Personalize Consumer Messaging With Information They've Already Shared

Permission-based marketing and zero-party data will be key for going cookieless


Personalized marketing is a proven way for brands to catch consumers’ attention; after all, 62% of consumers expect personalized ads. However, brands must proceed with caution, as consumers lose trust in brands that aren’t transparent about how and when they use personal information. This is evidenced by the demise of third-party cookies, harmful data leaks, unwanted communication and marketing that seems just a little suspicious. The problem is that this lack of trust erodes marketing influence over the long term.

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