Data Deprecation

According to Forrester Senior Analyst Tina Moffett in a recent featured blog post With Data Deprecation Picking Up Steam, B2C Marketers Must Rethink Their DMP Strategy, “data deprecation restricts tracking and access to consumer data due to regulatory, browser, walled-garden, or consumer actions” (August 19, 2020). Until modern marketers and data management platforms (DMPs) evolve to meet changing data restrictions, audience creation, targeting, and customer acquisition will become near impossible in a cookie-less world.