With third-party cookies losing their edge, many brands are realizing that their data sits in someone else's hands. For FMCG and household brands, customer data belongs to retail channels; ad targeting that has long relied on cookies keeps getting less accurate in a cookieless world; and consumers increasingly care about their privacy. Social CRM has become a key lever that helps brands own their customer data faster.
In a post on Google's official blog, David Temkin, Director of Product Management for Ads Privacy and Trust, said Google has received many questions about whether it will adopt alternative technologies, such as user-level identifiers, to replace third-party cookies. In fact, ad tech companies have long tried to balance consumer privacy with delivering personalized ads after third-party cookies go away.
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