It’s been a time of considerable uncertainty for marketers and the digital marketing discipline as a whole. With GDPR and other data-privacy focused regulations introduced (and often shifting), roadblocks en route to implementing the e-Privacy Regulation in the EU, lack of clear guidance on adtech practices, and a lot of back and forth on whether third-party cookies are on the way out or not, there are more questions than answers. But the bottom line for marketing teams is whether there is a sweet spot where they can balance personalization with privacy and consent with compliance.
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