‘The world’s most valuable resource is no longer oil, but data’.

So proclaimed a headline in the Economist back in 2017.

Changing attitudes towards data privacy, Google’s plans to phase out third-party cookies, and an increase in opting out of tracking is set to create huge blind spots in the data that brands gather on consumers. Unless marketers start migrating to a new way of targeting customers in a transparent and ethical way, then they can expect to see weaker ROI and falling revenues.