Google’s announcement that it will no longer phase out cookies, but instead allow browser-level choices for consumers left a lot of people scratching their heads about what’s next.
In other words, the choice to opt-in or opt-out of tracking is now pushed to the consumer. After the announcement was made, there was a pregnant pause, followed by - depending upon who you ask- either a sigh of relief or more anxiety about what’s to come. The conversation seems to have shifted now to the language that Google will use to encourage (or discourage) acceptance of cookies. And Google is continuing to test its Privacy Sandbox which is its plan to uphold consumer privacy but still enable personalized experiences.
With all the uncertainty still out there surrounding this announcement, Pushly anticipates that many technology vendors will continue pushing their “solves”. Some solutions will be better than others, but there is one certainty - the confusion around privacy, consent and the limitations on targeting will continue. Further, if the ATT framework (primer here from AppsFlyer) that Apple announced a couple of years ago is any indication, only about 25% consumers opted-in to tracking.
Our message to clients is to keep on keeping on. Don’t be distracted by all the noise. We anticipate that maintaining and actioning on 0P and 1P will still be critical to the long-term success of our publishing and retail clients.
Let us remind you of some of the reasons it’s still important:
Improved audience understanding - and engagement
Zero and first party data are so important because they provide rich, accurate insights into audience behavior, preferences, and interests. In turn, publishers can use this data to create more personalized and relevant content which improves engagement. And push notifications can help with audience understanding - providing insight into which notifications yield a click through - and Pushly works hand in hand with publishers on audience segmentation and A/B testing.
Better ad targeting
Targeting based on known audience characteristics and intent is valuable and increases monetization opportunities more audience buying or contextual relevance. Push plays a role here too with segmentation and calls to action to drive audience to information that is highly monetizable.
Improved user trust
This whole situation, if nothing else, is a reminder about how the need to balance consumer privacy with the ability of marketers to reach their consumer digitally. Consumers are becoming more concerned about how their data is used. Publishers and retailers have the opportunity to take a lean forward position by offering transparency about data collection and usage. They can show their audiences how and why they should share information, and what the value exchange is. Here at Pushly we are huge proponents of customer choice, which is why our push notifications clearly offer the opt-in and opt-out choice to the end consumer.
There’s a reason why you have a direct relationship with your customers, so nurture it. Keep creating valuable experiences and opportunities for value exchanges so that you can get to know your customers better and therefore serve them better. At Pushly, we are grateful to
support you on that journey, providing a service to our client as well as the end consumer.
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