What brand companies should prepare for the abolition of third -party COOKIE -ZDNET JAPAN
In recent years, marketers have been required to provide personalized services and ensure that the collected data is secure and privacy.At the same time, it is necessary to recognize that the situation of ad technology (ad tech, Internet advertising technology) is constantly evolving, and it is necessary to move agile in preparation for the next step.
The evolution of the ad tech field cannot be mentioned without mentioning the third party Cookie abolition.From Google's plan to gradually abolish the third -party Cookie in Chrome, to the iOS update of Apple's mobile advertising (IDFA), a growing concern about privacy is to a new way to track users online.We are opening up the path of.
Is there a sustainable strategy as more marketers increase the number of personalized marketing and assigned spending to ads?What kind of strategy can be considered as an alternative to respond to the constant changes in governance and policy and to acquire the audience without using cookies?Let's look at the following four points.
- Utilization of first party data
- 「データの価値交換」における消費者理解の促進
- ゼロパーティーデータの活用
- 次のステップに備えて俊敏に動く準備
Utilization of first party data
Google gradually abolishes a third -party cookie on the browser, but marketers can continue to collect useful information when users visit the website by using first party data.
Nevertheless, marketers have been imposed on third -party data so far.According to Liveramp JAPAN's survey, only 46 % of companies (advertisers) have "introduced new marketing mechanisms" to the abolition of third -party cookies, and they answered that they do not understand details.The result is more than half of %.
In order to enhance user experience and engage consumers more effectively, marketers should just consider how first party data should be used.What we need to start is to develop a personalized marketing strategy by using first party data to perform simple analysis of users visiting the website and frequency of visits.increase.
In order to use first party data, it is important to have all data. Specifically, from transaction data to CRM (customer -related management), website tags, local stock, store directory, all online and offline data will be attached on the advertising platform. 。 This is an important resource in the optimization of campaigns and to build audiences, including offline regular customers. It is a task of broken bones for brand companies to realize in -house, but these days, we have introduced tools that enable user analysis using identifiers other than cookies, and have been enhanced and evaluated for the collection and analysis of first party data. There are various ways, such as collaboration with an omnichanel advertising partner that can be attached to the report.
You can also use tools that enable user analysis using identifiers other than cookie to expand your audience and to spread it to new users seeking ads related to your interests.CRITEO's "First-Party Media Network" shows what consumers are purchasing (Commerce signal) and where they spend time on the publisher network (Contextual signal).AI (Artificial Intelligence) makes decisions based on these signals and can build an audience similar to the audience of first party data.
Bukalapak, an Indonesian tech commerce company, has evolved an app retargeting campaign using the "Criteo Shopper Graph" consisting of FIRST-PARTY MEDIA Network.Bukalapak is the most interested in purchased customers who are most interested in the company's catalog by associating the viewing history of the purchaser and the transaction pattern with the product, category, and brand identifiers and visualizing the interests and interest maps of purchasers.You can squeeze.Based on the understanding of purchasing customers, they will engage them again and lead to purchases.Since the campaign, Bukalapak has doubled the average amount of apps in the app, and has improved advertising costs (ROAS) by 17%.
