Loyalty programs are helping to solve privacy concerns in a cookieless world

Growing user concerns about privacy are prompting changes in how publishers and brands collect and share consumer data. The looming elimination of third-party cookies will have a major impact on the digital advertising landscape, forcing businesses to shift away from third-party data and, in turn, evaluate other sources to identify potential customers and inform their advertising strategy.
First-party identifiers are being touted as a way forward for marketers adapting to a more privacy-driven advertising environment. This type of data is one that a brand or publisher collects with direct consent from consumers and can include data captured through user interactions in a publisher’s ecosystem of devices, apps and websites. Read more…