Consumers typically do research online to make discoveries and purchases, and they’ve come to expect relevant and engaging experiences while they search. Even though most prefer a personalized shopping experience, consumers have concerns about privacy and about being tracked wherever they go on the internet.
There’s no doubt that Chrome’s plan to disable third party cookies by the end of 2024 presents new challenges for marketers. Marketers have to put the emphasis on prediction rather than precision when it comes to audience re-engagement. Fortunately Google’s AI-powered solutions have predictive capabilities that can be used along with first-party data.
The Privacy Sandbox
New technology known as The Privacy Sandbox is being developed in an effort to provide privacy-protecting alternatives to current technology across the Web and apps on Android. It aims to protect the privacy of online users by limiting tracking while giving businesses tools needed to achieve success online. This helps to keep the internet open and accessible to everyone.
The Protected Audience API (formerly known as FLEDGE) is being integrated into platforms such as Google Ads, Google Analytics and Display & Video 360. It reduces the risk of data being collected without the user’s consent or knowledge. It includes safeguards to improve user privacy but may result in remarketing campaigns being unable to achieve the same scale as they are at this time.
The Power of AI
Google’s AI-powered solutions can help marketers achieve more accurate measurements by capturing consented first-party data. This gives you the ability to deliver relevant ads without the use of third-party cookies. Smart Bidding is an example of a tool that can help you to deliver the right message to the right people at the right time using the power of AI.
Using AI-powered solutions such as Maximize conversions bid strategy or optimized targeting can help marketers be less impacted the end of third party cookies. Optimized targeting can identify and serve audience segments most likely to convert. Upgrading Google Display Ads to Performance Max can help you to optimize your results across channels by using the new re-engagement goal, which is available in beta in the coming months.
Leveraging First-Party Data
First-party data is an important tool that should be leveraged to re-engage with valuable members of your target audience. Since this is consented data, it can help you to deliver relevant experiences and deepen connections to your customers while at the same time protecting their privacy. Customer Match targets ads to customers using information they have shared with you.
Publisher Advertiser Identity Reconciliation (PAIR) is a new tool that allows you to engage your first-party customers in Display & Video 360. It gives businesses a way to connect with known customers and hit marketing objectives while preserving privacy.
If you haven’t already started building your first-party data strategy using AI-powered solutions, it’s time to get started. Reach out to Softline Solutions for expert guidance in paid search, display advertising and more. We’ve helped hundreds of companies to succeed online and we want to help you reach your online potential.
