Data from Forrester’s Q4 2023 B2C Marketing CMO Pulse Survey uncovers the latest in B2C marketers’ attitudes toward data deprecation and the actions they are taking to adjust their marketing strategies. The Four Forces Of Data Deprecation This figure shows consumer actions, privacy regulations, browser and operating system restrictions, and walled gardens pointing toward data deprecation. This graphic has an associated spreadsheet that includes all data presented.

In a recent report, we stumbled upon an ugly truth about data deprecation. Get the details and find out what steps marketers be taking now to minimize the impact.

Welcome To The Data-Deprived Future Of Frontline B2B Marketing Data deprecation isn’t a new or one-time challenge for frontline marketers or IT leaders to solve. It’s an ongoing issue that will forever impact the way frontline marketing may collect and use data about people. B2C organizations were the first to be impacted by data deprecation. Many B2B organizations that Forrester talked to for this report were relatively unaware or unconcerned with its impact on B2B marketing use cases.

Despite Google’s recent reversal on third-party cookies, marketers need to prepare for data deprecation. Yet many aren’t. This week on What It Means, Senior Analyst Stephanie Liu and Principal Analyst Brett Kahnke discuss how B2C and B2B marketers can adapt their data strategies to maintain consumer trust and compliance.

Data Deprecation Impact On Marketing Measurement Methods This figure depicts a four-sectioned chart that shows the data deprecation impact on certain measurement methods. From left to right the sections are titled: measurement approach, data deprecation impact, area of impact, and explanation. This graphic has an associated spreadsheet that includes all information presented. Please access the spreadsheet for details.

Let these three mantras guide you as customer data deprecation takes hold.

Identity Resolution Is Changing Because It Must The cumulative effect of data deprecation has permanently eroded digital signals and customer data availability, forcing identity resolution to evolve. Fifty-six percent of B2C marketing decision-makers say they are less able to do cross-device identity resolution in light of data deprecation, according to Forrester’s Marketing Survey, 2025.

This graphic has an associated spreadsheet that includes all data presented. Please access the spreadsheet for details. Figure 12 Omnichannel Demand-Side Platforms Brands and agencies still rely on demand-side platforms (DSPs), but the market is warped by data deprecation.

Related Research The Data Deprecation Glossary Every Marketer Needs . In this report, Forrester defines frequently used terms in the conversation about data deprecation. Apply Your Data Deprecation Plan . In this report, Forrester explains why data deprecation is happening and how marketers can adapt their marketing approach with transparency, value, and customer relationships in mind. Marketers Face Further Data Deprecation Challenges In Addition To The Death Of The Third-Party Cookie .

B2C marketers struggle to deliver relevant experiences and deepen relationships with loyal customers because they often don’t have the right data. As data deprecation continues to curtail access to traditional data sources, the value of zero-party data (ZPD) will rise because it’s transparent, consented to, and focused on preferences and intent, not just past purchases.