Every click, swipe, and search leaves a trail of digital breadcrumbs. But, not all of it points toward actual buying intent. In the midst of an abundance of data, there’s a real challenge in quickly and confidently separating high-value prospects from those who are just browsing.

Attention spans are short and personalization expectations are high. Traditional demographic information like age, income, and ZIP code no longer paint a complete picture of today’s consumer. Instead, modern marketers are leaning into to psychographics, which provide deeper insights into consumer values, lifestyles, and attitudes, to build more precise targeting, messaging, and engagement strategies.

In July 2024, Google made a significant reversal in its decision to phase out third-party cookies from its Chrome browser. For years, the advertising and marketing community has been preparing for this change, and the unexpected move has prompted a lot of questions.