The Dawn of Data Deprecation: Are You Prepared?

What is Data Deprecation?

image of data visualized

Restrictions on Operating Systems & Browsers

As the most well-known aspect of data deprecation, the restrictions we’re seeing put into place concerning third-party cookie use and mobile ad IDs are up first for inspection.

Individual Consumer Privacy Actions

Based on a January 2021 study, 66% of adults worldwide agree that tech companies have too much control over their personal data.

Legal Privacy Regulations

In addition to individual users asserting their right to privacy, countries around the world have been passing data protection and privacy laws, such as the General Data Protection Regulation (GDPR) and the California Privacy Rights Act (CPRA).

What Will the Loss of Third-Party Cookies Look Like?

For the past 25+ years, the entire online ecosystem has been built around the cookie.

What Can Be Done to Offset this Loss of Data Access?

With digital advertising spend in the US projected to reach upwards of $191 billion in 2021, the loss of third-party cookies and the rise of customer consent will forever change the way brands interact with audiences in this highly lucrative digital environment.

Are Alternative Data Sets the Answer?

Amazon Echo on a table

How Would Brand Tracking Help Bridge the Gap?

Illustration of a graph

Final Thoughts

To many people, it may feel as though this enormous change has come out of left field.



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