The use of data to create compelling stories that connect the brand with its customers is at the heart of the strategy and today, they have more power than ever to take control of the data and ensure that privacy is the priority and not an aspiration.
In the whirlwind of creating and launching digital campaigns and keeping up with evolving measurement solutions, it’s easy to get confused and swayed by common misconceptions, which is why it’s so important to share three of the measurement misconceptions and how they can be corrected. build a future, in which privacy comes first for your company or office, without affecting performance. Among the 3 common measurement myths stand out:
1.The deactivation of cookies will alter the labels of the websites
An important distinction to make is that cookies and tags are interrelated, but not interchangeable. Tags are code snippets placed on your website that allow you to measure visitor interactions and marketing performance. Tags are used to set cookies, which live on a visitor’s device and store browsing information. Tags can also be used to set first-party or third-party cookies on your domain.
As third-party cookies and other identifiers are deprecated, accurate measurement depends on a strong tagging infrastructure that is designed for first-party cookies and can interact with new attribution capabilities provided by browsers.
2. Accurate measurement is based on third-party data
The impact that third-party cookies have had on advertising cannot be denied, as they have been instrumental in improving the user experience and relevant ads, in providing marketers with useful information about customer activity on sites Web. However, third-party cookies also make it difficult for individuals to control how their data is collected and used. As consumers’ expectations of privacy rise, the costs of cookies increasingly outweigh their benefits.
A proprietary data strategy allows companies to satisfy customers’ privacy preferences while gaining more useful information. This raises another misconception about moving away from third-party cookies: that doing so will leave you with inaccurate data. Investing in a proprietary data strategy enables businesses of all sizes to meet customer privacy preferences while gaining more useful insights.
3. Protecting privacy and driving business results are mutually exclusive
Finally, as the industry moves away from individual identifiers and toward privacy-first solutions, some advertisers fear they will start to see measurement gaps that disrupt their reporting and hurt further optimization.
Machine learning works by analyzing data to identify trends, correlations, and other insights that might otherwise be lost through human error. In digital advertising, privacy-safe machine learning techniques work to improve your campaign reporting and give you a more accurate view of the customer journey.
With the right tools and permissions, first-party data can also provide insights that are unique to your business and customer interactions.
The future without third-party cookies may seem daunting, but it doesn’t have to be, the most important thing is to cast aside these marketing myths and commit to building a strong measurement foundation, so you’re ready for any changes in data regulation. .
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