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As users see more relevant ads, click-throughrates improve, leading to a better ROI. This can link the brand’s existing customer data, third-party data, and ad platform user data to create a people-centric strategy for advertising. The retargeting and engagement potential of such a combination can transform campaigns.
Third-partycookies came from the buy side’s desire to learn more about people’s online behaviors beyond their own websites, and publishers were left out of this process. The third-partycookie helps buyers serve people personalized ads. While all this transpired, publishers were busy doing other things.
This scalability allows for a broader reach, enabling advertisers to target and retarget audiences across multiple platforms and devices efficiently. The campaign generated a 65% click-throughrate and a 33.6% conversion rate, proving that the personal touch works.
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