“To win in today’s market, you need to understand and engage your customer through data,” said Matt Parisi, director, product marketing at Tealium, during his talk at Transform 2022. “But there are some trends in the market and some regulations and changes in technology that are going to impact how we’re allowed to use customer data, not only already right now, but looking ahead into 2023 when there are going to be some major changes that come down the pipe. If you’re not prepared, you might be stuck playing catch-up with fewer options than you have right now.”
Most of the changes center around how companies are using customer data and permissions, such as GDPR in Europe and CCPA in California, which dropped the hammer on how companies were allowed to use customer data. Then there’s the new regulations from Google and Apple, putting tracking restrictions in place around how the data that flows through business tools can actually be leveraged. Apple is giving consumers control over how their data is collected and used, and Chrome has jumped into the fray, announcing that they will be restricting the use of third party cookies by 2023.
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