Databases will grow in significance as organisations focus on building privacy-compliant, first-party data.
As things move towards towards a cookieless web, advertisers should look beyond data-driven solutions to retarget ads. Because targeting in data-driven advertising is often at the cost of consumers’ privacy, transparency, and poor data quality, these campaigns never really perform well, even if they are accurate.
Contextual solutions can help brands retarget ads to the right prospects at the right time in digital environments while maintaining privacy. Existing contextual solutions like multi-touch attribution and marketing mix modelling should allow advertisers to attribute long- and short-term ad impacts without identifiers.
Data-driven tactics, on the other hand, may become more effective when consumers' privacy and consent to gather, use, and manage their data becomes more transparent. Also, more consumers will be willing to share their information with brands in exchange for real value.
[3 minute read]