference centers and similar experiences give marketers the ability to capture zero-party data — that is:
