Instead of looking for a direct replacement for third-party cookies and digital IDs, marketers need to embrace the opportunity to utilise privacy-compliant, anonymised customer data sets.
With the emergence of international privacy regulations like GDPR and browsers, including Safari and Firefox blocking the use of third-party cookies, it is becoming more challenging for marketers and digital advertisers to target and track their prospects. Instead of looking for substitutes for cookie-like granular measurement and attribution methods, marketers and advertisers should recognise new privacy restrictions and find respectful ways of engaging target audiences.
Brands should find alternative ways of reaching target audiences that do not rely on personal data. They should strike the right balance between consumer privacy and personalised marketing by identifying the relevant data types for specific experiences. Adverts featuring names are a strict No-No, but including their hometown or sports teams might get their favourable attention.
Take a more comprehensive and holistic approach to measurement and attribution. Leverage the vast amount of available anonymised data sources to isolate and explore mechanisms between different variables to find the real cause of a specific trend. Using anonymised, privacy-compliant data while designing marketing and advertising campaigns would give them a longer shelf life by being able to survive the next wave of privacy legislation.
[4 minute read]