Zeroing in on zero party data: Embracing privacy and personalization

Over the past two years, marketers have adjusted to shifting consumer expectations in interacting with brands. This is evidenced by recent privacy changes at big tech companies, as well as new privacy legislation being introduced at the state and federal level throughout the U.S.

With 79% of Americans concerned about the way companies are using their data, and distrust continuing to grow, brands must now pivot away from previously relied on data tactics and evaluate new privacy-oriented strategies. This will allow brands to create targeted strategies to reach consumers while maintaining the personalized experiences they expect. The challenge is that many organizations have not previously depended on discovering and utilizing their own data sources, meaning they must develop new response strategies. These include allocating more resources to contextual marketing tactics, building zero and first-party data assets, and forming compliant second-party relationships. (Read More..)


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