Audience targeting

The end of the third-party cookie and increased restrictions on mobile IDs is coming. We are entering a world where identifiers like third-party cookies or mobile IDs are no longer viable proxies for identity. There are calls for GDPR-like privacy regulation in the US paired with ongoing Google and Apple announcements. A post-cookie world is inevitable, and companies will need a solid transformation strategy to compete. No matter what industry you are in, there is no escaping the impact. How will brand marketers effectively reach audiences and measure success moving forward? The anxiety is palpable.

While planning a purchase, shoppers will peruse and research products at retail stores, but conversion isn’t a guarantee. If a shopper leaves without completing a purchase, the sale doesn’t need to be counted as a loss. Instead, retailers can use retargeting methods to encourage a return visit.

Retargeting data—a successful marketing technique popularized by online retailers—can be leveraged to drive offline shoppers back into physical locations via targeted digital ads and messaging for in-store exclusives, discounts, and other offers.

Research Encoders can help clear the air and review the variety of identity solutions in play, revealing why some are better than others for reach, measurement, accuracy, privacy, and security.

Reach us if you want to know more on:

  • What’s next for marketing programs and personalised customer experiences, and how technology choices matter when it comes to identity and engagement?

  • What’s Next for Identity, Ad Measurement, and Addressable Audiences?

  • How to manage customer identity for actionability in a cookieless world?

  • The tradeoffs between using customer data platforms, data management platforms, and master data management solutions.

  • How Research Encoders help companies to make this transformation?

  • Does hashed emails, fingerprinting, universal IDs, and people-based identifiers actually work?

  • An advertiser’s choice of identity solution affects their cross-screen campaign reach and measurement capabilities.