Until now, marketers have lived in a world where they thought they had a binary choice. They could harness quantifiable and measurable performance marketing, or they could invest in brand marketing that was sure to move the hearts and minds of audiences – but not the needle on their KPIs. Or, at least, that was the popular perception in a world of near-perfect performance marketing.
That’s not the world marketers live in anymore. The data-driven construct that allowed companies to plan and spend with high confidence has been replaced by a new model and a new reality. Marketers exist in a privacy-first world where data is constrained, and the big wins don’t come easy.
Calling it the App-ocalypse may sound extreme. But the impact on marketers’ modus operandi since Apple deprecated IDFAs and Google started down the path to phase out third-party cookies is nothing less than seismic.
Read the full article on Forbes.