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Balancing privacy and media performance

Balancing privacy and media performance

3 mins • Mar 23, 2022

Privacy is both a regulatory and a technological issue, that grew increasingly in the last few years, and has a deep impact on marketing performance and measurement. Yet, marketers can successfully rely on their first party data to continue to deliver personalized ads while preserving privacy.

Learn how to use DinMo to navigate into a cookieless world and boost your marketing performance.

Current and upcoming privacy restrictions deeply impact the volume of available data

Privacy regulations

Since 2018, different privacy laws have been adopted across the world, regulating the collection and use of personal data. These regulations are particularly restrictive in the European Union, especially with the GDPR ones. Moreover, CNIL’s new guideline towards cookie consent banners has lowered the average consent rate to 65%, deeply impacting the volume of data available to advertisers.

Technological barriers

Beyond these legal restrictions, big techs are more and more aggressive towards privacy concerns, threatening online advertising use cases. Indeed, the use of cookies and traditional trackers (client-side tags) is jeopardized by technical evolutions from web browsers. While restrictions on third-party cookies have already been initiated by Apple and Firefox since 2017, Google Chrome will mostly mark the end of their use by 2023. Marketers will then have to navigate into a cookie les world.

Furthermore, Apple started tough actions regarding privacy on the app universe (iOs devices), impacting the advertising and emailing tracking and blocking push notifications.

Adopting a first-party data strategy becomes more important than ever

Reduce the risk of cost increases

According to a KPMG study, around 85% of customers are concerned about data privacy, as they want to protect their personal data and keep it safe and private. Yet, consumers are more and more demanding personalized experiences that provide them with the information that best meets their needs.

Customer knowledge is crucial to perform personalized marketing campaigns and customer experiences. Consequently, creating a first-party data strategy is more important than ever as the industry shifts towards a privacy-driven approach to marketing. Indeed, according to a recent McKinsey study, companies that do not figure out a robust first-party data strategy will see their acquisition costs skyrocket, having to spend 10 to 20 percent more on marketing and sales to generate the same returns.

Send conversions to your media platform

To keep a satisfactory level of customer knowledge, it is necessary to inject personal data - that is stored in your datawarehouse - in your marketing tools. CDPs or Reverse ETls like DinMo allows you to send any type of conversion (regardless of the channel or the stage of the customer journey) to your social platforms:

  • Offline data (store sales, calls, etc.)

  • Ad CRM data (email opening, subscription, sign-up, sales, …).
    Sending these conversions allows to have events which could not be collected because of user consent.

It allows you to obtain a 360° overview of your consumers, especially by integrating data at the bottom of the conversion funnel, while maintaining privacy. You can then improve campaign performance and measurement by relying on this valuable data. For example, Facebook observes a reduction in CPA by 8% on average for enterprises that send their first-party data (through Conversions API).

Define high-value audiences using first-party data

By mixing online and offline data throughout the whole customer journey, more relevant customer audiences can be built from your first-party data. Tools like DinMo help you to synchronize these audiences in your media platforms. You can then easily activate them to improve acquisition through lookalike strategies and cross-environment retargeting. For instance, using high lifetime value similar audiences can improve your ROAS by up to 33%.

Want some help and advice on the best way to navigate into a cookieless world? Do not hesitate to contact us to set up a free consultation with our experts.

Table of content

  • Current and upcoming privacy restrictions deeply impact the volume of available data
  • Adopting a first-party data strategy becomes more important than ever

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