- Blog
- Identity
Three ways to take charge of your identity strategy
Data regulations and browser updates that aim to protect user-privacy are upending marketing strategies. With GDPR in the UK, CCPA in the US, the looming deadline for the removal of third-party cookies from Chrome, and additional announcements from Google about what is and isn’t allowed in their ecosystem, marketers are facing a confusing and fragmented market. Brands that have been collecting and using customer data will need to pivot their strategies to include privacy-by-design. This is especially important as consumers are increasingly aware of how their data is collected, bought, and sold to companies that want to target and follow…

Data regulations and browser updates that aim to protect user-privacy are upending marketing strategies. With GDPR in the UK, CCPA in the US, the looming deadline for the removal of third-party cookies from Chrome, and additional announcements from Google about what is and isn’t allowed in their ecosystem, marketers are facing a confusing and fragmented market.
Brands that have been collecting and using customer data will need to pivot their strategies to include privacy-by-design. This is especially important as consumers are increasingly aware of how their data is collected, bought, and sold to companies that want to target and follow them around the internet.
At the MAD//Anywhere conference, I had an opportunity to share advice and guidance on the identity challenge with the global marketing community — backed up by research. Here are three things that marketers need to know about building privacy-compliant data-driven marketing campaigns, and how publishers can help:
- Take privacy regulation and browser updates seriously
A survey of 32,000 consumers across 63 markets, by The Conference Board in collaboration with Nielsen, found that 1-in-5 have reduced or abandoned their use of a brand or company because of their data practices. This will have a serious impact on a brand’s ability to hit revenue and retention targets, it’s imperative that marketers keep up with privacy regulation and changes made by browsers.
- Uncover gaps in data, and fast
A Forrester survey of over 100 advertisers in the UK and US, commissioned by Permutive, shows that 58% of brands use authenticated data sources to learn about audience behaviours. But authenticated data only represents 5% of the web. Start collecting first-party data — if you haven’t already — and work with publishers who can access 100% of the Open Web.
- Wean yourself off bad data
Forrester data also shows that 41% of advertisers rely exclusively on third-party data for targeting. Test first-party data activation, create and build 1-2-1 relationships with strategically important publishers, and move away from third-party data.
These steps may seem daunting, but advertisers and publishers have an opportunity to rebuild digital advertising with privacy in mind. By building stronger relationships with publishers that have a deep understanding of their audience, advertisers will be able to reach consumers with personalised advertising post-cookie, and in a way that protects user privacy. In turn, this will build much needed trust with consumers.
To view the full presentation from MAD // Anywhere, including a Q&A moderated by Justin Pearse, Editor of New Digital Age, you can download it here.
You may be interested in
Turning trusted communities into revenue: How Mumsnet uses Permutive for first-party data collaboration
Learn MoreWebinar: Keine Logins? Kein Problem
Learn MoreKeep going, there's more to uncover.
Turning trusted communities into revenue: How Mumsnet uses Permutive for first-party data collaboration
By empowering Mumsnet to segment its audience into meaningful cohorts, Permutive has enabled the publisher to surface new opportunities for both endemic and non-endemic brands.
Webinar: Keine Logins? Kein Problem
Wie Publisher die Nachfrage von Werbekunden mit demografischen First-Party-Daten aus Umfragen erfüllen können.
Permutive earns top G2 rankings in Summer 2025 Report, including #1 Momentum Leader
Recognition across customer satisfaction, market momentum, and support highlights our dedication to enabling customer growth in the new era of data collaboration.
The Data Collaboration Summit
Permutive’s Summit showcases how collaboration and direct relationships can reimagine advertising and boost Open Internet performance.
Let’s meet at DMEXCO 2025!
Expand your data collaboration and achieve incremental outcomes. Meet the Permutive team and let’s reimagine advertising together.
Permutive and Ocado Ads launch unique audience targeting capabilities for publishers and advertisers to drive incremental outcomes
Future, Immediate, The Independent and News UK join as inaugural publication partners. Permutive, the data collaboration platform powering the advertising ecosystem, is excited to announce a new partnership with Ocado Ads, the Retail Media Network of the UK’s fastest growing retailer. The collaboration means that publishers can now securely enrich their first-party data with Ocado’s extensive retail insights, creating unique targeting opportunities for brands and advertisers to achieve incremental full funnel outcomes on the Open Internet. The partnership builds on the 2024 launch of Ocado Ads, which offers the most complete data set in market…