Although people are becoming more aware of browser tracking and what we know of as “cookies,” the good news is that data sourced from real people isn’t going to decrease any time soon. There is a lot of value in online cookie data, and it can be the key to identifying new market trends. Now more than ever, brands should pursue online marketing due to this type of data being used on a multitude of mediums. Traditional advertisers who are social media averse will soon come to realize the value in online cookie data.
Key Takeaways:
- Offline data has gotten better due to improvements in collection, ID graphs, data science and onboarding capabilities.
- Changes in policies at Chrome, Safari and Firefox have drawn advertisers away from cookie-dependent data sources.
- LiveRamp, Neustar and others have made it much easier to onboard offline data.
“The conventional wisdom was, if you were buying digital media programmatically you needed real time, intent data collected online at the cookie level, not offline data that was perceived as stale and dated.”
Read more: https://www.clickz.com/new-browser-policies-shift-the-value-to-offline-data/261551/
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