Google’s announcement of ending support for third-party tracking cookies in Chrome will potentially reshape the entire online advertising ecosystem
Advertisers and publishers have relied on cookies to improve user experiences, target and track advertising.
With the UAE set to pass its Data Privacy Laws similar to GDPR and CCPA, aimed at safeguarding consumer rights, marketers and advertisers in the region will have to unlock the power of first-party data.
MarTech Vibe Middle East next Mandate titled – “The Cookie is Crumbling… Are Marketers prepared?” will address the challenges marketers have to face.
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Scheduled on August 3, 2020, the webinar will feature leading regional and international marketers sharing strategies on moving towards people-based marketing.
The expert panel has Youmna Borghol, Chief Data Officer, Choueiri Group, TJ Lightwala, Managing Director, Accenture Interactive – MENA, Kunal Badiani, Regional Director, the Middle East and Africa, Tealium and Steve Lok, Chief Marketing Technologist & Co-Founder, M Matters (former Head of MarTech at the Economist)
Speaking on the importance of moving towards First-party-data, Steve Lok, said “To be honest, marketers have been able to get away with being lazy about the provenance of the data they use to drive their core business propositions. The cookie’s been crumbling for at least the last three years, but now the jar is being taken away.”
It’s time to catch up –
Increased ad fatigue and tighter data privacy laws have forced brands to leverage first-party data.
End of cookies may spur innovation on old ad formats with a greater focus on contextual targeting. Forcing marketers to deliver compelling customer experience by consent, driving engagement and personalisation.
Speaking about challenges marketers face in the region, Youmna Borghol said, “Big disruptive changes like what we’ve seen in 2019 caused a lot of initial panic but in the end, they always tend to force people to become more inventive, more creative, and to build better tech and solutions.”
“Marketers and Publishers need to remap their data strategy to pivot from the reliance on cookies, and to ensure that they are prepared for the shift to a ﬁrst-party ad economy.”
Marketers can use the data collected from their customers to deliver hyper-targeted and personalised campaigns with the use of technology.
Customer Data Platforms (CDP) is one such MarTech Tool that can open up horizons for marketers in understanding their customers.
Speaking about the role of CDPs in personalisation, Kunal Badiani,” One of the biggest obstacles to a brand’s personalisation initiatives is inaccurate or incomplete customer information being used as the foundation for an individual customer’s experience in the moment.”
“A Data First CDP solves for this starting with their ability to create a single view of a customer across data from all sources and then facilitate a true, real-time personalised experience across all channels”.