How are the upcoming privacy changes impacting marketing modernization goals post Covid?

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There are different items at play and the next steps is more of when these changes are put in place. Tech giants like Google Facebook Apple are moving towards transparency of tracking and moving out of cookies. State governments are in a process of implementing laws. The information that is being tracked and reported on is getting convoluted which will bring new players in market for new methods

Been quietly mumbling for years that 3rd party cookie blocking & limits on cross domain information sharing is the Achilles heel of a lot of these overlay platforms that utilize js snippet and browser extension deployments and track users behavior via cookie. Not limited to marketing modernization efforts… think digital adoption platforms like WalkMe/pendo, research platforms like qualtrics/medalia, analytics like hotjar etc. Although not malicious, they use 3rd party cookies for all sorts of time stamp and historical activity purposes to pop content and digital onboarding stuff at the right time and remember what you last viewed. They become significantly less useful without them. Sounds like there are some solutions/workarounds floating around though - fingers crossed.

Continue the move away from cookie data to first party direct data with logons or competitions using opt ins to marketing and integrated crm and campaign tools to maanage the data.. Drop third party analytics and embed the analytics in the server side platforms for usage and journey management.

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