WasteNot’s Post

Attention marketers! Big news in the world of audience targeting. GrowthLoop and TransUnion have joined forces to help us reach more of the right people with our ads. Here's the scoop: • GrowthLoop's CDP is teaming up with TransUnion's TruAudience Marketing Solutions • Goal is to improve match rates between first-party data and third-party ad platform data • TransUnion's identity graph covers 98% of U.S. consumers • Benefits: engage more of your target audience, suppress ads to existing customers, smoother cross-channel experiences, and more valuable campaign data • Rolling out in the first half of 2024 This is huge for marketers looking for alternatives to third-party cookies. TransUnion's vast consumer data repository could be a game-changer for privacy-compliant audience targeting. Check out the full article for more details: https://lnkd.in/gASfeW7k Happy Thursday! Let me know your thoughts. Casey Jones #AudienceTargeting #DataPrivacy #AdTech #MarTech #DigitalMarketing

As more targeting and bidding strategies are automated inside black boxes with fully "AI-optimized" campaign types like Performance Max and Advantage+, a marketer's new job is going to be ensuring the right guardrails and filters are in place so the ad platforms are not just targeting the lowest hanging fruit and charging advertisers for conversions that would happen anyway. Nick Graham, Senior Consultant at Kepler, wrote one of the best overviews for The Drum on why marketers need to adopt this mentality, as well as specific suppression strategies they should consider to boost their campaigns' performance and spend efficiency. https://lnkd.in/g5cuh7kj "While this strategy isn’t new, it is perhaps the forgotten more sensible sibling of audience targeting". "Historically, there’s been a tendency for advertisers to go after heavy buyers. But this group is not necessarily going to drive incrementality. The suppression method offers a reverse way of targeting relevant audiences...avoiding the need to target existing customers or those who have already purchased a product or service."

Did you catch EMARKETER's Evelyn Mitchell-Wolf's report on what Google's decision to continue supporting third-party cookies in Chrome means for marketers? In a surprising move, Google has decided not to deprecate third-party cookies in Chrome, but the shift to a consent-based model means that cookies could still fade into obscurity, driven by consumer choices. 🎯 Key takeaway? Don’t abandon cookieless strategies. Even with cookies technically available, their reach will be limited. It’s crucial for advertisers to develop alternative audience targeting methods now. Read the full report (link in comments) for more insights around the need for agile marketing strategies to thrive in a cookieless future. #DigitalMarketing #Privacy #Advertising #Google #Cookies

The importance of "Engage with your most valuable audiences without third-party cookies" feature in Google Ads include: ◾ Maintained Audience Targeting: Despite the limitations posed by the deprecation of third-party cookies, this feature enables advertisers to continue engaging with their most valuable audiences effectively. ◾ Preserved Relevance: By leveraging first-party data and privacy-safe signals, advertisers can ensure that their ads remain relevant and tailored to their target audience's interests and preferences. ◾ Enhanced Privacy Protection: This feature prioritizes user privacy by utilizing privacy-safe methods to engage with audiences, ensuring compliance with evolving privacy regulations and maintaining user trust. ◾ Improved Performance: Despite the changing landscape of online advertising, this feature allows advertisers to maintain or even improve the performance of their campaigns by focusing on high-quality, first-party data. ◾ Sustainable Advertising Strategies: Advertisers can adapt their advertising strategies to the evolving digital ecosystem, ensuring long-term sustainability and effectiveness in reaching their target audience. Overall, this feature empowers advertisers to continue effectively engaging with their most valuable audiences while prioritizing user privacy and adapting to the changing landscape of online advertising. #ppcads #dhakapost #agency #googleads

Amid the early stages of #cookiedeprecation, media buyers aren’t quite sold yet on the premiums that some #publishers are placing on their first-party audience data and contextual targeting solutions. One publisher who spoke on the condition of anonymity said that they usually charge at least $2 on top of their standard #CPMs for their first-party data or contextual targeting capabilities, slightly higher than the $1.50 premium they saw about a year ago. Certain categories, like #entertainment and #luxury, are fetching an even higher premium, they said. In this piece by Kayleigh Barber, we speak to Holly Dunn McManus of Havas Media Group, and Briian Wilson of Epsilon.

