Using Zero-Party Data To Create Privacy-Conscious Advertising

The digital advertising industry is at a decisive turning point in the protection of consumer data. While Google’s latest update to the phase-out of third-party cookies may have marketers thinking that finding a viable alternative to solutions that rely on identifiers can be paused, the tide has already turned on data privacy, and this shift began long before Google made the decision to deploy the Privacy Sandbox. I believe our industry needs to continue advocating for and working toward a landscape that prioritizes consumer privacy above all else.