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Good morning, Marketers, how will you navigate the challenges and opportunities we face around data?
On one hand, consumers demand transparency and accountability over who collects their data and how it’s used, and new legislation is helping to codify this situation. Another challenge, related to data privacy, is Google’s phasing out of third-party cookies.
The opportunity is in all of the alternative methods that the industry is searching for to reach audiences. Our Editorial Director Kim Davis has been reporting on The Trade Desk and the Unified ID 2.0 they developed (a standard that is now in the hands of Prebid.org). New standards are only one approach, however. Below you’ll read about two data collaborations that we see as a growing trend in digital advertising and streaming.
With all of these moves being made to collaborate over better ways of collecting and using data, it’s important not to lose sight of who, ultimately, this is being done for: the consumer. I’m obsessed with consumer behavior and how data and new channels make consumer experiences more relevant and meaningful. Some new stats from AnalyticsIQ, further below, help fill in the picture of the streaming audience, and why it’s valuable to get to know it better.
Chris Wood,
Read more here: https://marketingland.com/data-collaborations-are-on-the-rise-fridays-daily-brief-285084