Google Ads is pulling the plug on audience recommendations—time to embrace a DIY approach to targeting! 🎯 Learn how to take control of your ad strategy: https://lnkd.in/eSvU8BZm #PPC #DigitalMarketing #ThriveSearch

🚨 The Old Way of Facebook Ad Targeting is DEAD! 🚨 In 2024, targeting with interest, lookalikes, or custom audiences is no longer the way to go. Here’s why: ❌ Interest targeting is inaccurate and expensive. ❌ Lookalikes don’t help scale and are redundant if you optimise for purchases. ❌ Custom audiences are shrinking due to privacy updates. So, what works NOW? 🤔 ✅ Broad targeting! Just set age, gender, and location—let Facebook’s powerful algorithm do the rest. With more data points than ever, Facebook knows who to show your ads to, as long as your creative is strong. 💥 Benefits of broad targeting: ✅Faster scaling ✅Less creative fatigue ✅Simplified campaigns ✅Focus on creating better ads, not better targeting! If your ads aren’t converting, it’s not the targeting—it’s the creative! 🎨 Make sure your ads resonate with your audience, and Facebook will handle the rest. 🔑 Focus on your creatives and watch your campaigns grow fast! 💸💥 #FacebookAds #DigitalMarketing #AdStrategy #BroadTargeting #2024Marketing

NinaData, a pioneer in contextual advertising solutions, has introduced a groundbreaking contextual generative AI political advertising platform. This platform enables political advertisers and creatives to reach audiences and publishers based on voter personas, issues, and sentiment, addressing the need for privacy-first, cookie-free audience targeting in political marketing. 'The platform operates on a robust framework built upon comprehensive data sets derived from U.S. election dynamics. It categorizes voter personas, issues, and sentiment analysis to enable precise audience segmentation and targeting, ensuring marketers spend only on their intended audience,' says NinaData CEO Valtteri Pukander. The platform offers features like precise keyword-level page analysis, real-time semantic targeting, exact-match keyword-targeting, and cost-effective, high-quality engagement. 'As an advertiser, NinaData's platform enables you to pinpoint the content and inventories that evoke emotions in the electorate and allows you to place ads contextually with 90%+ accuracy,' says Kimmo Valtonen, General Manager and CTO at NinaData. NinaData's innovation in contextual and semantic solutions aims to significantly advance Internet advertising for the emerging political marketing field. @ninadata #politicaladvertising #contextualadvertising #generativeai #privacyfirst #cookiefree #audiencetargeting

Google Ads is pulling the plug on audience recommendations—time to embrace a DIY approach to targeting! 🎯 Learn how to tailor your strategy effectively: https://lnkd.in/eSvU8BZm #PPC #DigitalMarketing #ThriveSearch

Audience targeting is crucial for effective digital marketing, but it comes with its set of challenges. Here are some common hurdles: 𝗗𝗮𝘁𝗮 𝗣𝗿𝗶𝘃𝗮𝗰𝘆 𝗥𝗲𝗴𝘂𝗹𝗮𝘁𝗶𝗼𝗻𝘀: Navigating GDPR and other privacy laws can limit access to consumer data. 𝗗𝗮𝘁𝗮 𝗔𝗰𝗰𝘂𝗿𝗮𝗰𝘆: Ensuring the data used for targeting is current and accurate is often difficult. 𝗔𝗱 𝗙𝗮𝘁𝗶𝗴𝘂𝗲: Audiences may become oversaturated with ads, reducing engagement. 𝗖𝗿𝗼𝘀𝘀-𝗗𝗲𝘃𝗶𝗰𝗲 𝗧𝗿𝗮𝗰𝗸𝗶𝗻𝗴: Tracking users across multiple devices to provide a seamless experience is complex. 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗶𝗻𝗴 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀: Finding the right balance between broad and niche segments can be tricky. 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲𝘀: Different platforms offer varying targeting options and user behaviors. Understanding and addressing these challenges can significantly improve your targeting strategy. What challenges have you faced in audience targeting? #DigitalMarketing #AudienceTargeting #MarketingChallenges #DataPrivacy #AdFatigue #MarketingStrategy