Evolving privacy legislation and platform changes by the likes of Google, Facebook and Apple means that very soon there will be less data available, not only to brands but to the entire ecosystem.
Companies should focus on crafting experiences that collect zero-party data in a meaningful way. A 2019 Blis study suggests users are becoming increasingly aware of the value of their personal data.
In location-based advertising, device IDs are fundamental. These IDs, known as IDFA on iPhones and