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Stop mourning the death of cookies. There is other data you can use to connect with customers.

When it comes to the General Data Protection Regulation(GDPR) in Europe, we've been down this road before. Back in 2011, the EU ePrivacy Directive required publishers to notify consumers about the use of third-party cookies and provide an opt-out. Many in marketing and ad-tech feared this restriction would extinguish most cookie data and cripple behavioural targeting. However, this was not the case; consumers became more informed and as long as privacy was respected, marketers would still be empowered to use data-driven marketing techniques to improve targeting, attribution and gain more insight into consumers.

Authors: Paul Silver

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