How to Prepare for a Privacy-Safe Future
Technology, and the way we use it, is constantly evolving and altering the foundation of the digital advertising industry.
Consumers’ rise in concern for privacy is forcing Google’s upcoming addition of cookies and web browsing restrictions. Cookies are blocks of data that websites use to store a user’s data when browsing a website. They store valuable information such as the consumers’ shopping cart content, login credentials, user preferences, and more. Cookies allow advertisers and digital marketers to better target ads, measure conversions, add users to remarketing lists, create audience lists, and personalize experiences tailored to each consumer. However, users are having rising concerns about their privacy during their online experience, leading to Google eliminating the use of third-party cookies, projected to go into effect by the end of 2022. As we rely on these tracking mechanisms and data collection strategies for our businesses, we must look for a way to adapt to these upcoming changes and prepare for the future.
Global Site Tags
Global site tags are used to measure and send event data to platforms like Google Analytics, Google Ads, Campaign Manager, and the like, and these tags must be placed on every website. They fire once given consent, and they can model for data that we do not have visibility for. Global site tags are necessary for accurate conversion tracking, as well as collecting first-party data.
First-Party Data Strategy
First-party data can be used as a competitive advantage. It is used to retain high-value customers, gain more customers, increase efficiency, innovation insights, and more. However, the move toward a more privacy-safe future will make it harder to create audience lists. Audience lists rely on third-party cookies to add users to remarketing lists. These audience lists are smaller but have higher intent. With the upcoming shift in data collection restrictions, focusing on first-party data is crucial.
According to Google, enhanced conversions will be available in July 2021, and they work by measuring more observed conversions. When someone fills out a form or any sort of data submitted online, the enhanced conversions feature will anonymize the user’s email and personal information and then report a conversion. It uses first-party data and consented data to fill in the gaps, allowing for more accurate measurements.
Customer Match and Audience Targeting
Customer Match uses first-party data to reach different customers and deliver personalized messages. It helps build audience lists in Google Ads, targeting your ads to your customers, and, because these ads are relevant, customers like them. Automated targeting is another privacy-forward solution that will benefit advertisers, using machine learning to predict and reach relevant audiences based on existing ones.
If you want to stay ahead of the curve, now is the time to act and begin implementing these strategies. Moving toward a privacy-safe future now will allow you time to adapt successfully. Also, those who have already made the shift have seen +270% returns. Don’t know where to start? At Tandem Buzz, we can help assist you with what the future holds.