Branding is in the eye of the beholder. Or, as Al Ries and Jack Trout’s classic marketing text Positioning, the Battle for your Mind puts it, a brand’s positioning is the space it occupies in the mind of the prospect. Decades of the world’s best marketing leaders and agency pros have rallied around this definition. If it’s true, what happens to measuring brand identity and positioning with the dramatic shift in one of the best attribution tools marketers have ever known?
Last week, Apple rolled out iOS 15, which brought more privacy changes that could undermine tracking and disadvantage digital marketers. Most notably, the company’s Mail Privacy Protection policy will ask iOS device users whether they want to “protect” their mail or not, preventing marketers from determining whether consumers who “protect” their email opened messages.
Facebook’s strategy change points to a much broader shift in digital marketing. The disappearance of third-party cookies and mobile IDs — and the granular customer data they supply — is forcing businesses to rethink how to ‘personalize’ marketing strategies. Facebook’s strategy suggests the future of personalization in marketing could hinge more on customer experience and less on ads.
So, how does one strike the perfect balance between personalization and privacy in terms of marketing? On the path to personalization, there are a couple of key things that businesses should focus on.
Advanced Contextual does not see contextual ads as at odds with behavioral. Rather, the company wants to add a layer of contextual intelligence to the open exchange, guiding all advertising going forward.
Three years after its debut, the consumer data startup Killi is relaunching under a new name — Reklaim. The name reflects the company’s mission to help consumers reclaim control of their data, and it comes at a time of rapidly expanding demand for privacy-compliant data.
Now is the time for retail marketers to plan and once again adapt their strategies for long-term success in what is becoming a highly competitive digital market. Let’s explore how to reach that success.
The types of adtech companies receiving funding will shift. Winning the post-cookie identity race offers an enticing multibillion-dollar opportunity. Anxiety is high among publishers and tech firms around profound change happening quickly. But companies have been preparing for this day for years, and have devoted extensive time, research, and resources to developing next-gen solutions.
A new privacy era is changing the rules of data-driven business. Below, leaders in digital marketing expound on those changes and on what the future of business, especially in digital advertising, will look like.
As privacy laws continue to gain global traction, now is the time for marketers and brands to revamp their data practices and put the “person” back into personalization. To regain consumer trust, today’s brands need to embrace a privacy-first mindset and adopt transparent data collection practices.
While the click-oriented advertising model is not going away and has its place, it is becoming more complicated with the influx of privacy changes that make targeting and measurement harder. As a result, VRTCAL Founder and President Todd Wooten makes the argument that content is king again.
Google said it would not nix the third-party cookie until 2023. But these business leaders argue it’s still time for marketers to embrace tracking alternatives.
The test of a good business case is that it is backed by a lot of good data but can be easily summarized: Privacy creates trust. Trust builds loyalty. Loyal customers drive growth.
Experts from StitcherAds, AdColony, VRTCAL, ENGINE, and Placements.io weigh in on the future of data-driven advertising as privacy changes accrue. In particular, the crew discusses the resurgence of contextual ads and the intersection between privacy and antitrust issues.
Marketers need to understand how to gather and leverage consumer data on the fly and according to protocol. Gartner forecasts increasing regulations will lead to more than one million organizations appointing a privacy officer by the end of 2022, a signal that now is the time to get serious about media measurement in the privacy era. Let’s explore some strategies that will define the next generation of media measurement.
Experts from Digilant, Influ2, Infutor, Mobivity, and Stirista weigh in on the future of data-driven advertising as privacy changes accrue. In particular, the crew discusses the increasing importance of first-party data and targeting methods not tied to cookies.
It’s possible for merchants to provide personalization alongside customer data privacy—in fact, it’s a must for businesses that want to retain customer trust and remain viable. In order to balance using data for personalization with respecting customers’ privacy, it’s important to first understand the current consumer data and privacy landscape.