For years, the world of digital marketing felt a bit like trying to find someone in a crowd using a blurry photograph. We relied on clues and workarounds, things called cookies, lookalike models, and rented identity graphs, to try and connect with consumers. It kept things moving, but it was often a case of educated guesswork. It was never sharp, and it wasn’t always welcome.
That era is officially over.
Today, we’re all navigating a landscape that, rightly, puts people first. With new data protection laws emerging and a universal expectation for transparency, the ground has shifted. Marketers should see this as an opportunity, not a challenge. It’s a chance to move beyond assumptions and build
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