Loyalty in exchange for what, asks the Marketoonist Tom Fishburne? With third-party cookies going away and enhanced privacy features bundled into Apple’s iOS 14, marketers are scrambling to generate opted-in first-party data and cultivate retention. However, what’s in the loyalty equation for our customers apart from tokens of limited value? Is the data trade-off worth it? Exceptions aside, do most brands deliver relevant and timely value? shorturl.at/dmnB7.