Privacy regulations and browser updates, focused on protecting user identity, will change how brands target, measure, and optimize marketing campaigns.

These initiatives are leading to data deprecation, the reduction in consumer data available for use in data-driven marketing. Identity-based strategies are useful for authenticated, customer-first marketing, but they are not a cure-all approach for the future of advertising.

Read this Forrester report and discover why brands and publishers should leverage audience insights and privacy-compliant identity solutions for customer data marketing.