By Jennifer Wartabedian, digital director, Initiative
Oil and data are valuable assets, but both are becoming increasingly scarce in the region. Enterprises are relying on data to not just survive, but to identify new revenue streams and lead in the new normal. Large innovators such as Amazon, Netflix and Uber have business models centred around effective use of data.
With rigid laws and privacy fears, marketers are beginning to feel the loss of third-party cookies, which leads to challenges in tracking and understanding online user behaviour. While some fear a ‘cookieless’ future, adopting new strategies that rise above cookies will eventually give brands an upper hand in the industry.�
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