Marketers should focus more on first-party data to adapt to the new privacy regime

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 18, 2021, 5:34 PM UTC

Apple’s App Tracking Transparency (ATT) update has changed the way marketers can target consumers across channels.

Privacy updates like Apple’s ATT would not change ad spend dramatically. But, it would change how advertisers target consumers across channels. So, advertisers must invest in new ways to use different data sets to target potential buyers with tailored campaigns.

Leveraging first-party data can help marketers effectively target consumers while also respecting their privacy. But, they need to work harder to attain first-party data and leverage it through owned channels to engage and retain consumers.

Croud’s Emily Smith said using server-to-server integrations in conjunction with marketing mix modelling (MMM), “calibrated by regular incrementality” could help brands effectively measure true business impact in a post-cookie world. Additionally, advertisers would need to shift focus away from a user-centric approach to a more segment-based approach.

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