Eye on the Industry

As the privacy landscape undergoes a tectonic shift, U.S. marketers are struggling to envision what their worlds will look like without once-relied-upon identifiers like cookies and mobile IDs. And while, indeed, their realities are about to shift, they need not stretch their imaginations too far to understand what a privacy-first landscape looks like for brands and agencies going forward...

As the marketing world moves into a cookieless reality, the importance of strong first-party data is being emphasized on a number of fronts. In particular, there’s a tremendous amount of momentum behind leveraging first-party data onboarding as a means of continuing personalization efforts in a cross-channel capacity. But that’s only going to be part of the larger equation...

Q&A with Anna Feely, VP of Business Development at Specialists Marketing Services, Inc., who shares more about the process of building privacy-compliant 1:1 deterministic data sets, its benefits for multichannel marketing, and the opportunities for marketers and brands using data in 2021.