Marketers have become reliant on third-party data, but with consumer privacy taking center stage, updates from Google and Apple mean third-party tracking is going away. On top of that, it’s not easy for ecommerce marketers to keep feeding the top of the funnel through paid ads. You have to find the right people and sell them on your value proposition repeatedly, all while acquisition costs skyrocket. As marketers, we need to refocus on what’s under our control: our Owned Marketing channels.
