If 2020 was a watershed in the evolution of the digital customer experience - driven by the pandemic and resulting in dramatic growth in ecommerce and the rapid uptake of digital technology - brace yourself, there’s more sweeping change afoot. This time, it’s the rise of consent-based marketing driven by growing privacy concerns that have ushered in a new era of cookieless internet browsing.
The end of 2022 is set to witness the crumbling of the third-party cookie after more than a decade of being the primary force by which brands could track and target individual internet users online, cost-effectively filling customer acquisition funnels and driving sales.
In response to increasing privacy regulation, such as the European Union’s General Data Protection Regulation (GDPR) legislation and the California Consumer Privacy Act (CCPA), Apple, Mozilla, Google and others are moving away from allowing individuals to be targeted without their consent.
Some of that change has already arrived. In April 2021, an update to Apple’s operating system highlighted a privacy feature that threatens to prevent app developers from collecting data from most of Apple’s billion or so users to personalise ads.