First-party data improves ad targeting

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 02, 2021, 1:43 PM UTC

Incorporate modern marketing methods and tech like omnichannel to improve ad-targeting post-cookies.

As third-party cookies eventually get phased out, marketers need to prepare for the “cookie apocalypse” to prepare for the future and improve ad targeting for a cookieless web. Upskilling the marketing department with deep tech and data expertise and implementing analytical methods can help businesses enhance their marketing efforts without third-party cookies.

Teams must be proficient in working with new marketing tech stacks to crave new ideas for their marketing campaigns. Leverage predictive and perspective modelling to improve interactions across ads and collect first-party data to improve ad targeting.

Building meaningful relationships with consumers can further help brands effectively connect with prospects and gather first-party data without cookies. Developing personalised campaigns through omnichannel can help brands automate marketing efforts, enhance customer experiences, and boost sales.

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