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As users see more relevant ads, click-throughrates improve, leading to a better ROI. ” So, what happens in the absence of third-partycookies? GDPR , CCPA , and other data privacy regulations spell the end of behavioral audience targeting, leaving many marketers searching for alternatives.
In some ways, it’s GDPR all over again, with a last-minute scramble once the regulation actually came into force. In comparison to managing the digital advertising ecosystem without cookies, however, GDPR seems to have been relatively straightforward. We see great click-throughrates and conversion rates from Bing.
Better Engagement — With greater relevance to the user, targeted ads are more likely to capture the user’s attention and in turn, receive higher engagement and potentially higher click-throughrates. As a result, GDPR made sure that users have a say in which cookies are allowed to collect their data.
The campaign generated a 65% click-throughrate and a 33.6% conversion rate, proving that the personal touch works. Dive Deeper: 3 Ways to Personalize the Customer Journey Experience 9) Zero-Party Data Strategy Zero-party data is data that customers voluntarily share with brands. Measure, measure, measure.
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