Ad personalisation in a privacy-first world + Data solutions

Joelma-Melissa Tavares
Junior Marketing Specialist

There have been many significant changes in the digital world in the past year. But amid all these changes, ad personalisation has perhaps been hit hardest. With the protection of consumers’ data becoming an increasing concern for consumers and brands, digital marketers are forced to adapt and find innovative tactics to continue delivering relevant ads without violating user privacy. 

Just as marketers were getting used to legislative changes and Apple’s IDFA restrictions, Google announced that Chrome will block 3rd party cookies in 2022. It will be one of the most significant changes to the digital marketing ecosystem; hence businesses need to be aware of how heavily these changes will affect their plans and campaigns. 


But what does this mean for personalisation?

Tailoring ads to consumer behaviour and interests aims to increase the chances of people interacting with those ads. Third-party cookies assist marketers in delivering these relevant ads. Without the ability to determine which audience is best for specific ads, brands will miss sales opportunities and inhibit new conversions. If cookieless solutions are not formed, markets will blindly spend in hopes of being on the path to conversion whilst relying on intuition in the hope of results. Consequently, moving into a world without cookies to guide us will constrain the effectiveness and the implementation of personalised ads.

Fortunately, technology companies such as Google and Facebook are currently working on solutions that allow companies to target relevant ads while adhering to current privacy policies that protect consumers. There are several tools currently being developed to solve this emerging challenge.


Measurement Solutions

  • Google Analytics 4: includes new capabilities to improve identification across devices and platforms, new functionalities to continue measuring and providing insights that comply with regulations. It also has Machine Learning to improve attribution and cross-device reporting. 
  • Offline Conversions: the main goal is to gather all the advertiser’s first-party data, organise it correctly and activate it in the campaigns. To achieve this, there are different standard solutions such as Enhanced Conversion or Match ID, but we believe in looking for an Ad Hoc strategy for each advertiser where that first-party data is used in the best way.
  • CDP: A Customer Data Platform (CDP) is a tool that aggregates and organises customer data across various touchpoints and is used by other tools, systems, and marketing efforts. CDPs collect and structure real-time data into individual and centralised customer profiles.
  • UX Cookies Banner: Perform constant optimisations to reduce the rejection of cookies on the website through the cookies module. To this end, the “accept” button of the module must be made more visible and accessible, always bearing in mind the legal framework in which we must operate.

Privacy Solutions:

  1. Consent Mode: This tool aims to adjust the behaviour of Google advertising and analytical tags according to the user’s consent, mitigating the impact of the application of the cookies module.
  2. Ads Data Hub: this is Google’s new tool that allows for the aggregation of advertiser data with Google’s own data, enabling customised analyses tailored to specific business objectives while respecting user privacy (GDPR).
  3. One Google Tag: Use gtag.js and GTM combined with the conversion linker tag to measure conversions with your domain’s cookies (first-party cookies). Also, having the Google environment tags with the default Google templates and the conversion linker tag configured will help you flow your campaigns more effectively.
  4. Server-to-server (S2S): Sending information from server to server instead of client-side. For increased privacy and restriction of cookies.

When cookies are finally phased out, marketers must be prepared. By evaluating the possible solutions and redesigning our data strategies, brands can find the best fitting personalisation proof practices and manage the changes associated with a cookieless world. 

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