Chrome users will soon have the choice to opt-out of tracking, similar to Apple’s App Tracking Transparency (ATT) framework – a move that will lead to pervasive signal loss, hindering targeting strategies that rely on third-party data. Focusing on permissioned, first-party data is the best solution for long-term success.
Enhance Your Datasets
First-party data helps marketers accurately reach relevant audiences, whether it’s through their owned database or by using permissioned data from providers like PCH Media. That said, even if you aren’t ready to make a full move over to first-party solutions, combining third-party data with first-party data provides a more complete view into consumers’ behaviors and preferences to better target consumers and drive deeper engagement for improved ROAS. Combining datasets can also help marketers discover audiences that they haven’t targeted or considered before, expanding their reach.
Deepen Consumer Trust
Privacy is crucial for marketers to consider, as consumers are becoming increasingly concerned about protecting their data. In our Data Privacy and Ethics report, we found that over half (58%) of Americans over the age of 25 are willing to stop interacting with companies that have a poor reputation around data management. To continue growing their datasets, marketers need to be fully transparent about their data collection and usage policies, giving consumers the power to choose whether they want to share their data. Our recommendation is to follow compliancy requirements of states with the strictest data collection protections comprehensively, as doing more than what’s required will build stronger trust between brands and their customers.
Build a Strong Value Exchange
Marketers should also consider creating a meaningful exchange that invites consumers to share accurate personal information for something they value—such as discounts, access to content, or product giveaways. This strategy allows marketers to build accurate permissioned datasets on an ongoing basis and builds lasting relationships with consumers.
Navigating a Low-Cookie World
Even though cookies aren’t going away, voluntary opt-out policies mean the threat of signal loss remains. Marketers can future-proof their targeting strategies by expanding permissioned datasets, providing value that increases consumer engagement, and practicing proper privacy protocols.
Collaborating with data providers like PCH Media, whose solutions stem from authenticated, permissioned consumer information, are crucial for long-term marketing success.
