The next year will bring significant upheaval to the data landscape, and marketers are already feeling the impact. In the face of changes, brands are focusing on collecting first-party data in tandem with boosting their e-commerce and a host of other efforts.

INCLUDED IN THIS TRENDLINE

• What’s next for advertisers as Google changes course again on cookie alternatives
• Data marketing spend tops $29B in US as cookie deadline looms
• How PepsiCo is harnessing data to help retailers increase sales

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