What you need to know about data in marketing

Note from the editor

For the past few years, the data privacy landscape has faced increased upheaval, whether due to regulations like the European Union's General Data Protection Regulation or tech policy changes like Google's decision to wind down third-party cookies. To address these challenges, brands have focused on collecting first-party data in tandem with their direct-to-consumer, e-commerce and content marketing efforts.

But brands could be forced to pivot once again, with Apple — which recently complicated matters for marketers by making its Identifier for Advertisers an opt-in feature — planning to roll out several email-related features that could imperil these efforts, limiting the ability of marketers to collect information that can help them track and target consumers.

It remains to be seen how Apple's latest moves will change data privacy. But one thing is certain: Marketers will have to remain vigilant and agile when approaching data, whether by relying on collaboration, mergers and acquisitions, or new tactics and technologies that have yet to emerge.

In this report, Marketing Dive breaks down:

  • How marketers can collaborate to collect second-party data
  • What Google's FLoC technology will mean for marketers
  • The tactics that CPG companies are using to collect data
  • How "asynchronous buyers" are utilizing M&A in the space

We hope these insights help inform your strategy in an increasingly crucial and complicated area that is set to surge in activity in the months ahead.

Chris Kelly Reporter

What to know about second-party data as marketers tilt toward collaboration

Use cases in areas like insights and measurement are among the appeals of this type of data, but marketers must be wary of potential pitfalls.

• Published Jan. 15, 2021

Apple doubles down on privacy, further complicating tracking and targeting

Also previewed at the company's WWDC event in June was a FaceTime upgrade to help it better compete in a videoconferencing market accelerated by the pandemic.

• Published June 10, 2021

Essence taps new Google AI tool to streamline data science behind media planning

The GroupM media agency dished on how Vertex AI enables greater agility and replicability for well-performing models.

• Published June 14, 2021

Brands grow bolder with marketing M&A to fill steep orders on data, e-commerce

An emergence of "asynchronous buyers" like Yum Brands and Walmart speaks to how marketers are asserting greater control in the face of an uncertain future.

• Published March 23, 2021

How Google's third-party cookie alternative will affect marketers

The tech giant says its FLoC technology is at least 95% as effective as cookie-based advertising — but ad-tech players still have concerns.

• Published Feb. 2, 2021

88% of marketers say collecting first-party data is a priority

• Published Jan. 12, 2021

Location-based ads can rebound despite Apple's privacy changes

As marketers seek to reach consumers on their phones, including iPhone users who aren't opting into tracking, contextual targeting has taken precedence.

• Published May 27, 2021

Yum ramps up transformation with new tech deals. How will they impact marketing?

Broader trends in the QSR category and changing media consumption habits could herald a bigger focus on performance marketing, experts suggest.

• Published May 12, 2021

The future of data-driven marketing

2021 has brought on new pressure on marketers to master the types of data and analytics capabilities that can improve personalization and foster loyalty. From e-commerce to localization, strategies that focus on data and privacy promise more changes to the landscape.

included in this trendline
  • What to know about second-party data as marketers tilt toward collaboration
  • Apple doubles down on privacy, further complicating tracking and targeting
  • How Google's third-party cookie alternative will affect marketers
Our Trendlines go deep on the biggest trends. These special reports, produced by our team of award-winning journalists, help business leaders understand how their industries are changing.
Davide Savenije Editor-in-Chief at Industry Dive.