The death of the internet cookie has been a long-talked-about inevitability. While Google said earlier this year that it will delay a plan to phase out third-party cookies on its Chrome browser until 2024, the changes will come eventually. The move, which will upend how ads are targeted on websites, has many debating about the future of digital advertising. Savvy marketers, however, are shifting their focus to first-party data and zero-party data.
I spoke with Ed Hallen, co-founder and CPO of Klaviyo – a unified customer platform that provides data-driven marketing tools for e-commerce businesses – on the importance of ethical data collection and how brands can leverage these practices to reach customers during the busy holiday shopping season.