We stand at a decisive moment for brands as they look to the future of consumer data strategies. With disparate state-by-state legislation, numerous proposals for a national regulatory framework in the US, and differing international laws, including the GDPR, the data governance guidelines for brands to follow are inconsistent – and potentially costly should they run afoul of the rules.
Tech giants have slowly but surely decoupled themselves from some of the more shady practices that have ruled online targeting for years. Apple's iOS 14.5 update severely hampered Meta's tracking abilities, and Google's proposed phase-out of third-party cookies by 2024 will render those identifiers all but useless across Chrome browsers, bringing Chrome in line with other browsers like Safari that have already moved beyond cookies.
Whether the change comes in 2022, 2024, or 2026 shouldn't matter: the decreased reliance on third-party cookies should be considered a positive for brands in the business of better customer experience.
By focusing on a dialogue with consumers through more robust, conversational AI, brands can deliver the best customer experience possible while also respecting consumer privacy.