The arguments here often focus on the negative, the loss of third-party cookie data that enables advertisers to identify their most desirable targets across a vast network. But this doesn't mean that it's time for marketers to panic or tear their hair out in frustration. Yes, walled gardens of data will undoubtedly grow but now is the time to look beyond what we'll lose in third-party data terms towards the possibilities and opportunities. Paramount among these is the growing role of AI-driven predictive analytics in helping organizations to enrich their audience data. By using predictive analysis, publishers can deliver enrichment that's transparent and cost-effective, leading to a far higher quality of data than is delivered by the black box third-party solution that brands have used previously to target audiences.

Drill into your head that a customer has a lot of brands to pick from. He thinks from a heart that throbs for a particular one. That brand might have put its 110 per cent in getting connected with its customers emotionally. So, it's up to you to come with a blockbuster upselling and cross-selling idea. What I mean to say is that the knowledge economy is offbeat.