What happened during the pandemic?
Google delayed its removal of third-party cookies until 2023, giving brands a second chance to develop a clear solution for it.
What will happen next?
Rather than scramble to patch a solution together, brands are now developing a considered approach to their own customer data, consent, security and privacy.
What does this mean?
Brands are creating more opportunities for consumers to interact to develop data capture opportunities.
Brands are also starting to introduce data clean rooms to maximise their own first-party data by fusing it with washed de-identified publisher audience data.
What do brands need to do?
Get the basics right about consent, security and privacy.
Learn as much as possible about existing audiences and different segments that may exist within the data.
Utilise look-a-like audiences to find potential customers. Be mindful of creating too many small audiences and not driving the scale required to see the real benefits of activating audiences through paid media.