The California Privacy Rights Act (CPRA), an amendment to the 2018 CCPA, went into effect Jan. 1, requiring publishers/advertisers to comply with new consumer data privacy guidelines. Other states including Connecticut, Colorado and Virginia are getting onboard. We break down the initiatives and their implications in this podcast.
With the new privacy era and the slow-but-certain abolishment of persistent identifiers, marketers have to figure out how to drive retargeting conversions. In 2023, the key to retargeting and hitting your KPIs still lies in brands’ first-party, user-level data – but not in the way you think it does.
The recent Cyber Weekend was a boon for online mining of consumer data, with major social media players using cookies to track users’ activity across the internet, including of course ecommerce websites, often without permission, then sell the data to advertisers.
Livestream commerce became more popular during the pandemic lockdowns, and there are new reasons why it’s seeing some pickup. Some high-profile shakiness in the U.S. (see Facebook, TikTok) means brands need to understand what their audiences want and need, instead of trying to apply here what worked in other markets.
Best Buy is the first retailer to leverage a new demand-side platform from Criteo that lets brands and agencies purchase ads across retail media networks in self-serve fashion, while also using retailer’s first-party data to make programmatic buys on the open web as third-party cookies are being sunset.
Now that 3P cookie targeting is on its way out, thanks to Apple and Google sunsetting them in 2023, brands will need new targeting and measurement strategies. DTCs need to start now to put in places alternative forms of measurement in order to restore their advertising performance and attribution capabilities.
While many marketers consider duplicate customer data a nuisance, it creates problems you can’t just work around. Data misalignment can create a disconnect between sales and marketing, and even promote conflict between the teams. Ultimately, it will reduce operating efficiencies and lead to lost sales opportunities.
Money and reputation aren’t the only things at stake when consumer data isn’t collected and managed with a privacy-first approach. Marketing, customer experience and other teams risk losing control of the data and technology they need to improve engagement and drive growth as third-party cookies go away.