In recent years, changes in legislation and increased awareness around data privacy have presented advertisers with new challenges. In two previous blogs, we discussed the impact of the Digital Markets Act as well as the shift from cookies to a consent-based approach in privacy-friendly marketing. In this final part, we focus on the opportunities still available for advertisers to effectively reach their audience, even in an era where consumer data is increasingly less shared.
With the growing number of consumers refusing to share their data, often referred to as "non-consent inventory," advertisers must become creative in their approach. One strategy that has been revitalized by these changes is contextual targeting.
Contextual targeting, a method dating back to the early days of online advertising, focuses on displaying ads relevant to the content of the webpage the user is currently viewing. Instead of basing ads on the user's personal data, the webpage's content is analyzed to determine which ads are most relevant. This approach is not only more respectful of the user's privacy but can also be highly effective.
Modern techniques have significantly improved contextual targeting. By using artificial intelligence and advanced algorithms, advertisers can now predict with much greater accuracy which ads perform best in which contexts. This ensures that consumers see ads that align with their immediate interests, without using their personal data.
Another powerful privacy-conscious strategy is Customer Match. This method uses first-party data, the information a company has collected from its own customers, to identify these customers and potential customers on large online platforms such as Google and Meta. Customer Match allows advertisers to combine their own CRM data with the data from these platforms. When a consumer is logged into, for example, Google, they are recognized through their Google ID. By matching your own customer database with Google's ID database, you can show personalized ads to consumers who have already consented to the use of their data.
This approach offers advertisers a way to effectively reach their target audience without relying on third-party cookies. However, the process is not without challenges: the data you upload to the platform must be accurate, as even small discrepancies can result in a failed match. Therefore, ensure that your first-party data is well-organized, possibly in collaboration with a specialized partner, so that this challenge does not become an issue. In this way, Customer Match offers a valuable tool for businesses that want to continue advertising in a time when privacy is becoming increasingly important.
As the digital marketing world adapts to stricter privacy regulations and the decline of third-party cookies, it is important for advertisers to embrace new strategies. Contextual targeting and Customer Match offer powerful alternatives that are not only effective but also respect consumer privacy.
By using these techniques, companies can continue and even enhance their marketing efforts while adapting to changing consumer expectations and regulations. The future of online advertising lies in finding a balance between effective targeting and respect for privacy, and these methods are a step in the right direction.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.