New Delhi, India – The Indian arm of dentsu’s data services agency Dentsu Data Sciences has recently published a new industry position paper on the importance of privacy to marketers, publishers, consumers, and data brokers as they face both challenges and opportunities in maintaining their position in a privacy-first world.
Titled ‘Who Ate My Cookie’, the paper notes on the importance of computer ‘cookies’ having been for a long time the cornerstone of digital marketing ever since their inception in 1994. They have been the basis of digital advertising, with a goal to deliver more relevant ads to consumers, companies have amassed troves of customer data via third-party cookies, which eroded customer trust.
This industry position paper aims to describe the shift and need toward a privacy-first world by demystifying ecosystem changes and attempts to provide guidance to marketers and publishers on navigating a “privacy-first” online world devoid of third-party cookies.
For Gautam Mehra, chief data and product strategy officer for Asia Pacific and CEO at dentsu Programmatic, the paper speaks by a matter of fact that “the digital revolution that [has] 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 endeavor 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,” Mehra stated.
Meanwhile, Nishant Malsisaria, vice president of product strategy for Asia Pacific at dentsu Data Sciences, commented that in order for organizations to succeed in a new customer-driven environment, organizations 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,” Malsisaria added.
The paper is written under the specialist consumer insights wing dentsu Marketing Cloud (DMC) Insights, which offers an expertise-led model to assist dentsu Data Sciences’ research and insights, consulting and practice teams in delivering differentiated values to their clients. A copy of the paper can be obtained through dentsu marketing’s site.