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When it comes to marketing, almost nothing is more important than having high-quality data on your target audience. So it’s no surprise that data privacy changes limiting marketers’ visibility into what their customers are up to is a huge threat.
But what if I told you data privacy changes are actually having a positive impact on marketers?
I get it – you’re probably used to hearing about how the loss of third-party cookies, GDPR, and iOS privacy changes spell certain doom for the marketing industry – but our survey shows that isn’t true.

Out of over 1,000 marketers impacted by data privacy changes, 32% say they’ve had a positive impact on their marketing strategy over the past year, while just 10% say privacy changes had a negative effect.

At the same time, 58% of marketers report a neutral impact, which is understandable since Google’s changes are now delayed till 2024, and the impact of other privacy changes might not be fully apparent yet.
But the big question is, why are marketers seeing positive impacts from privacy changes? Let’s dive into our data to find out.
3 Ways Privacy Changes Are Helping Marketers
1. Marketing Budgets are Increasing to Accommodate Data Privacy Changes
Both government regulators and consumers are demanding data privacy changes, and marketers have no choice but to get with the times.
Luckily, marketers are being given the budget they need to explore alternative tracking and targeting solutions.
Almost half (48%) of marketers say their budget has changed to compensate for data privacy changes this year, with 71% of them reporting an increase in their marketing budget.

What’s interesting is that these alternative solutions are potentially even more accurate and effective than those marketers currently use, which brings us to the 2nd benefit of data privacy changes.
2. New Data Solutions Are Better
Are the tools marketers currently use really that effective? It turns out most marketers are missing critical information on their target audience – just 42% know their basic demographic information, and even less know their shopping habits, purchase history, and which channels they consume content/media on.Alternatives like collecting first-party data, on the other hand, can be used to gain high-quality insights and deliver a highly personalized experience to your customers.
Since first-party data is collected directly from your customers, it is highly accurate and unique to your company – but for customers to give you their personal information, they need to trust you first.
3. More Trust = Better Data
Our consumer trends survey shows that close to half (45%) of consumers distrust companies with their website behavior/cookie data.
Data privacy changes can make consumers feel safer sharing their personal information, so they’ll be more willing to trust marketers with it. As one marketer in our survey put it:
“When it comes to marketing, it’s all about hitting your target audience. Phasing out third-party cookies for Google makes customers more likely to trust them. That trust should translate into more reliable information that I use to target my audience through google.”
Currently, distrustful consumers leave marketers with poor or incomplete data on their target audience. Data privacy changes will allow marketers to get higher-quality data while respecting consumers’ privacy, mutually benefitting both parties.
What’s Next for Data Privacy Changes
Adapting to data privacy changes is challenging because regulations and public opinion around data privacy are actively developing.
The most important thing marketers can do is explore new tracking and targeting solutions so they are ready to adapt their data strategy when the time comes. After all, our research shows that data-driven and agile marketers will win in 2023.

Marketers and third-party cookies — can you name a better combo?
A few years ago, you really couldn’t. But with Google phasing out third-party cookies in 2024, marketers are busy searching for new strategies to collect user data.

While 2024 might seem far down the road, over half of marketers say their company is already exploring alternative targeting solutions.

And that isn’t surprising, because 85% of marketers say their marketing activities are reliant on third-party cookies to some degree, and 77% say Google phasing out third-party cookies will make marketing more difficult for them.

So let’s look into exactly which solutions marketers are turning towards as a replacement for third-party cookies and the unexpected impact it has on marketing budgets.
Which Third-Party Targeting Alternatives Are Marketers Exploring
Of the 54% of marketers who say their company is exploring alternative targeting solutions, more than half are looking into using social media for targeted ads as a replacement for third-party cookies. Collecting first-party data from their customers is another top strategy, as is Google Topics API.

Let’s take a quick look at each of these.
Using Social Media for Targeted Ads
Social media offer advanced targeting tools to get your ads in front of your target audience.
With the rise in popularity of social shopping, tapping into platforms like Instagram is a powerful way to reach consumers – especially Gen Z and Millennials:

Collecting First-Party Data from Your Customers
First-party data is collected directly from your customers, but how exactly do you get it and what do you do once you have it?
First-party data can be collected from many sources – your website, surveys, email, SMS, a CRM like HubSpot, and more.
Once you have first-party data, use it to gain high-quality insights about your audience and create a personalized experience for them.
Considering over half of marketers don’t know basic demographic information on their target audience, among other critical data points, shifting to a first-party approach may end up working to your benefit.
Google Topics API (Privacy Sandbox)
Though not released to the public yet, more than half of marketers looking for alternatives to third-party cookies are checking out Google Topics API. In a nutshell, it will categorize the sites people visit into various topics. Those categories are then used to show relevant ads.
For example, someone who often visits websites related to sports might be shown an ad for a live sports streaming service, all without info on the specific site they visited being tracked and shared with advertisers. Users can also control which topics they are associated with.

Universal Identifiers
A universal ID is a unique user ID that allows companies to identify users across different websites and devices. It functions similarly to third-party cookies, with a few key advantages:

Universal ID offers cross-device tracking, creating a more seamless experience and reducing data loss
Universal ID eliminates duplicate information, meaning more accurate sample sizes
Universal ID solutions can be created with first-party data, offering targeting while respecting privacy

Despite just over 1 in 3 marketers exploring alternatives to third-party cookies looking into universal IDs, it is new, growing, and definitely worth keeping an eye on.
Contextual Advertising
All of the solutions we’ve mentioned so far still rely on user data and targeting. Contextual advertising is all about putting ads in the right places. For example, placing ads for a pair of headphones on a blog dedicated to music production.
In other words, the ads are displayed based on the content being shown, not by tracking the user’s past behavior.
Marketing Budgets are Increasing to Accommodate Data Privacy Changes
While the disappearance of third-party cookies means your marketing strategy will have to change, it’s also an opportunity to develop more accurate targeting methods that respect consumer privacy.
If that isn’t motivation enough, data privacy changes are causing marketing budgets to grow. Almost half (48%) of marketers say their budget has changed to compensate for data privacy changes this year, with 71% of them reporting an increase in their marketing budget.

This means you might be getting some extra budget to explore some of these alternatives and see what works best for your marketing strategy.
And it might actually make your data strategy better – over 30% of marketers in our survey say data privacy changes have had a positive impact on their overall marketing strategy.
We did some extra research and found that a growing budget is just one of the three ways data privacy changes are benefitting marketers – follow the link to find out how else marketers are seeing a positive impact.
What’s Next for Data Privacy Changes
A big challenge in dealing with data privacy changes is that they are actively developing.
We know regulations are tightening and consumers are becoming more concerned about how their personal information is used.
But how data privacy changes will actually impact marketers and which solutions will become the industry standard is still up in the air.
The best thing you can do is prepare for a privacy-first future by exploring new targeting solutions and implementing them into your future planning.
This is a major change, but keep in mind that all marketers are facing the same challenge. Some will be more prepared than others — and the marketers most ready to adapt when the time comes will see the best results.