As we move towards a world where ad targeting is based on personal data and less available device identifiers, brand marketers and agencies are forced to find new ways to reach consumers and ” Achieve key business results through personalized, high-performance digital advertising.
The changes have sent shockwaves throughout the digital ecosystem and will drive changes across the entire campaign cycle, from planning to activation and measurement. And it all follows regulations, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), which have already been put in place in recent years.
Regulations like the GDPR and CCPA – implemented in response to growing consumer frustration with the use of their data – have paved the way for the creation of an industry that takes better care of internet users’ data. This gives consumers more control over the information available to marketers, publishers, and tech companies.
While these regulations have been at the forefront of change, it is still very positive for consumers that companies like Google and Apple are putting their own measures in place. At the same time, we have to wait and see if these seemingly philanthropic actions by tech giants are really what they appear to be, as many people have already questioned their true intentions.
What is the solution?
What we can be sure of is that an unprecedented change, which defines the industry, is underway, due to the depreciation of data and, in essence, the very currency we have depended on for years, will give us a lot. think about moving forward.
A recent Blis study found that 78% of senior marketers are concerned or very concerned about the loss of cookies, while 61% feel the same about the disappearance of IDFAs. And, when asked what worried them the most, 37% of respondents said it was a combination of factors, including the ability to effectively plan smart campaign strategies, launch targeted and personalized campaigns. large-scale and effectively measure campaign performance.
Some companies, in response to changes to third-party cookies and IDFAs, may choose to wait and see what happens, choosing to continue to rely on these cookies and personal identifiers until the last moments. However, this inability to take action will inevitably cause these businesses great harm and they will see their reach and measurability plummet as a result.
At the same time, the potential solutions the city has talked about also have their flaws.
Google’s Federated Learning of Cohorts (FLoC) works by bringing together large groups of anonymous users with similar content interests, processing their data on the device rather than distributing it across the web. However, critics strongly called out Google for its solution, calling the measures anti-competitive and damaging to the entire industry.
Then there’s the option of adopting Universal IDs – a cross-site tracking solution. But that would ultimately force consumers to share their email address or phone number with a site when they go online. And, quite simply, most consumers don’t have the greatest level of trust in the sites they visit, hence the reason the industry is where it is now. Additionally, such identifiers would still require consent to consent under Apple’s IDFA plans.
The other potential solution, and the one that has perhaps gained the most attention, is contextual targeting. This privacy-friendly approach requires no personal ID and simply works by serving ads on pages or sites where advertisers think their target audience would be. however,
This return to a bygone approach to digital advertising is just not as measurable or effective as the solutions we have been using for the past 10 years and it is difficult to target niche demographics. Thus, the context, on its own at least, cannot be the solution sought by advertisers.
Despite their imperfections, all of these options will play a role in the post-cookie world we are heading into but, individually, do not offer the solution marketers are looking for. Marketers need to find smarter ways to leverage the compliant data that is available to them – or their ability to run effective, high performing campaigns will end up being even more limited in the post-cookie world.
And this is where location data could prove to be the key.
Location, location, location
There is a huge pool of optional location data that allows marketers to gain insight into real-world consumer behavior, even with shrinking data on the horizon. At Blis, for example, we see GPS-based motion data from over 370 million licensed mobile devices every month in 160 countries.
Advances in machine learning and huge datasets mean consumer analytics is possible in ways that have never been seen before. Through a combination of personal and non-personal data signals and location intelligence, it is possible to map specific audiences for targeting purposes.
This combination of location data with hundreds of aggregated and anonymized behavior and lifestyle signals opens the door for brands to build a more complete picture of their customers and reach them at scale. Whether it’s zip code clusters or mid-income alongside that real-world movement data, these dynamic audiences provide an ever-evolving, multidimensional snapshot that requires no personal data to target and run campaigns.
Dynamic audiences do not require any cookies, device IDs, email addresses, phone numbers, or names upon activation, ensuring consumer privacy is respected. And, despite the lack of personal data, each target audience will be uniquely differentiated from the rest of the population and scaled up – performing better than other alternatives. As a result, brands can continue to reach audiences they might have feared losing.
Over the past decade, the focus has been on achieving personalized marketing using cookies and personal identifiers, but now the industry must innovate and ensure that the era of protection privacy foremost offers benefits to consumers and businesses. Now we have the ability to reset ourselves and make the digital world a better place for everyone.
Amy Fox,, Vice President of Products, Blis