Sydney, Australia – Global customer data company Tealium and Meta has released a joint report which studied what it will take for businesses in APAC to succeed in the face of third-party cookie deprecation next year. The report found that businesses who prioritise gaining the trust of their customers through properly balancing personalisation with privacy will be best poised for successful long-term performance across industries.

The report showed that while APAC leads the charge globally in both the volume of online consumers and demand for personalisation, businesses in the region are underprepared for the impending loss of third-party cookies in 2023.

Marie-Louise Dalton, Tealium’s Vice President of Marketing, Asia-Pacific and Japan, shared, “As brands rely more heavily on first-party data in their marketing strategies, establishing a trusted value exchange with consumers will be more important than ever.” 

Businesses are tasked with closely monitoring their respective regional privacy policies as they develop their strategy, the report indicates. That means building privacy into the framework and using data management tools to create a complete view of their customer based on the privacy choices that they have made.

Nadia Tan, Meta’s Director of Business Ecosystem Partnerships, Asia-Pacific, commented, “We understand that businesses are dealing with various challenges, including the decline in online performance and difficulties in attribution; businesses need to strike a balance between driving performance, while respecting people’s privacy.”

Some of the report’s key observations include:

  • The APAC region is both a conundrum and a cause for optimism, with exceptionally high awareness of data privacy rights, desire for personalised experiences, and apparent openness to sharing data.
  • Businesses must think more deliberately in terms of a trusted value exchange and act decisively to enable it, using first-party data to give their customers useful content and enhanced service.
  • Companies still tend to be poorly equipped to develop data-first strategies, due to a deluge of consumer data from multiple sources and silos hindering visibility and effective usage.
  • At the same time, the use of customer data platforms (CDPs) and other data management tools is increasing as a means to collect, consolidate and unlock data, while maintaining customer trust.
  • The key for businesses is integrating consent management effectively into their personalisation strategies. Privacy is not a barrier, and customers will ultimately determine how personalised their experiences will be across platforms.

The report concludes with five key actions that businesses in APAC can take right now to deliver better experiences and performance, with privacy and personalisation at their core.

California, USA – Global customer data company Tealium has recently announced new features in its customer data platform (CDP), Tealium Features, which allows customers to connect to custom destinations, transform data, automate workflows, and launch new use cases faster with simple code.

Specifically, Tealium Features can aid customers through building or customizing integrations to connect to custom destinations and transforming real-time streaming data prior to activation to ensure that it is in its most usable format across the tech stack. In addition, it also aids in automating workflows to minimize repetitive, time-consuming tasks and increase high-scale efficiency and quickly connect customers to external datasets to leverage critical data that lives outside of a business’ CDP.

“We pioneered this type of customization capability in the market when we introduced extensions in Tealium iQ Tag Management and Tealium Functions brings the same customization flexibility to our server-side products,” said Mike Anderson, CTO and founder at Tealium.

Tealium iQ Tag Management pertains to one of the systems of Tealium, which aids customers to take in charge of their marketing technology implementations, which in turn eases the deployment of new vendor tags and makes edits to existing ones.

“Most of the customer experience is digital but the ecosystem of data and technologies powering these experiences are rarely based on a single platform. To keep the entire journey connected, businesses need more flexibility and options from their customer data platform (CDP) to quickly build custom ‘just for me’ integrations, automations and transformations for their unique application stack and use cases,” the company said in a press statement.

Today, Tealium Functions is generally available for Tealium’s other services such as EventStream API Hub and AudienceStream CDP customers enabling them to create custom functions for data destinations and integrations. Later this year, Transformations in Tealium Functions will be available to further expand customization capabilities and allow customers to create functions at the point of data collection to transform, modify, or validate events before processing.

“With Tealium Functions, our vision is to eventually enable customers to create a customization layer that can be used at any point of the data lifecycle so they can truly identify and address their most complex business needs,” Anderson concluded.