Digital advertising must evolve, there is no alternative.
If user privacy is at the center of attention in the digital market, the system must necessarily offer users full knowledge of how companies use their data and allow companies themselves to market effectively.
Digital advertising: the end of cookies
As part of a broader focus on privacy, after a series of extensions, Google is ending third-party cookies on Chrome by the end of 2024.
Companies that use this technology for profiling, addressable advertising and – more generally – digital advertising, are looking for reliable technology partners to support them in this transition to a cookieless advertising strategy.
Addressability and measurement
The two elements most involv germany phone number data in this change are certainly addressability – the ability to show your advertising messages to specific audiences – and measurement – the ability to measure the effects of campaigns on the audience , down to an individual level.
Today – and until the end of next year – the amount of information in the possession of companies is very high thanks to cookie technology.
As users become more aware of the use of data “left” online, the volume of visitor data has already started to decrease.
Then, when third-party data can no longer be used, the amount of information capable of knowing and recognizing its online audience will be significantly reduced.
Internet Advertising: The Necessary First Step
So how can you continue to profile basic techniques for effective communication your audience and measure the performance of your campaigns?
The first thing that companies must focus on today, and that many have already started working on, is the attention and care of First-Party Data , that is, known users, those who, voluntarily and knowingly, for various reasons, have disclosed some personal information (contact, interest, etc.).
These users are valuable because they allow companies to create a known audience base in order to then use probabilistic and modeling tools to project the information in their possession even to an unknown audience.
Good technology is interoperable
Secondly, it is necessary that the phone number us technology used is capable of processing any type of data and that it can communicate with the other platforms and technologies used. That is, it is interoperable , that is, it can create bridges between the different players in the market and give them the possibility to communicate in the most secure way possible.
The key is to recognize the user
For interoperability to take place, one of the keys is that it is easy to recognize the user from one device to another, from one domain to another, and from one platform to another.
At this point, the issue of privacy becomes imperative. Identity or digital identity is the set of information that identifies a natural person in the digital world; summarizes all the identifiers associated with a single user, whether anonymous or persistent, the so-called strong identifiers (telephone, email, etc.). Until now, audience
management platforms treated anonymous and persistent identifiers separately. The novelty towards which the digital advertising market is heading is the unification of the management of this data in a single place, so that the privacy of users is even more protected and consent to data management is finally explicit.
Encrypted Data Security
At this point, you need to equip yourself with tools that protect your users’ information.
One of them is certainly the clean room .
It is a technology that protects data through an encryption system and thus allows companies to share and enrich information, without ever moving or exchanging user data. This tool aims to support companies in their profiling and campaign addressability strategies, while always maintaining maximum security in terms of privacy.
Digital Advertising: The Future is Evolution
In the future of companies operating in digital advertising, the need to evolve, change and renew is certainly foreseeable.
The end of third-party cookies does not coincide with the end of advertising, but with the beginning of a change, of a new way of profiling, of running addressable campaigns and of creating networks of actors that provide interoperable technologies.
Potentially, with the consent of all, this can be the beginning of a more connected and collaborative digital ecosystem.