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.
While third-party cookies have made it very easy to enable personalized marketing, they also come with disadvantages such as limited life spans, consumer and regulatory scrutiny, as well as a range of other issues.
The already-frazzled marketing landscape breathed a temporary sigh of relief when Apple announced that it was delaying the implementation of its plans to require users to opt-in to its IDFA tracking until next year.
Marketers, tasked as brand stewards through this crisis, are as disrupted as everyone else—but this isn’t necessarily a new feeling. Let’s look at the shattered norms that require our attention as we all struggle the right the ship.