The opportunities of community-focused marketing in a post-microtargeting world

Online communities will become more important for brands in the post-cookie era.

The issue of privacy is hot on the consumer agenda, as awareness grows of the need to protect personal data and more people adopt technologies like ad blockers.

At the same time, third-party cookie use is on its way out. It’s clear that brands which have focused heavily on personalisation strategies and microtargeting in recent years must pivot to avoid becoming less relevant to their audiences.

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