Eye on the Industry

Eyeota caught up with Alliant's Director of Digital Partnership, Chris Morse, to find out how Alliant is preparing for the cookieless identity landscape and what opportunities and challenges they see for digital marketing and data in 2022.

Data onboarding has always played a part in brands’ marketing and advertising strategies. However, over the last year or so the level of importance placed on identifying ways to collect and activate first-party data, has massively increased.

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...