As the end of third-party cookies draws near in 2024, technology-savvy business professionals are looking for alternative data strategies to keep up with the changing times. Consumer and B2B marketers will focus on first-party data to replace their reliance on third-party cookies. Google has announced that they will remain firm on the deadline to remove cookies in Chrome, so marketers and publishers must quickly test different solutions. AI governance and better encryption for customer data will be a priority, and brands must be transparent with consumers about the data exchange. Organizations should also look to AI to ramp up their content for more robust customer experiences, as well as adopt buying committee scoring for ABM teams. By taking the necessary steps now, marketers can be prepared for the changes to come in 2024.
Originally reported by Martech: https://martech.org/2024-predictions-data-and-ai-on-marketers-minds/
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