Based on “The Drum”, June 19th
Data in digital advertising has always played a crucial role in the goal of reaching the right person with the right ad at the right time. For the last two criteria both regulators and consumer tech companies have limited the use of third-party data, which has forced marketers to find new ways of targeting.
With this prevention of third-party cookie targeting, marketers have to shift their focus and find other options such as working directly with first-party data or with partners that have easy access to it.
The third-party cookie changes will provide challenges for many current attribution models but hopefully, over time it will improve the way we look at overall digital advertising activity to be less focused on cookie history from one device and be more holistic about the impact of the overall marketer’s media spend.” According to Henry Shelley, the general manager of The Trade Desk South East Asia. He also believes that the demand-side platform has always believed that privacy and good advertising do not have be at odds with each other. “We fully support bringing greater transparency to the advertising ecosystem by giving users more visibility and choice. With this approach, the industry can continue operating effectively, while respecting user privacy,” he adds.
To serve consumers with relevant messages and ads, marketers who rely on third-party cookies in APAC have to build up their first-party data collection, which means they need to ensure they are working with adtech platforms to inter-operate in first-party cookie environments.
One of those adtech platforms – Quantcast – claims to be founded on the principles of privacy-by-design and takes the issue of data privacy very serious. Andrew Double, who is the managing director at Quantcast APAC states that “this has proven to be an advantage for the platform and its clients when it comes to responding to the evolving data privacy landscape. He further explains “We will have to explore and learn by using native ads, curated video environments and good old branded content to connect with our audience.
Another category is data that customers willingly share like purchase desires and preference through interactive experiences like subscriptions or contests. This data sometimes referred to as “zero-party data” has been touted to be the solution for marketers. This data is typically high quality and accurate with can help rebuild trust and engender lasting and meaningful connections with consumers.
Do you know that Wagawin can help you to be independent of third-party data? Contact us at infa [at] wagawin [dot] com to get your own LivingAd-data.