Presented by
The DHC Group and Members
ACTIONABLE INSIGHTS
How to Adapt to a Privacy-First Marketing Strategy
The shift away from (browser-based) cookies by Apple, Firefox, and Google has ushered in a new era of targeting and audience metrics for brands, marketers, and their agencies. The DHC Group interviewed more than 20 leading digital marketing experts from ad tech, data firms, agencies, publishers, and pharmaceutical organizations and asked them
how they plan to adapt to the “privacy-first” era—and what’s ahead for audience targeting,
tracking, and metrics.
The interviews explored questions such as:
The interviews explored questions such as:
- How do you plan to target messaging and advertising in the post-cookie era?
- What do you think customer targeting and the user experience will look like in 2030?
- How should brands think about their agency and marketing partners and future investments?
- Is there a future for scalable first-party data across the industry and what does that look like?
- Will contextual targeting become more important given all of these new privacy restrictions?
Key Takeaways
While the loss of cookies may present a challenge to many marketers near term, they are looking forward to the possibilities of enhanced targeting with new data sources and are making increased investments in first party data and consent-based marketing technologies. What’s more, most believe privacy-first marketing is a move in the right direction and overall a net positive trend.
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