Dentsu International India’s Data Sciences division has published a new industry position paper ‘Who Ate My Cookie’ under its specialist consumer insights wing dentsu Marketing Cloud (DMC).
The position paper aims to demystify ecosystem changes by providing guidance to marketers and publishers on navigating a “privacy-first” online world devoid of third-party cookies.
Gautam Mehra, chief data & product strategy officer (Asia Pacific) & CEO dentsu Programmatic said, “The digital revolution that created so many new business and marketing opportunities is now driving the customer revolution. Developing strong customer relationships has always been fundamental to building a successful business practice. This becomes more vital in a privacy-first world. Through our position paper, we endeavour to assist the industry in navigating through the fast paced ecosystem changes and provide guidance on a few possible solutions to strengthen customer experiences with privacy at its core.”
Nishant Malsisaria, vice president– product strategy (Asia Pacific) dentsu Data Sciences added, “To succeed in the new customer-driven environment, organisations must be able to use consent-based information, technology and analytics to deliver relevant customer experiences across channels. A privacy-first world promotes the need to develop first-party data sets in a far more secure and privacy-focused way. Future competitive advantage will depend on the ability of brands to have more control over their audiences in a trust based world.”
The position paper can be viewed here: https://dentsumarketing.cloud/dmcinsights/position-paper-privacy-first-world.php