How to Revamp Your First-Party Data Strategy with Privacy in Mind

Instead of relying on tedious workarounds or shaky inferences, marketers can build zero- and first-party data experiences that let customers tell the brand explicitly what kind of personalization they want.

What Becomes of Brand Identity in a World of Changing IDs?

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?

How Apple’s Latest Privacy Changes Will Affect Email Marketing

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.

Personalization is Transforming as Privacy Forces a Consumer Data Drought

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.

How to Strike a Balance Between Personalization and Privacy in Marketing

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.

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Contextual Advertising Is Not Replacing Behavioral Ads. It’s Enhancing Them

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.

Killi Rebrands as Reklaim to Increase Data Transparency for Consumers

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.

Adapting Retail Marketing Strategies to Fit the Endemic Era

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.

Ad Tech Isn’t Dying amid Privacy Changes. It’s Transforming

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.

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Expert Roundup: The New Data Arms Race

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.

A Privacy-First Approach to Personalization

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.

Why Content Is Replacing Clicks as the Cornerstone of Digital Marketing

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.

Expert Roundup: Google Delayed Cookies’ Death, But It’s Still Time to Embrace Privacy

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 Business Case for Privacy

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.

Expert Roundup: Data-Driven Advertising’s New Playbook

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.

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Media Measurement in the Data Privacy Era

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.

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Expert Roundup: The Rise of First-Party Data

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.

The Data Balance: How to Deliver Privacy and Personalization

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.

No One Solution Will Dominate the Cambrian Explosion of Digital Identifiers

Over the past year, many solutions have emerged as a means to fill the niche left behind by the third-party cookie – and while not all solutions in this space take the form of newly minted digital identifiers, the population of upstart cookieless IDs continues to grow in size, features, and wide-ranging industry support. This raises the question of just how we’ll identify the ultimate cookieless ID.

Google Postpones Cookie Day of Reckoning

Google announced it will not phase out cookies, which allow advertisers to track users across the Web, until mid- to late 2023. It had previously said it would do so by 2022.