Too Long; Didn't Read
Google announced earlier this year that the company plans to eradicate third-party cookie usage on Google Chrome. Apple recently changed iOS software to turn off IDFA tracking, which helps advertisers send targeted ads to individuals. Consumers should be asking their customers directly what matters most to them, rather than rely on third party sources. This practice is most often called zero-party data, which is driven by optional messaging, personalized surveys, and cross-channel tracking that users opt-in for themselves. The collection and utilization of data can help brands improve customer retention and drive loyalty.