For years, digital marketers have been relying on third-party cookies as the main form of identifying and tracking online audiences, and for years there have been concerns around consumer privacy relating to cookies and the data being collected on consumers.
As the ad tech industry has evolved over the years, the way we have depended on cookies has predominantly remained unchanged. What has changed is the increasing use of consumer data to reach the right person at the right time with the right message – otherwise known as personalisation or moment marketing.
This personalisation of digital advertising has been both a great convenience and a little off-putting to consumers. Yes, they ge
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