While the steady march toward the abandonment of third-party cookies presents challenges for digital marketers, it's also an opportunity to embark on a data revolution, a chance to redefine the modern relationship between customer and brand – one built on trust and respect.

In retail, the impact will perhaps be felt more keenly than any other industry. After all, retail marketing is all about creating experiences with customers, not just advertising to them. Trust is a fundamental part of this, with consumers more privacy-aware than ever before when they shop – yet they still crave personalised experiences that speak to their unique needs and wants.