The future of data in a cookieless world

While data is the key to delivering great customer experiences, the means of collecting data will evolve, LiveRamp MD international tells CMO

In a world of huge data growth, where data has been identified by some as the 'new oil', the most critical point for businesses is understanding the identity behind the data.

That's the view of Warren Jenson, chief financial officer, president and executive managing director of international, LiveRamp, who spoke with CMO about a time when cookies won’t rule supreme and are replaced by new forms of identity verification.

Jenson noted the integral role of cookies in allowing the Web to develop in the way it has over the last 25 years, since the mid-1990s.

“There is just an unprecedented level of information available for free. When you think of the whole world of free content, which was driven, in part, by cookies,” he noted.

Off the back of this, digital giants “built their businesses using cookies, the open Internet and the community of users,"Jenson said. "So cookies, at least in the near term, remain an important part of the ecosystem”.

Yet while data remains the key to delivering great customer experiences, the means of collecting data will evolve.

“Data is going to become much more important in the years ahead as advances in technology continue to occur. If you are a brand or a publisher of any size or scale, you have to have a data-driven strategy in order to deliver the sort of personalised experiences users have come to expect,” Jenson said.

Jenson was critical of aspects of privacy regulations like Europe's General Data Protection Regulation (GDPR), in particular, obtaining permissions at scale, which are more easily done through large platforms. This can have the effect of favouring the walled gardens of large technology ecosystems, while creating additional challenges for smaller outfits in complying with the burden of privacy permissions.

“When you think about the large walled gardens, they have enormous reach. We use them every day and it's easy to just click on the permissions box. So the scale and reach of the walled gardens have an enormous advantage when you look at GDPR,” he commented.

“We work with the walled gardens every day, but, at the same time, we embrace the open internet and believe in a level playing field for brands for publishers, whether they're big or small."

Traditionally, identity has been defined through cookies. But questions are arising around how businesses will track behaviour and resolve identity when the cookie disappears. In the longer term, Jenson explained, LiveRamp wants to be the solution for brands and other partners preparing for a world without cookies. 

LiveRamp's software-as-a-service (SaaS) identity resolution platform is built around creating memorable user experiences across multiple channels, while building trust and ensuring companies remain compliant with privacy regulations.

Trust and choice are the two key pillars when it comes to customer data utilisation.

“When somebody is visiting your website or visiting your store, or however you're interacting with your customers, it's predicated on trust that applies to how data is being used and to privacy as well," Jenson added.

“The consumer should have the ability to opt out. And that should be very transparent and easy for a consumer to do. So it comes down to just the word ‘choice’.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in