What the loss of third party cookies means for financial brands
Over the last 26 years, financial brands have used third-party cookies to fuel digital marketing strategies. Tracking people from website to website across the web, third-party cookies inform marketing campaigns, allowing financial institutions to create highly personalized ads based on user patterns and behavior.
Novice Travelers Are Spending Big, Offering Opportunities for Smart Brands
The rise of Novice Travelers is turning the travel loyalty pyramid on its head – traditionally, the people that have been most important were seasoned travelers. This year, Novice Travelers are spending on luxury travel to destinations like Miami, Hawaii and Las Vegas, and are choosing luxurious hotels at record rates.
What Destinations Can Do About Apple’s Location Data Overhaul
Say goodbye to location mapping and targeting as it is today on the iPhone, iPad and other Mac devices.
Apple recently announced some new changes with the next release of their operating system iOS 15.
Investing in Confidence
Finance marketers are presented with a much-changed landscape since the one they knew before the world shut down. Gearing up for a post-covid and post-tracking world is no mean feat, especially when finance regulations around data and marketing are added to these general industry challenges.
Why Data Is Crucial to the Success of Travel Companies Post-Lockdown
If the spread of the Covid-19 pandemic was the hallmark of 2020, the global vaccine rollout is shaping up to be the defining development of 2021. While this has instilled a new sense of hope across the globe, the emergence of new Covid-19 variants underscores the fact that we are not completely out of the woods yet.
The death of the cookie is delayed – but the writing’s on the wall
After a year and a half of COVID restrictions, economic turmoil and cuts to marketing budgets, there is finally light at the end of the tunnel and a chance for marketers to return to something like ‘normal’. Vaccination programs in many parts of the world are entering their final stages and restrictions across Europe and North America are easing.
Personalization and the Importance of Privacy for Brands In the Post Cookie Landscape
As all marketers know, personalization is critical for brands – both in acquiring new customers and driving further value from existing ones. With the emergence of new technologies, such as artificial intelligence, machine learning and 5G, that enable highly targeted marketing to different audiences, it is clear that brands need to personalize messages in order to stand out and connect with consumers in this increasingly competitive space.
Pre-pandemic travel habits are no predictor of future demand
The last few months have been deeply frustrating for travel brands. For every positive announcement around COVID-19, there has been another from the government telling the industry to slow down and lower expectations.
The Third-Party Cookie: Live to Die Another Day
The Google Chrome team (more specifically the Privacy Sandbox team) has just announced that they need more time to develop the Privacy Sandbox solution in order to phase out the third-party cookie. It’s no small delay either as they need almost 2 years on top of the previous “beginning of 2022” timeline, bringing the phase out to the end of 2023.
What now? – Consented Data
Apple’s move with Privacy Relay has started the ball rolling on fading out the IP Address as a means to identify an individual’s location. Both Ad Exchanges and Publishers will start recording at best “approximate” IP addresses and a Location Vendor’s ability to map them to points of interest will be next to futile.