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‘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. |
