Diversify ad strategies so that publishers and ad networks don’t need to rely on third-party cookies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 08, 2020, 2:57 AM UTC

Data from predictive analytics can effectively segment audiences and deliver high-quality content

This article suggests alternatives for third party data that advertisers can leverage for ad targeting and data gathering. As Google phases out third-party cookies, brands should focus on converting consumers in the bottom of the sales funnel on digital marketplaces like Amazon.

Implementing search strategies with video ads on social media platforms can provide brands with qualified leads and help with ad targeting. A cited survey in the article states that 76% of consumers purchase a product after discovering it via video.

Marketers can employ artificial intelligence and machine learning to predict purchasing behaviours and identify relevant audiences, while enhancing ROI for ad campaigns. Incentivising and encouraging consumers with loyalty programs to “authenticate” themselves can help brands track them with unique IDs.

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