Marketing departments are being challenged like never before. Regulation around cookies can result in a reduction in valid and accurate data used for determining advertising strategies, as site users express their consent options.
At the same time, improved privacy protection facilities automatically applied by the most popular browsers such as Safari, are adding to this challenge as third-party cookies are now blocked and first-party cookies expire and are removed after 7 days (Intelligent Tracking Protection – ITP).
This automatic removal of cookies wreaks havoc with the data used for analysis and advertising activities such as re-marketing. Visitors are being attributed as new, when in fact they are returning after 24 hours.
Reliable analytical data is the cornerstone of digital marketing. Its use drives every marketing decision that is made online, from modelling and training AI solutions, to triggering behaviour-based actions.
There will also be an added challenge around the user experience that your site will be providing. It is highly likely that you will be asking the same questions to your Data Subjects time and time again as you don’t know who they are, as well as having no ability to personalise content based on their previous expressed interest.