Interviews, insight & analysis on digital media & marketing

The privacy-first world: let’s get impersonal

By Diane Perlman, CMO, Blis

Changes to IDFAs and third-party cookies have sent ripples through the digital ecosystem – an industry dependent on precise planning, hyper-personalised targeting and multi-touch attribution. And, admittedly, these changes will fundamentally affect every part of the campaign cycle, right the way from planning through to measurement. 

It’s an industry defining moment that has people concerned right across the board. In fact, a recent Blis study found that 78% of brands and agencies are concerned or very concerned about cookies disappearing, while 61% feel the same about the reduction of IDFAs.

Despite this, we don’t believe this is all bad news for marketers. The changes have created a perfect, unprecedented opportunity for the industry to innovate and work towards an ecosystem with increased consumer friendliness – something that will benefit advertisers and the industry as a whole.

But how?

There has been loads of talk about solutions, such as Universal IDs (UIDs), contextual targeting, Google’s FLoC and first-party data, that could provide the answer. Indeed, our own recent survey revealed that 80% of those surveyed thought first-party data was the most viable option, followed by contextual at 72%, whilst 42% cited UIDs and only 24% cited FLoC. But ultimately,  all of these solutions will play an important role in the future of digital advertising. There isn’t a one-size-fits-all solution yet and it’s likely that a combination of these solutions will be the way to go. 

Of course, it’s all quite a lot to take in. So, to help brand marketers and agencies make sense of all the potential solutions, new terminology, and navigate the stormy seas ahead, we’ve put together a useful guide. The playbook sets out to explain the challenges and opportunities that the industry is set to face and delves into the pros and cons of all the potential IDFA and cookie replacements floating around.

We also share our ‘top tips’ to survive and thrive in this new landscape:

  1. Don’t put all your eggs in one basket
  2. Innovate, don’t imitate.
  3. Don’t sacrifice scale.
  4. Make sure it’s made to measure.
  5. Be flexible.

The changes we’re seeing provide a unique opportunity for stakeholders to contribute to a new and improved digital ad ecosystem. Collectively, we have the chance to create innovative solutions that will benefit both businesses and consumers.
Are you and your clients ready for this new, more impersonal world? Get impersonal today by downloading our guide: Preparing for a privacy-first world: your personal guide to getting impersonal.

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