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As consumer attention splinters across a growing number of media options, the quest to reach consumers with meaningful messages increases in difficulty. Without third-party cookies, companies need a new model for privacy-compliant targeted advertising. Fortunately, that model is beginning to take shape.
Association of National Advertisers: https://www.ana.net/magazines/show/id/forward-2022-06-pwc-walled-gardens-compliancy
There's this seemingly throwaway comment in the above article: "Marketers receive a consumer profile with actionable data on purchasing patterns, media consumption, and more while complying with privacy regulations."
Who do marketers receive these consumer profiles from?
Do they have access to this data, too?
What are they doing with that data?
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