This article was based on the interview with Derek Slager of Amperity by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The advertising industry is currently facing a significant shift in the way data is collected and utilized. With the implementation of data privacy regulations and the deprecation of third-party cookies, brands are being forced to reevaluate their advertising strategies and find new ways to reach their target audience. In order to navigate this changing landscape successfully, it is crucial for brands to prepare for this advertising shift.
One of the key aspects of preparing for the advertising shift is adopting a first-party data strategy. First-party data refers to the data that brands collect directly from their customers through interactions and engagements. This data is highly valuable as it provides insights into customer behavior, preferences, and interests. By leveraging first-party data, brands can create personalized and meaningful experiences for their customers.
However, implementing a first-party data strategy comes with its challenges. Many brands are still stuck in the old way of doing things and are hesitant to fully embrace the new approach. Some brands are waiting to see how others navigate the changes before making any significant moves. This cautious approach is understandable, but it is also a missed opportunity. The current in-between period provides brands with the perfect opportunity to test and experiment with new strategies and technologies. By doing so, brands can gain a competitive advantage and be better prepared when the changes are fully enforced.
From a technological perspective, it is important to assess whether approaches and technologies are evolving quickly enough to keep up with the advertising shift. While there are leaders who are at the forefront of these changes, there are also laggards who are struggling to catch up. It is crucial for brands to stay informed and up-to-date with the latest technologies and approaches in order to remain competitive. The Google Chrome cookie deprecation is a significant milestone in this shift, and it is expected that there will be further developments in data privacy regulations. Brands need to ensure that they are evolving alongside these changes and not falling behind.
It is also important for brands to recognize the magnitude of this advertising shift. This is not just another evolution in the advertising ecosystem; it is a complete shift in the way data is collected and utilized. In the past, brands could rely on waiting to see what works for others and then replicate those strategies. However, in the new privacy-centric world, this approach is no longer viable. Brands need to be proactive and take control of their data. This means investing in technology, establishing data governance, and focusing on collecting and organizing first-party data. By doing so, brands can ensure that they have a competitive advantage in a world where third-party data is limited and expensive.
Preparing for the advertising shift is essential for brands to thrive in the changing landscape of data privacy regulations and cookie deprecation. Brands need to educate their teams, assess their current data practices, invest in technology, establish data governance, break down silos, and continuously iterate their data practices. By adopting a first-party data strategy, brands can unlock the power of personalized marketing and create meaningful experiences for their customers. While there are challenges in implementing such a strategy, brands that are proactive and prepared will be better positioned to succeed in the new era of advertising.
