Retailers Require New Resources for Success in the Privacy-Centric World | Industry Insights | All MKC Content | ANA

Retailers Require New Resources for Success in the Privacy-Centric World

For the last 20 years, marketers and advertisers have reached their target audiences on terms set by third parties. Google’s vast display networks, enabled by cookies, defined what we knew as digital advertising. Facebook took it one step further maximizing user-submitted, deterministic data, harvesting it for hyper targeting on and off the platform. It was a gold rush of sorts, with entire segments of the industry born out of the indisputable dominance of the two.