Blendee Identity Resolution: The Answer to the End of Third-Party Cookies
Posted: Wed Dec 04, 2024 6:03 am
Consumer expectations regarding the possibility of experiencing increasingly personalized shopping experiences and interactions with brands have reached unprecedented levels .
This is demonstrated by the data released by Salesforce in the latest edition of the “ State of the Connected Customer Report ”, according to which a full 80% of sample customers believe that the experience offered by a brand is as relevant as its product and service offering and a full 73% of these say they are ready to receive better personalization as technology advances.
These are data and trends also confirmed by a study conducted by “ Think with Google” according to which personalization plays an increasingly important role among the competitive advantages of companies.
A competitive advantage, linked to the personalization of the customer experience, as clear to implement as it is, often, difficult to pursue in an increasingly omnichannel and cross-device context .
Faced with a consumer who moves with ever greater fluidity between the online and offline world, the touchpoints and devices through which they interact with the brand are multiplying.
There is a lot of data and information that is released in each of them, but it is increasingly complex to trace them back to a single individual , especially in an increasingly list of algeria consumer email cookieless and privacy compliant context.
It is precisely in such a fragmented context that identity resolution shows all its value and offers brands, publishers and advertisers a valid alternative to the deprecation of third-party cookies .
identity chart
From Third Party Cookies to Identity Resolution : Advertising Changes Face
To fully understand the importance of marketing strategies based on identity resolution, it is perhaps appropriate to take a step back.
The deprecation of third-party cookies has been repeatedly referred to as a turning point in the advertising world: third-party cookies have been the backbone of digital advertising for decades , a highly relevant element for creating effective and personalized campaigns by coordinating content, delivery methods and frequency with user preferences.
In particular, what has been the basis of the success of this advertising model for years has been the ID Cookie Matching which allows (or perhaps better to say allowed) the creation of conversion maps between the Cookie IDs of a brand's properties with the Cookie IDs of the AdTech platforms on which the campaign was being delivered.
If we think about it, this is precisely the case of retargeting campaigns which, together with the aspect relating to the optimization of the frequency of the ads and the measurement of the campaign results, represents the most arduous challenge where the world of digital advertising will be put to the test.
This is demonstrated by the data released by Salesforce in the latest edition of the “ State of the Connected Customer Report ”, according to which a full 80% of sample customers believe that the experience offered by a brand is as relevant as its product and service offering and a full 73% of these say they are ready to receive better personalization as technology advances.
These are data and trends also confirmed by a study conducted by “ Think with Google” according to which personalization plays an increasingly important role among the competitive advantages of companies.
A competitive advantage, linked to the personalization of the customer experience, as clear to implement as it is, often, difficult to pursue in an increasingly omnichannel and cross-device context .
Faced with a consumer who moves with ever greater fluidity between the online and offline world, the touchpoints and devices through which they interact with the brand are multiplying.
There is a lot of data and information that is released in each of them, but it is increasingly complex to trace them back to a single individual , especially in an increasingly list of algeria consumer email cookieless and privacy compliant context.
It is precisely in such a fragmented context that identity resolution shows all its value and offers brands, publishers and advertisers a valid alternative to the deprecation of third-party cookies .
identity chart
From Third Party Cookies to Identity Resolution : Advertising Changes Face
To fully understand the importance of marketing strategies based on identity resolution, it is perhaps appropriate to take a step back.
The deprecation of third-party cookies has been repeatedly referred to as a turning point in the advertising world: third-party cookies have been the backbone of digital advertising for decades , a highly relevant element for creating effective and personalized campaigns by coordinating content, delivery methods and frequency with user preferences.
In particular, what has been the basis of the success of this advertising model for years has been the ID Cookie Matching which allows (or perhaps better to say allowed) the creation of conversion maps between the Cookie IDs of a brand's properties with the Cookie IDs of the AdTech platforms on which the campaign was being delivered.
If we think about it, this is precisely the case of retargeting campaigns which, together with the aspect relating to the optimization of the frequency of the ads and the measurement of the campaign results, represents the most arduous challenge where the world of digital advertising will be put to the test.