Why data-driven marketing needs artificial intelligence and machine learning

No one needs reminding that the life of the third-party cookie is increasingly finite, with only just over a year left before they are obsolete. At the same time, privacy regulation is tightening and consumers are getting more and more data-savvy, with 90% wanting more data privacy built into their devices. The loss of a lot of data that marketers have, to date, taken for granted – meaning that more decisions will have to be made with less data. Despite alternatives to the third-party cookie progressing hugely over the past two years, the way ahead is still daunting for many marketers. Targeting and measurement are the areas where the lack of third-party data will be felt most strongly.