Part III: How Do You Solve a Problem Like Targeted Ad Media?
Although complex, first-party platforming shows us that solutions do exist for the issues of tracking and retargeting. However, with device-level privacy restrictions and the removal of third-party cookies, the solutions for targeting fresh leads and qualified customers appear more elusive.
Conventional wisdom states that third-party cookies are ideal for B2B and B2C outreach, as the information they contain offers vital insights into the stage of a prospect’s buying journey. Whilst studies have questioned the validity of this notion—in fact, research has found poor consumer identity match rates of between 40% and 60%—the problem remains: how do companies establish a framework for lead generation in an environment which rigorously protects identity and activity?
Implications
Data Sourcing
As the commodity value of third-party data decreases, advertisers without first-party provisions in place will be increasingly forced to rely on walled garden data sources—such as social media sites—to develop an understanding of a particular user. However, whilst platforms such as Facebook and LinkedIn can offer incredible reach, for niche advertisers, their appeal can often be too broad.
In such cases, advertisers may choose to instigate direct relationships with large publishers. Many publishers are choosing to pool their own first-party data and supply it to partners; in this way, advertisers can reach niche audiences with accurate first-party data (without the need to collect it themselves).
Personalised Ad Serving
For many advertisers, the deployment of personalised ad creatives is a key component of their marketing strategy. Brands both large and small have developed extensive libraries of creative ad units, leveraging platforms’ first-party data to assist in effective deployment.
Whilst there are a number of proposed solutions to this problem, as LoopMe Senior Director Sarah Rew states, “we’ll see advertisers […] move towards areas like AI-driven predictive modelling as a way to improve outcomes without compromising consumer privacy. Those companies that embrace innovation by continually optimising their media based on multiple data signals and powerful AI capabilities will be well-placed to develop more effective advertising campaigns, regardless of the cookieless future.”
Solutions
Quantcast
Quantcast is leading the charge for a cookieless future, with a range of AI and machine learning tools that create an accurate picture of consumer behaviour without impacting privacy. It is also leveraging first-party cookie technology and its extensive partner network to supply non-invasive targeting solutions.
In practice, this means first-party cookies are dropped by and accessible to only the website that the user is currently viewing. Publishers can provide the data from these cookies to partner platforms—such as Quantcast—who subsequently offer it to advertisers.
The Quantcast platform also provides effective tools for evaluating the size and value of potential markets, leveraging its own first-party data to spot untapped, user-specific opportunities.
Meta Ads Manager
For B2C brands, Meta remains one of the most extensive, relevant, and valuable walled gardens for consumer data. Through the Ads Manager, advertisers can engage audiences across Facebook, Instagram, Messenger, and the Audience Network.
Brands that haven’t already established a presence in Meta’s ecosystem should strongly consider doing so, even with GDPR issues the company is facing.
LinkedIn Advertising
With its B2B focus and user base of professionals, LinkedIn could potentially occupy an area of the social media landscape that is unaffected by data protection regulations. There is already ambiguity over the extent to which marketing via the platform breaches GDPR legislation, and, for those businesses that operate in the B2B space, its advertising network could prove invaluable in 2023 and beyond.
