If you do any advertising on Facebook, you likely received their recent announcements that future ad campaigns may not perform as they did in the past because of data privacy changes in IOS14.
It’s all a part of a trend towards giving people the ability to opt-out of their data being used by third parties.
Google announced in January 2020, that they will remove third-party cookie support by 2022. (2022 doesn’t sound so far away anymore.)
A cookieless future will change the landscape on a lot of online advertising channels. Directly impacting remarketing and making it more difficult to target new customers.
It’s not all doom in gloom. There are ways for us to counter that in how we track our first-party customer data, getting smarter at targeting an ideal customer. Looking at how we can recognize an ideal customer and how to generate opportunities to encounter them. It might mean we end up with better quality leads, even if quantity goes down. EU marketers experienced that after GDPR.
In my latest blog post I explore what we can do today to prepare for a cookieless future.
Here’s a glimpse of what you’ll learn:
- Impacts that restrictions on third-party data will have on advertising target and tracking.
- Taking ownership of our first-party data is a way forward for re-marketing to existing customers.
- Changing our perspective of an ideal customer to how they behave rather than who they are, may open up creative ways to optimize our funnels.
>>> for a deeper dive, read the post Owning your customer data in a cookieless future
I want you to have this information now so that when that future does come, we you will be better prepared for it.
Here’s to evolving creative ways to reach our ideal customers!