SUCCESSFULLY NAVIGATE THE DATA DEPRECATION ENVIRONMENT
By Harvey Goldhersz, IRI
New privacy laws, browser restrictions, Apple opt-in policies and Google’s pending removal of third-party cookies are contributing to the deprecation of data. These trends are, in turn, providing the impetus to build a stronger data ecosystem. In this environment, advertisers, retailers and publishers have a new opportunity to build consumer and audience relationships based on mutual benefit and first-party data consent.
Reinvention and reiteration will be themes moving forward as disruptions in the media data environment will continue to occur. These shifts will require constant vigilance, testing, learning and adapting. With these changes will come not only challenges but also new opportunities and incentives for advertisers, retailers and publishers.
This report shares these and other approaches that advertisers, retailers and publishers can use to successfully navigate the data deprecation environment — and establish new best practices for the next generation of data-informed marketing.
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