At our recent Data Privacy: 2021 and Beyond livestream, Google and Kepler explored the future of data privacy as major advertising platforms react to consumer’s need for greater control of their data. In light of the recent rollout of iOS 14.5 and Google’s announcement that would delay cookie deprecation to 2022, it was a timely conversation.

Speakers emphasized why data privacy matters and critical actions, highlighting the importance of putting users first and protecting customers' data while investing in first-party data. The key takeaway: advertisers need to use the extended timeline to prepare now for the privacy-optimized future.

“Testing is really critical here,” said Peter Rice, Director of Marketing Systems Strategy at Kepler. Exploring alternatives and testing ahead of the policy changes will be essential to identifying alternative tactics advertisers can use to drive impact.

As the data privacy landscape continues to change, marketers should not wait to invest in testing and should look to identify alternatives to their current third-party tactics.

It is certain data privacy trends will continue to grow and evolve. If your team is still unsure about how to prepare, identifying alternative tactics, and implementing testing, Kepler’s Data Readiness Consulting team can help. Email us to start a conversation.

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