Curated News from AdAge.com on September 22, 2020
As the industry addresses these fundamental issues, there are ways that advertisers can prepare for their impact now. Perhaps the best investment is to increase their access to first-party data, which carries consumer permission for use, whether through partnerships or direct-to-consumer activations. They can also be prepared to deliver the best possible ad experience without identifiers or shared data by exploring contextual advertising that combines a variety of other anonymous signals to allow for more useful ads.
Advertisers can also educate people on the value exchange they receive from ads so they’re more likely to participate and provide consent. They can conduct research to test and optimize how permission is granted in consumer experiences, educate consumers on the value of opting in and offer direct incentives to do so. Being people-centered will help advertisers better understand customers’ buying journeys so they can be more useful.