CDPs can overcome the challenges of cookieless marketing and data privacy 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 08, 2022, 12:42 PM GMT+0

Though pricey, CDPs provide a unified overview of data and can help build highly targetable audience profiles to boost sales.

With the sunsetting of third-party cookies in 2024, consumer data platforms (CDPs) could provide an alternative for marketers. A CDP could help companies integrate existing, siloed data from analytical programs, CRMs, real-world transactions, social networks, and licenced third-party data and consolidate it into a single package.

CDPs can also aid in the delivery of custom content marketing materials by creating unique audience profiles using consolidated data. With these profiles, companies can also improve their media buys, send more personalised messages, and boost the performance of their websites and ad campaigns. 

Additionally, where privacy laws are concerned, CDPs can help companies comply with the "right to be forgotten" laws prevalent in some countries. This level of compliance and consent management is possible because all the data is tracked under one roof.

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