Suggest a solution "To compensate for this, we are working hard on technical alternatives: fingerprinting, privacy sandbox, FLoC – you name it"
So how can we achieve sustainable, successful digital marketing in the future? With holistic solutions. The technical alternatives mentioned above are part of this, but they are by no means everything. such as privacy-safe targeting. The ads are displayed in line with the content of a website, or the target group is addressed based on their geographical austria rcs data location. Our experience at Webrepublic shows that both work very well - without any third-party cookies. It is also useful to set up your own ad stacks for customers so that they can work with legally compliant first-party data. And valuable insights about the target group can also be gathered through market research; with digital tools, such surveys are very simple and efficient.
In addition to technology and tactics, strategy is the third part of this holistic understanding of solutions. Rethinking is the key to success here: digital marketing must move away from technocracy and become an integral part of clever communication. This primarily means investing in high-quality creation and considering adaptation to all relevant channels right from the start. If the creative idea for a campaign is bad, it cannot be optimized into the green zone even with the best data. The forced end to data hoarding helps to think about these connections in a more relaxed way. Good advertising thrives on the interplay of idea, media, technology and data.