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Article Update: Despite Google scrapping the deprecation of third-party cookies, privacy initiatives and first-party data should still remain your priority. Everything discussed in the article below is still applicable.

D-Day is coming (if a little delayed… again), and third-party cookies are on their way out, birthing a new era of digital advertising focused on privacy and consumer centricity. 

We live in a world of consistent change which can mean a whole host of things; new legislation, behavioral shifts, a global virus, war, climate change, looming recession and so on. And as marketers, we tend not to like change. Why? Because change equals uncertainty, which equals chaos. 

With less than a week to go until Incubeta’s upcoming event ‘The Art of Chaos’ there’s still time to register and secure your spot at the live (or virtual) session. We’ll be taking a deep dive into the world of marketing and sharing valuable lessons on embracing uncertainty to succeed in challenging situations. Join us on Tuesday 25th April from Google’s Berlin HQ for an afternoon of insightful presentations, actionable takeaways, and more. 

The modern consumer expects to be approached by companies with a personal touch. At the same time, they don’t want to feel that they’re being tracked and followed everywhere. It’s not easy to build a data-driven personalization machine that offers real added value to customers in a way that upholds their privacy, but L’Oréal successfully tackles this challenge with Skin Genius.

For many brands, 2023 promises to be an uncertain and unpredictable time. Financial instability is at an all-time high, third-party cookies are on their way out, and consumers are demanding more from brands than ever before. As marketers we’re having to be more sustainable, more relatable, and more accessible – which is making it increasingly harder to control what can only be described as ‘chaos’.

We’re in an era where technology is advancing faster than ever, and artificial intelligence (AI) and automation are leading the way for consumers and marketers alike. With ChatGPT (and the subsequent retaliation of Google Bard) thrusting AI into mainstream media, many have since started questioning the role that intelligent solutions play – and what it means for the future of digital marketing.