Over the past three years, the digital marketing industry has been jolted by a number of earthquakes, a result of clashes between the tectonic plates of personalization and privacy concerns, particularly across the mobile ecosystem. GDPR. CCPA. Stringent mobile app permissions. The end of tracking (R.I.P. IDFA). And most recently, the fall from grace of third-party cookies.
These incremental shocks rippled across the industry, each leading to sweeping changes before subsiding. But these cycles do not lead to long-term progress; the ground quickly settles into a new status quo that is not necessarily an improvement.