Let’s be realistic – the ‘360° customer view’ is a lie

For The Drum’s Data & Privacy Deep Dive, Rhys Jackson of agency RocketMill argues that one longstanding dream of digital marketers – a total view of customers across channels – is illusory.
Regardless of whether Google’s deprecation of the third-party cookie will be (further) delayed or not, privacy legislation is here to stay. For once it’s the marketing industry that’s failing to keep up.
For years, digital advertising has sold the promise of connecting