Part 2/8:
While data is everywhere, organizations are often grappling with a paradox: data scarcity. Stringent privacy laws restrict access to third-party data, limiting traditional targeting and measurement capabilities. For example, the death of third-party cookies across browsers marks a pivotal change, compelling marketers to rethink how they gather and utilize customer data.
This regulatory environment leads to a significant shift towards first-party and post-party data strategies, emphasizing direct data collection and partnerships. The challenge lies in building architectures that respect privacy while maintaining effective targeting, segmentation, and attribution.