marketingartificial intelligence
In a privacy-friendly world, is your audience targeting strategy truly ethical?
How does cross-device addressability help marketers deliver cohesive, personalised ad experiences while navigating privacy constraints across various digital environments?
Cross-device addressability means you can accurately manage your touchpoints with potential customers and deliver a more seamless advertising experience that offers personalisation with relevance but without intrusion. In order to achieve this, marketers need to ensure they are working with an enabling partner that respects the privacy of the user. This is about giving power to consumers to choose how, where and with whom their data is used and shared. And obviously, it is also vital that privacy regulations are adhered to within the jurisdiction in which the advertising is being shown.
What strategies can companies adopt to scale their first-party data solutions in compliance with international privacy laws like GDPR and CCPA?
First-party data takes many forms. Traditionally it's thought of as an email address or mobile phone number that is usually collected once a user has logged into a website. However, getting a user to register and login to a site is easier said than done. Delivering and managing an effective, valuable login strategy takes a lot of work and isn't always possible, relevant or even appropriate.
The reason publishers are looking for more first-party data is to enable better audience addressability, but an email isn’t the only way to do this. There are lots of different types of consumer data out there, and publishers need to think about ways to get what they want using this.
The answer is in a solution that provides publishers, brands and agencies with persistent user identification on the open web without requiring users to share their personal identifiable data.
How can brands foster user trust through transparent, privacy-first consent mechanisms in a multi-device world?
Trust has to be earned and can be easily lost. Brands should be considering the user first as they define their marketing strategies and touch points with potential customers.
For too long there has been no joined-up thinking or tech capability to effectively deliver a coherent marketing strategy across browsers and devices. But this is now possible thanks to solutions like our own, so there is a clear path to build trust with users.
It’s really about taking consumer privacy seriously, and developing a platform that provides the public with a seamless, comprehensible and simple way of managing their data in a multi-device world.
What role do first-party identifiers play in enabling ethical data usage while maintaining targeting accuracy in digital marketing?
In order to have ethical data usage, the user has to be put first. This means gathering freely given and transparent consent as a starting point, and then respecting privacy regulations across all marketing activities.
Solutions like Utiq’s, deterministic first-party identifiers are now readily available which makes targeting audiences both highly accurate, scalable and ethical across the open web.
How can advertisers strike the right balance between advanced audience targeting and upholding strong privacy standards across mobile, desktop, and IoT devices?
The user sets the boundaries. If they consent to receiving marketing messages then the advertiser needs to ensure they are respecting those requirements across all platforms. Making it easy for the consumers to freely give, manage, and rescind their consent is integral to this.
Educating consumers about the value exchange is a big part of the process. If an audience understands its data will help provide a better, more relevant advertising experience across the web, which in turn will help fund independent journalism and maintain a plurality of voice on the internet, then they are much more likely to provide the identifiers that advertisers want.
Ultimately, with full consent and respect for privacy, advertisers are able to achieve the balance of personalised yet relevant advertising across all platforms.
