Use on-device solutions to target users

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 31, 2021, 7:29 AM UTC

This piece suggests four alternatives to cookies and device IDs that can help target users in a post-cookie world.

With Google phasing out third-party cookies and Apple coming up with privacy-first updates, brands need to find new ways of targeting to future-proof their efforts. Advertisers can use cohort based targeting and seek partners that are collaborating with tech companies.

Advertisers must explore working with partners that integrate with all leading universal ID providers. Unlike cookies, universal IDs are a viable, privacy-focused option. Advertisers can also leverage on-device solutions, a privacy focused solution that does not rely on device identifiers.

On-device solutions are capable of combining data and privacy and are non-reliant on mobile device identifiers. Additionally, advertisers can also opt for contextual targeting and use omnichannel approach to target audiences effectively.

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[6 minute read]