This article is part of a VB special issue. Read the full series here: How Data Privacy Is Transforming Marketing.
For more than two decades, the holy grail of marketing has been focused on one-on-one connections between brands and shoppers. Companies that previously used television commercials to target the masses raced to take advantage of technologies like third-party cookies that tracked consumers across the internet — sweeping up vast swaths of easy-access data in order to serve precise ads to potential customers who might be interested in that very thing at that very moment.
Now, the marketing landscape is in the midst of another near-total transformation, thanks to a growing focus — by consumers, regulators and Big Tech companies — on data privacy.
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