Brands and retailers must use data to understand who is frequenting their sites and buying products and to make sure they’re targeting the right consumers.
Google Topics (the company’s alternative to third-party cookies, which will sunset by the end of 2024) and authenticated, email-based identity solutions were most attractive to marketers worldwide as of September 2022, according to Lotame and PureSpectrum.
There are a number of post-cookie identity solutions available to marketers. The best approach will likely weave together different strategies, including emerging tech, contextual advertising, data clean rooms, and first-party data.
This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.