With people ready to celebrate this holiday season, marketers will need to take just such a data-driven approach to create messaging that resonates and is personally relevant to customers.
TV ads transacted on broad age and gender targets from panel-based ratings as the common currency will soon be in the rearview mirror. The journey is well under way to evolve the measurement currency to meet the needs of marketers and publishers.
Most marketers are now considering best practices. While there are sure to be quite a few, they can all be rooted in a clear value exchange — by highlighting how data collection can improve overall experiences for consumers.
As the reality of a soon-to-be cookieless world sets in for publishers, all eyes are on the need to diversify revenue streams and forge deeper connections with readers through insights gleaned from first-party data.
While it’s probably difficult to imagine in today’s world – where anyone can whip up a business-destroying Twitter storm in seconds – listening to customers hasn’t always been the default.
The past year has not been kind to digital media. From the (now-delayed cookie-apocalypse) to Facebook’s continual political troubles to increased scrutiny on digital privacy, it’s safe to say digital media has not had a good 2021.
While we have never completely relied on third-party cookies – by offering Commercial Mix Modelling we don’t need them to measure effectiveness – we are indirectly affected.
The ground is already shifting when it comes to cookies. During this transition period, I thought it might be helpful to share a bit about our approach to cookies (or the lack thereof).