The increasing importance of consumer privacy in online marketing has thrown the industry for a loop that people are still looking to recover from. Consumer frustration with poorly targeted online ads, combined with concerns about data sharing, create a major roadblock to tracking consumer buying signals and finding out what people want. Apple’s privacy changes alone resulted in a $10 billion hit to Meta’s bottom line in 2022.
The bigger challenge is just breaking through the noise for consumers without having to pay more and more for online advertising. The pandemic helped bring countless brands online, but it also made it that much harder to keep a customer’s attention. One way to improve targeting and increase loyalty is to offer consumers personalization that really meets their needs.