How are marketers preparing for a cookie-less world with less consumer data insights to go on, and fewer options for ad targeting?
Meta wanted to learn about this in its latest research report - essentially getting the thoughts of cross-section marketing leaders from all over the globe on the changing digital privacy landscape.

Based on what it learned, Meta distilled those findings into five key takeaways. You can read the 12-page overview here, but for purposes of this piece we will summarize the key takeaways.

As set out above, in analyzing the responses from members of its several Global Councils, Meta says that advertisers should consider the following five key considerations:

1. Keep the consumer first

Meta stated that companies must establish their trust with the audience of how they're using personal data for people to feel safe in letting them use such insight.

According to the report,

"Research finds that 90% of people are willing to provide information such as e-mail in exchange for the right value exchange. Thinkful, customer-centric, and empowering people about informed decisions on how one wants their data deployed falls squarely within the marketer's realm.

Securing information where feasible is paramount to a more transparent data-gathering process.

2. Redesigning organizational structures with a focus on data ethics

Secondly, it speaks to how the actual totality of a company's structure must be re-thought, in some cases, in keeping with the need for data and what can effectively be used.

That means perhaps re-thinking the kinds of data you might need and how that can be managed effectively or types of data modelling available. Meta says, "building privacy priorities into the corporate ethos" should be key focus going forward.

3. Data resilience

The report stated that first-party data should be the point of focus and that most businesses are now in pursuit of a quest of how they can utilize the direct feedback and insight they get from customers to optimize their systems.

Whereas earlier businesses were using third-party insights, the increasing trend today is that most businesses are now re-evaluating how their direct input systems work.

"Most importantly, companies are applying first-party data to strengthen customer loyalty directly with their customers. Customers have to opt-in to share first-party data with a brand, so companies can use first-party data to communicate with the consumers they know are interested-according to tactics like ads and email."

4. Activate, optimize and measure marketing privacy resilient

Meta suggests that brands must start now to more fully connect the dots in their data gathering and ensure systems are in place to maintain connectivity across each component.
Meta advises businesses to start trying new measurement solutions and explore alternative data gathering processes to keep insights coming in when these new restrictions take effect.

5. Partner with industry on shaping the future of marketing

Finally, Meta suggests that businesses should look to get involved with broader initiatives to build the next stage of privacy-first marketing strategies.

Google's experimenting with its Privacy Sandbox projects, and Meta's developing its own AI-guided tools, while there are also more niche, industry-specific solutions and initiatives in progress-and businesses should look to learn more about these options now, ahead of the next shift.

There are no earth-shattering breakthroughs here, but some good notes on the shifting data landscape and how different solutions are being created that can help businesses mitigate the worst impacts of such.

Worth noting, and perhaps worth a read of the full report to get a better understanding of the latest changes.