RedTrack Boosts Ad Performance For Marketers forbes.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from forbes.com Daily Mail and Mail on Sunday newspapers.
PHOTO:
supattra pongsuwan/EyeEm
Goodbye, cookies. Hello FLoC? By now, marketers who rely on advertising and targeting through the Google machine likely know about the search giantâs plans for a third-party cookies alternative: the open-source Privacy Sandbox that intends to make cookie-tracking obsolete. It s built on anonymized group-targeting principles vs. individuals. Google calls these groups âFederated Learning of Cohorts,â or FLoC, where brands wonât be able to determine who they are targeting specifically, but will still get to curate relevant advertisements based on the interests of each FLoC. Itâs currently rolled out for about a month now in a developer origin trial in Chrome.
CMO s top 8 martech stories for the week - 8 April 2021
All the latest martech, customer and adtech news from Qualtrics, Impact, Demand Science, DeepIntent, SWAN, Denodo, ID5 and Pipeliner CRM
Qualtrics announces new customer experience solutions
Experience Management (XM) platform, Qualtrics, has introduced new solutions designed for companies to acquire new customers and build loyalty with existing customers.
The new solutions include Relationship Health, a continuously updated view of the health of customer relationships to improve customer loyalty and reduce attrition. This is based on feedback organisations can collect across the customer journey and key milestones and is designed to show how overall customer health impacts business metrics such as share of wallet. It also includes automated feedback and recommendations to teams.
In March 2021, Google announced that it was ending support for third-party cookies, and moving to “a more privacy first web.” Even though the move was expected within the industry and by academics, there is still confusion about the new model, and cynicism about whether it truly constitutes the kind of revolution in online privacy that Google claims.
To assess this, we need to understand this new model and what is changing. The current advertising technology (adtech) approach is one in which platform corporations give us a “free” service in exchange for our data. The data is collected via third-party cookies downloaded to our devices, that allow a browser to record our internet activity. This is used to create profiles and predict our susceptibility to specific ad campaigns.