In the life of companies and industries there are times when there are great ‘Himalayas’ to face. Its vertical walls paralyze many. However, the most audacious are able to undertake the ascent to reach the desired summit and from there contemplate the immensity that looms on its horizon.

Something similar is happening in the digital advertising industry. Australia Mobile Number Database Until now, brands and agencies lived in an environment, more or less quiet, with well-defined rules of the game. And it was something that allowed them to reach consumers in the best possible way, adapting their campaigns to their tastes with the famous third-party cookies. However, as an insurmountable wall, the recent announcement by Google of the disappearance of these in 2023 is proposed. To which is also added that of mobile identifiers (MAIDs). All of this will lead to a much more complicated new environment for media buying, due to the measurement of fragmented campaigns as a result of multiple IDs.

But in the face of challenges,Australia Mobile Number Database
boldness. And faced with the challenges, solutions. An interesting document called Get Ahead of the Curve deals with all of this. How to prepare for the future without cookies prepared by our company and as a contribution to the improvement of the digital ecosystem. Since it is a roadmap to help marketers to be prepared and face the future without cookies so that they can optimize digital campaigns in the new scenario.

And what is the way? , prospecting for new customers. With which to reach high performance audiences, as well as retargeting and even personalization of creatives, data and measurement.

Additionally, alongside the above, Australia Mobile Number Database on the purchasing side of the digital ecosystem, technology providers have been quick to introduce their own version of an ID designed to operate in a cookie-free environment. At the same time, significant progress is being made to activate these identifiers on all shopping platforms. Although it must be taken into account that as a consequence of the loss of the personalization of the campaigns through cookies, it is being observed that advertisers will need several IDs on the purchase side to reach the scale they need and execute their Omnichannel campaigns. .

As a result, there are also a number of challenges around measuring campaign performance and creative personalization. And how can advertisers safeguard digital campaigns? The answer lies in advertising servers, which are the most viable solution to this situation. Since the ad server is the only tool in the technology stack where identity data and campaign data can be unified at both the user level and the impression level. In addition, it is the technology of the digital advertising process with which the final consumer is reached in what is known as the “last mile” or final phase of the customer journey.

However, for this, the ad server must be able to provide a unified identity, taking into account all the digital identification spaces, both for measurement and for personalization. While offering unbiased (reach, frequency, and attribution) and conflict-free measurement in media buying. As well as, on the one hand, allowing advertisers to work with the best partners of their choice and safeguarding the property of advertisers on the data of their campaigns. And on the other, respect the privacy rules, giving the customer information and purchase options in each impression.

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