A Seismic Shift in Martech: Are You Ready for Cookie Opt-ins?

Balancing data collection with transparency and personalization is a 21st-century problem for many brands. One KPMG study underscores a growing dilemma: while 70% of companies gather more consumer data, 86% of consumers express rising concerns over online privacy. 

With opt-in cookies becoming the norm, brands face mounting pressure to tread the line between privacy and personalization with care.

In an interview with Designrush, Pantheon’s Co-Founder Josh Koenig highlights how brands can adapt to this privacy-conscious era. He emphasizes trust-building through quality consumer journeys, personalized experiences and transparent data use. According to Koenig, brands that rely on first-party data—data collected directly from consumers rather than through third parties—can strengthen their connection with customers. He advises creating seamless website journeys to encourage data sharing, adding that consumers are more willing to opt in when they see a clear, personalized benefit.

As social media continues to grow as a way to connect with audiences, the power of a cohesive website is more vital than ever. While social feeds are crucial for discovery and sharing, marketers still need CTAs. Whether they’re directly retailing via eCommerce, building the B2B pipeline, or driving brand awareness, CTAs are clicks, and clicks should go to their own property. As the old saying goes, ‘Don’t build on rented land.’” 

– Josh Koenig, Pantheon Co-Founder and Chief Strategy Officer

Koenig also argues that brand websites become critical to engaging users directly as social media platforms and algorithms shift. Pantheon’s integration with platforms like Lytics supports AI-powered personalization on brand sites, making these customized experiences accessible to businesses and helping them build meaningful relationships with consumers.

Continue reading “Is Your Brand Ready for Cookie Opt-ins” to get more hands-on tactics.