Data

25% of CMOs will adopt zero-party data strategies in 2021. Why? Because they have to.

Companies across industries might be prone to disruption in the coming year, but the wheels will keep turning.

The era of the standalone data management platform (DMP)—along with tech point solutions in general—is rapidly coming to an end. For a lot of brands that are hugely invested in their current tech stacks, this represents an unpleasant reality.

As Americans firm and flip (and again firm) up their holiday plans, both in terms of activities at home and potential travel over holiday vacations, they’re doing so based on their personal perceptions of the virus and the threat it poses to their families and communities right now.

Here’s one of my cardinal rules for media planning: the opportunity of a lifetime is only there during the lifetime of the opportunity. When it comes to maximizing the reach and efficiency of a media plan, those opportunities fly by at light speed.

Amid rising global privacy restrictions, accessing the data needed to understand consumer behaviour and serve content that breaks through has become increasingly tough; especially with third-party cookies facing stricter limitations.

As the reality of a soon-to-be cookieless world sets in for publishers, all eyes are on the need to diversify revenue streams and forge deeper connections with readers through insights gleaned from first-party data.