Advertising technology has entered a new phase that uses personal privacy.
For years, the DeiedD advertising industry has been downloaded to the user’s browser to collect data and use this data for targeting. Consumers saw reports about reports and advertisers enjoyed good, not excellent, returns.
The new Adobe customer data platform is one of many innovations in advertising targeting without a cookie.
Cookies
Unfortunately, monitoring based on cookies has personal data protection problems. Unlike the first -party cookies that store preferences, third -party cookies are aggregated, share, showing a lot of private information.
This month, Wired Magazine reported: “Google’s advertising ecosystem shows that a large amount of sensitive information is openly delivered to some of the large brands in the world… Experts say that in combination with other data, this information is that individuals. ”
Privacy advocates have recognized this and started the railing against sharing personal and sensitive information across advertising networks. Technology companies replied. For example, Mozilla Firefox has stopped watching cookies in 2019.
Google, which operates one of the large advertising networks in the world and has the most popular web browser in Chrome, has almost killed third -party cookies in 2024 because it planned to block them in Chrome and move all advertisers to the alternative targeting method, but it didn’t.
“Google has heard the alarm bells from the industry that almost 20 years of advertising technology infrastructure cannot be reduced in six months,” said David Stein, then the CEO of the Audigent data company, in -mail in April 2024 for practical electronic trade.
These alarm bells could be customers of Google’s advertising, its partners for advertising technicians and antimona regulators that Google’s advertising monopoly would be provided by Google.
Cookie monitoring remained in Chrome, but advertising technology providers have not stopped innovating.
Innovation
On the same day Wired published its report, Adobe announced the general availability of its customer data platform (CDP).
“The brands have long rely on third -party audience signals on custom -made digital advertising. Since consumers play a more active role in adapting their personal data preferences, a departure from third -party data means that new tools are needed to identify the audience and deform personalized ads, ”read Adobe.
Adobe’s CDP allows advertisers and publishers to work safely on the first party data to improve advertising targeting while respecting user privacy. These relationships often evoke sharing data of the other party and the audience Shopify and similar products.
Methods
Sharing the other party data is one of the six primary methods that companies research technology exploring because they try to maintain or improve advertising targeting effectively without?
- Sharing the other party data It allows advertisers and publishers to cooperate and often share aggregated data.
- First Party’s data It is when the business of American own data focuses or redirects individuals or cohorts. Many companies buy publications to advertise well -known customers and prospects.
- Unified ID solution Create encrypted identifiers to share systems. The unified solution of trade desks is a test. This ID often stems from -mail addresses.
- Data Clean Rooms Allow analysts to use data without worrying about personal data protection.
- Advertisement based on cohort It focuses on groups of shoppers with a similar profile institute of individuals.
- Contextual targeting It analyzes the context – a website, app, video, e -mail – for re -advertising for consumers without relying on personal data. Artificial intelligence makes it more successful.
These targeting techniques that are used individually or in combination have a significant promise. Most reports indicate that the results differ from advertisers, but techniques are likely to work better cookies than on the market.
Advertising experience
An extract by advertising technologies developing methods without a cookie would fill in the pages. Advertisers who are trying to acquire customers could therefore consider themselves wise experiment.
For example, the Zeta Global marketing platform has recently purchased Liventnt’s e -mail ads. Some believe in the field that Zeta Global appreciated the ability of Liveintent to identify visitors to websites based on e -mail interactions.
Could the Zeta Global platform stand on the side of the court to look for it?
Similarly, Paved, another e -mail advertising platform, has expanded its program network, which allowed advertisers safely and privately shoppers and privately.
In short, targeting advertising is changing and the best options may not be known platforms.