IN THE PRESS
September 04, 2024
- Google’s decision to maintain third-party cookies has shifted the world of digital marketing, presenting new challenges for balancing personalization and privacy.
- Marketers must adapt to Google’s updated stance by leveraging cohort-level targeting powered by machine learning to meet evolving consumer expectations.
- Despite the retention of cookies, the demand for privacy-centric marketing strategies continues to grow.
- Cohort-level targeting, powered by machine learning, ensures personalized experiences while protecting user privacy.
Users now crave personalized experiences but also seek greater control over their data. With Google’s recent decision to abandon the phasing out of third-party cookies for the foreseeable future, marketers still face significant challenges in meeting these evolving expectations. While cookies remain, the growing demand for privacy and the eventual need to move beyond cookie-based tracking are still pressing concerns. So, how can marketers balance the need for personalization with the growing demand for user privacy? Cohort-level targeting, enhanced by machine learning (ML) algorithms, offers a solution to navigate these challenges and deliver tailored marketing messages while respecting user privacy.
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