Ante el escenario cookieless proyectado para 2025 ¿Cómo debería un marketer ajustar su estrategia para maximizar el uso de los datos de first-party data de Mercado Libre en ese contexto?

Implementing Privacy-Enhancing Technologies (PETs) and diversifying marketing strategies to leverage first-party data is the correct approach because it directly addresses the cookieless future by focusing on data collected directly from users within a secure ecosystem like Mercado Libre. This allows for continued precise audience segmentation based on real transactional and search behavior, without relying on third-party cookies. This strategy balances privacy compliance with effective, data-driven advertising. Moving budget to external Search Ads ignores the value of Mercado Libre's first-party data. Prioritizing external zero-party data collection is less efficient than utilizing existing platform data. Focusing exclusively on contextual advertising without audience segmentation limits targeting precision.