The newest version of a sweeping bipartisan privacy bill, unveiled Tuesday morning, would effectively prohibit companies from serving ads to people based on their web browsing activity. The latest iteration of the American Data Privacy and Protection Act prohibits companies from collecting or processing “sensitive” data -- including information about people's online browsing behavior -- for ad purposes. Specifically, the measure's definition of sensitive data includes “information identifying an individual’s online activities over time and across third party websites or online services.”
Direct mail and digital ads are the ultimate power team. While compelling on their own, together they make a larger impact on the consumer, but this is increasingly difficult to achieve in the wake of the phasing out of third-party cookies.
For years, direct marketers have run cross-channel marketing programs that use third-party cookies to track user behavior across websites – we all see those ads that seem to follow us around online. In response to European and CA privacy regulations, third-party cookies have largely already been phased out by most browsers (now only relevant 40% of the time), such as Apple’s Safari and Google’s Chrome, which will fully phase out cookies in 2023.
So, if cookies are going away and direct marketers want to reach consumers at the same time across channels to lift and improve response, what do they do?
more at source: https://www.nahan.com/the-dynamic-duo-combining-direct-mail-and-digital-for-increased-roi/