While ad retargeting and optimisation has been the bread and butter of many marketers’ paid strategies for years, that time is fast coming to an end. In an increasingly privacy-conscious digital age, the big tech companies are responding by giving back more data control to the end user. With significant changes on the horizon for app data and third-party cookies, marketers need to adapt their overall strategies to place less emphasis on tactics that rely on data we won’t have access to for much longer.
