When everyone heard that Google announced that the. Chrome web browser would stop supporting third-party cookies. You must have been shocked at first, but you should have calmed down by now. It’s hard to imagine how we can conduct various. Advertising and marketing activities without third-party tracking. After all, many people regard third-party tracking. As the backbone of the online advertising ecosystem, but this is the reality we are about to face. A privacy-oriented world without cookies is reasonable. Although Google has postponed. The timetable for the withdrawal of such cookies, marketers are still very pressed for time and. Must rethink and create advertising and marketing strategies to accommodate it.
As with any business challenge in a rapidly changing worl. There are steps companies can take to prepare, adapt, and ultimately thrive. In fact, after third-party cookies disappear, the immediate test that marketers will face is the effectiveness of interactions with visitors through various channels. To prepare for this challenge, here’s what businesses can do now and how Appier’s customer data science platform, AIXON, can help.
Integrating First-Party Data
Without third-party cookies, marketers’ remaining data sources become even more important in understanding their target audience and what uk phone number list they care about. In other words, it’s time for first-party data to shine. First-party data is any data you collect directly from your audience. Since this type of information is collected from the audience, it is highly relevant and accurate, making it very useful to you.
Investing in other ways to enrich your data
Deterministic matching matches all visits and activity against a single user using known true identifiers, such as name and email address. In contrast, “probabilistic matching” is less certain and uses less personal identifiers such as geographic data KH Lists or web browsers and possibilities for comparison. Intelligent ID Graph: AIXON uses two methods, deterministic matching and probabilistic matching, to integrate first-party data. AIXON’s AI model and technology are particularly important for probabilistic matching methods, by establishing a so-called “smart identity recognition map” to compare all relevant information of users. AIXON’s probabilistic matching accuracy is as high as 95%, which is particularly useful for identifying anonymous website traffic.
