Employ first-party data for better targetting

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 07, 2021, 4:36 PM GMT+0

Privacy regulation has accelerated the development of granular user profiles, personalisation and ad targeting at scale.

With privacy concerns leading to greater restrictions around third-party cookies, marketers are adapting innovative tools to gather first-party data and bridge the gap between data providers, agencies, and brands. First-party data is used to enhance cross-device targeting, crafting tailored messages and drafting privacy-compliant ads.

Brands can use the insights gathered from first-party audience boarding to optimise campaigns and evaluate consumers responsiveness while adapting to consumer behaviour. Further, with the digital industry focused on matching IDs, data providers can increase match rates with compliant processes and integrated data platforms.

Solutions like The Trade Desk’s solution Unified ID 2.0 (UID 2.0) can help brands manage and activate data across sites and attribute metrics without third-party cookies. Goole’s Federated Learning of Cohorts (FLoC) can replace individual IDs and help target prospects based on group IDs.

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