Data Overview Report

The State Of Data Deprecation, 2024

Marketers Lean On Multiple Solutions To Address Signal Loss

May 7th, 2024
Emily Collins, VP, Research Director
Emily Collins VP, Research Director
Cole Walsh, Researcher
Cole Walsh Researcher
With contributors:
Nikhil Lai , Stephanie Liu , Tina Moffett , Anna Hoskins , Shayna Neuburg

Marketers’ data deprecation challenges go beyond buzzy updates from Google on the future of the third-party cookie. To manage through browser and operating system restrictions, the rise of walled gardens, restrictive privacy laws, and consumer privacy-preserving actions, marketers must rethink their approaches to data collection and management, advertising, measurement, and more. This data overview shows current marketing strategies for managing the short- and long-term impacts of data deprecation across these disciplines.

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