If you want to collect customer data, you need to be able to offer something in return. This could be extra services, such as with Xtra, but it could also be content. Mediahuis is a great example of how you make content available to customers who create a personal profile.
2. Companies that use targeted ads
Targeted advertising is useful for companies to reach the right audience and minimize waste from their campaigns. However, more and more people are averse to targeted advertising based on data they have unknowingly given up. Google's recent announcement is not the only game changer in this respect. Apple also announced measures in 2020 to ban third-party cookies in their Safari browser. And the popularity of ad blockers continues to grow. The playing field of targeted advertising is therefore changing drastically.
Advertisers currently using third-party data for italy telegram data targeted performance campaigns have three options:
1. Redistribute advertising budgets
Companies can shift their investment towards offline channels: TV, DOOH, radio… In digital terms, this could well mean a comeback of Contextual Advertising. In this case, the advertising message is not tailored to the individual visitor, but to the web page or app in which the message appears.
2. Ignore the shift and stick with Google's FLoC alternative
It is currently unclear what Google's FLoC alternative will look like. Whether it will remain possible to advertise in a targeted manner in the future is highly uncertain. Almost all non-Google browsers are averse to the FLoC alternative. Users who use Chrome will of course remain reachable as a targeted audience . Whether it is wise to put all your eggs in this basket is therefore questionable.
3. Setting up a first-party data strategy
The most drastic, but undoubtedly best, preparation for a future without third-party data is to implement a first-party data strategy.
What does a first party data strategy look like?
Often, websites and apps ask their visitors for data and permission to use their profile very late in the customer journey. For example, when you shop online, you only create a profile during checkout.
