8DECEMBER 2023OPINIONIN MYBy Elettra Damaggio, Director Data Science, StoneX GroupBE BRAVE AGAIN ­ A SHORT OUTLOOK ON DATA IN MARKETINGThis article starts with two words that have been buzzing around for at least the last 4 years: cookie-less world.I've been working on marketing analytics for the last 10 years, seeing the peak of digital marketing thanks to its traceability, targeting capabilities and the richness of information.DoubleClick (1995) developed a new way to track and target internet users via banner ads. Eventually (around 2006) you would know who saw your ad, on which website, how many times and if they eventually would go on your website to "shop" or, as marketer more often say, "convert".Many forms of digital advertisement started to spawn, from affiliate marketing to paid search around 1999.In 2013 you were able to define very detailed profiles and target users based on their: demographic, content preferences, website visited, social networks, hobbies etc. In the same year DMPs became a famous option. They rely heavily on third-party cookies and connect all available information around a user and create heavily targeted audiences for prospecting advertisement.However, in the second half of the 2010s regulators started to address privacy concerns, culminating (in Europe at least) with the famous GDPR in 2018. Data availability started to decrease, not just in Europe but with the rising of ad blockers, incognito mode, and the general increase of user awareness everywhere in the world. What happened then? I must say, there and then, nothing really happened. No one really changed their strategy. Google, Facebook and other Data hubs, started to offer features complementing the lack of transparency, giving the possibility to use their data in a "black box" format.
< Page 7 | Page 9 >