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When a brand interrupts your online shopping spree to offer a 15% discount in exchange for your phone number, ignoring it and paying full price feels pretty indefensible. Then you start receiving a constant stream of texts with abandoned cart reminders and flash sale notifications, and pretty soon you’re wondering why you didn’t just spend an extra $4 on those scented candles.
With the death of third-party cookies looming, marketers are chasing first-party data, desperate to craft relationships with their audiences that prioritize personalization without compromising privacy.
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