With Apple’s iOS14 restrictions and Google‘s withdrawal of third-party cookies advertisers are set to lose the identification opportunities and third-party data sources they have relied on for years.
Santosh Ghosh, Expert, Data, Tech & Innovation, highlights a great discussion about first-team data and how the ownership of this data can be important for the future advertising business.
While the changes will not affect all businesses in the same way, there are still strategies we can use to reduce the negative effects of new channel policies, the first of which is to collect additional first-person data.
This article discusses one important way to think about this if you want to start collecting more of this kind of data on your own.
And most importantly, I will focus on the affiliate marketers, who were once thought to be undervalued, are now becoming more powerful businesses, and how they can take advantage of legal restrictions on the future without cookies.
Original Company Data: The data you collect from your audience based on their actions on your website and/or application is referred to as the first company data.
Secondary company data: Secondary company data is the first company data from another person. Because the data comes from the same source, you may be sure of its accuracy and privacy, but you will have to pay for or cooperate with it.
Third-party data: Independent and corporate researchers combine separate original company data sources across all websites and applications to create third-party, reusable company data.
So how can marketers build their first-class data store and how can this benefit their affiliate marketers?
There is no doubt that advertisers need to build a database for their first company, and the easiest way to do that is to set up payroll systems. Advertisers rely on efforts to generate lead from the internet, but especially to increase sales or achieve the ultimate goal of the campaign.
1. The companies it works with should come up with solutions that are specifically targeted to help advertisers build first-class data by making the lead.
2. Although advertisers will increase their efforts to collect first-person data, partners should be prepared and aggressive in collecting their audience data. They have users, they have inventory (after all, their business), and they can start creating their first team data.
We can expect changes in direction and direction in all of the advertising platforms we use in the coming years. The way we advertise to users on multiple channels will vary, but paid media has always been about adaptability.
The sooner we accept change and change our compliance strategy, the better your accounts will be, once the new policies are implemented.
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