Tech giant Google has advised digital advertisers to change their methods to get better results as new rules and restrictions are being put in place in the digital world to address privacy worries.
Google’s top people, Dan Taylor and Karen Stocks, spoke about these changes during an online meeting about privacy and measurement held on Thursday.
They said that now, with the disappearance of third-party cookies, it’s really important for digital advertisers to focus on getting their own data directly from users.
They also said that companies need to start collecting and studying this data themselves to make personalized marketing work better.
Dan Taylor talked about how using artificial intelligence (AI) in advertising is becoming more important. He said that AI tools like Broad Match and Smart Bidding are very useful for getting good results without violating people’s privacy.
Karen Stocks added that advertisers shouldn’t rely too much on cookies to gather information. Instead, they should have their own plan for collecting data directly from users. She said that although this might be more work, it’s necessary for good results.
She also mentioned that there are new privacy-focused tools that can help advertisers even after third-party cookies are gone. These tools help companies understand how different solutions work and manage changes without compromising user privacy.
In Africa, digital marketing is changing a lot because of new privacy rules and more people using the internet. Marketers are trying to figure out how to use digital tools to connect with people while still respecting their privacy.
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