Although Google has pushed back its plan to remove third-party cookies from its market-leading Chrome browser to 2023, marketers are still feeling pressure to find new ways to identify shoppers online.
Given the speed at which the technology, government legislation and the public’s attitude toward privacy are changing, however, finding a solution will require a proactive approach and clear thinking.
While the race to build means of collecting first-party data is crucial, people have different interpretations of what first-party data is depending on their role within an organization, explained Jon Beebe, svp of marketing and customer experience at Epsilon.
“For some folks, it could mean your CRM or customer data,” Beebe said at Adweek’s
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