Many top content marketing firms are already moving away from third-party cookies in response to increasing regulations and browsers restricting cookie data access. For instance, the data connectivity platform, LiveRamp, has developed what they call Authenticated Traffic Solution (ATS). It’s based on various brands’ first-party data.
A content marketing executive from UM Australia points out that the structure of digital marketing agencies is changing as well in response to the need to find new ways to gather and use target audience data.
One change of this nature involves more client interaction. In some instances, clients are now embedded in media and marketing teams. What this does is allow them to be more hands-on with data acquisition and analysis.
There's a much better trade-up from cookies and third party data: extended zero party data, which is more inclusive and less expensive.
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