Mastering Identity in a Cookieless, Compliant Era
▼ Summary
– The digital marketing industry is undergoing a major shift due to privacy regulations and the decline of third-party cookies, creating an opportunity to build more resilient, trust-based customer relationships.
– A conference session on March 4th, “Navigating identity in a cookieless, compliant world,” aims to help marketers achieve results responsibly by balancing marketing excellence with consumer consent.
– The panel will be moderated by Craig Schinn of Actable and features experts Jay Mandel and Amar Ramakrishnan, who will discuss balancing personalization with privacy.
– Key topics for the session include building scalable first-party data strategies, practical identity resolution tactics, and balancing customer expectations with compliance.
– The session is designed to provide a clear path for adapting marketing strategies, whether attendees are overhauling their data approach or simply seeking clarity on the cookieless future.
The digital marketing landscape is undergoing a fundamental transformation, driven by the decline of third-party cookies and the rise of stringent privacy laws. This shift presents a critical challenge for brands that have long depended on external data for targeting and personalization. However, it also opens a significant opportunity to forge stronger, more transparent relationships with customers by building strategies on a foundation of trust and first-party data. Success in this new era hinges on moving beyond mere compliance to create genuine value exchanges that consumers willingly opt into.
A dedicated session at the upcoming MarTech Conference, titled “Navigating identity in a cookieless, compliant world,” will provide essential guidance for this transition. The discussion will focus on practical methods for achieving marketing results responsibly, demonstrating that consumer consent and effective engagement are not mutually exclusive goals. Moderated by Craig Schinn, co-founder and COO of Actable, the panel brings together diverse expertise to address the core tensions between personalization and privacy.
The conversation will feature insights from Jay Mandel, founder of Your Brand Coach, and Amar Ramakrishnan, SVP of Product at Osano. These experts will share actionable strategies for reducing reliance on third-party sources and developing a sustainable approach centered on first-party data strategies. They will dissect the complexities of operating in a fragmented digital environment where user privacy is paramount.
Key areas of exploration during the session will include:
- Developing first-party data strategies that are not just theoretical but are designed for practical scalability across multiple marketing channels.
- Implementing identity resolution tactics that work within the constraints of a privacy-first ecosystem, connecting user signals without compromising consent.
- Finding the optimal balance between meeting customer expectations for relevance and adhering to regulatory requirements, all while maintaining authentic human connection in marketing communications.
For professionals tasked with overhauling their customer data infrastructure or simply seeking clarity on the practical implications of a cookieless future, this session offers a clear and actionable roadmap. It is designed to cut through the industry noise and provide a grounded perspective, empowering teams to adapt their strategies with confidence and build more resilient marketing operations for the long term.
(Source: MarTech)
