New data from Gartner shows that 60% of marketers are concerned that it will be more difficult to executive first-party data strategies that balance value exchange and privacy this year.
Nearly a third of marketers have said they were forced to end a relationship with a channel or agency they previously used due to privacy concerns.
36% strongly agreed that their company prioritizes using first-party data to create customer value.
- 47% said they use first-party data to create more one-to-one personalizations.
- 78% said they encourage their customers to manage their own data actively.
- With Google limiting the use of cookies on Chrome and Apple having already limited the ability of companies to collect data on iPhones, marketers will have to find new ways to leverage data to target customers.
