But one industry legend who gets it is News Corp’s managing director of client product, Pippa Leary. Speaking to B&T for News Corp’s annual upfront event D_Coded, Leary was blunt in what concerns marketers when it comes to using data and targeting to advertise. “It’s been five years of pretty intense signal loss and data fragmentation,” Leary said. I wonder if the cost per click has changed to reflect how difficult it is to actually talk to people if you don’t have first party data. “So from a client’s perspective, if you haven’t worked out what your data-driven marketing strategy is after the end of third party cookies, you are in trouble.