To read the original article written by our CMO, Diane Perlman in AdExchanger, click here.
The digital advertising industry is locked in the fight of its life right now.
The combination of international privacy regulations, such as GDPR, CCPA and LGPD in Brazil, as well as new privacy mandates from the tech giants, have put the most popular methods of targeting and digital ad tracking under attack.
Browsers, including Safari and Firefox, have already blocked the use of third-party cookies, but rather than be proactive to find new solutions, some marketers have stuck their heads in the sand and ignored the scale of the challenge they’re facing.
Others are devoting their energy to looking for new ways to achieve the same granular tracking and targeting of individual consumers as they had before. Ultimately, what these developments mean is that the sort of granular measurement and attribution that CMOs have become accustomed to may no longer be possible.
Instead, they should recognize that new privacy laws and restrictions are intended to transform our industry into a better, more transparent ecosystem. As an industry, we need to embrace the opportunity to use privacy-compliant, anonymized consumer data sets and find more respectful ways to engage target audiences.
Continue reading Diane Perlman’s thoughts in AdExchanger.