, Feb. 20 -- At the heart of that change is the ongoing elimination of third-party cookies by the tech giants behind the world's most popular web browsers, including Apple and Google.

These privacy-focused changes will make it more challenging for marketers to obtain the demographic and web tracking data they've long relied on, which is why there's been so much pushback from the community.

But they also represent an opportunity to take a different approach and find new ways of doing things.

One of the most important steps marketers can take to adapt to this new reality is to embrace experimentation.

It's something that's long been critical to our operations at Uber, not least because we've been very careful to put data privacy policie...