Predictions:
Channel attribution will stumble as tracking limitations break measurability and show artificial performance fluctuations.
Campaign efficiency will lose clarity as retargeting efficacy diminishes and audience alignment blurs.
Customer experience will falter as marketers lose control of frequency capping and creative sequencing.
Worth reading this post, it covers a lot of ground regarding Cookies, Intelligent Tracking Protection and a few potential paths forward for tracking and data privacy.
As digital marketers, who in some ways represent both the consumers with whom we identify and the platforms with whom we depend, are in a unique position to expedite the correction and return to balance.
The state of tracking and data privacy in 2020 by Andrew Garberson on MarketingLand