the tech-challenge 2024
WHAT IS ACTUALLY HAPPENING RIGHT NOW?
In a digital era characterized by innovation and progress, companies are facing a transformation in terms of tracking user activity. This change is being driven by three key factors.
USER PRIVACY
Rising expectations regarding data protection have a significant influence on tracking. It is crucial to communicate transparently to users how and why their data is used.
PLATFORM CHANGES
Browser and mobile OS restrictions on third-party cookies and device identifiers require a switch to aggregated measurement methods. The continuous degradation of cookies requires innovative solutions.
REGULATIONS AND LAWS
With increasing legal restrictions and higher user consent requirements, the future of tracking will be a mix of individual solutions and increased use of modelling.
tech thoughts
WHAT WE RECOMMEND TO OUR CUSTOMERS
Such a fundamental technological change must not only be accompanied, but actively managed and shaped. We do this by taking the following three areas into account.
EXISTING MEASUREMENTS
Protection of existing tracking by investing in first-party data and obtaining the necessary consent from users.
USE ADDITIONAL DATA
Closing data gaps through additional data sources and modelling with data protection-compliant exchange of user data with their consent.
UTILISE NEW TECHNOLOGY
Introduce new technologies that enable better measurement while maintaining privacy, such as Google Topics API or Protected Audience API.
tech solutions
WHICH TECH SOLUTIONS MAKE SENSE NOW?
In order to survive as a company and especially as a marketer in a cookieless future, there are technical solutions that help to have data as a basis for decision-making in the future.
Consent Mode
Dynamic adjustment of Google tags based on the consent given for data protection-compliant further use of the data. Without consent, the generated pings flow into the anonymized modelling of Google Analytics 4 and Google Ads in compliance with data protection regulations.
Enhanced Conversion Tracking
More accurate measurement of conversions through increased observable data and improved conversion modelling. Collection of hashed customer data on conversion pages and comparison with logged-in data from Google.
Conversion API
Direct connection between marketing data and meta systems for optimized ad targeting, cost reduction and more precise campaign measurement while respecting user decisions.
tech future
WHAT ELSE IS IN STORE FOR US
We don't have a crystal ball for the future, but we often discuss these topics with our most important TECH partners such as Google, Meta and Tiktok. This results in three future scenarios.
The Future is Consented
With the increasing need for transparency, obtaining consent from users will become more crucial. Tools for tagging in a consent-enabled manner will gain in importance.
The Future is Cookieless
As cookies continue to decline, we will increasingly switch to aggregated measurement solutions, as individual identifiers will be less available.
The Future is Modeled
The upper limit of observable conversions will continue to fall, which will increase dependence on modelling. Adapting to a world without cookies requires innovative strategies and technologies.
references
WE CREATE A COOKIELESS FUTURE FOR THESE CUSTOMERS
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