How brands can adapt to a new era of identity

The ways in which brands identify consumers online is being upended; a new WARC Guide advises advertisers on how they can ensure marketing relevancy in a privacy-first data landscape.

The WARC Guide to the Future of Identity

Increased data privacy regulation, Google’s deprecation of third-party cookies and the decision by Apple to require users to opt-in to tracking by mobile apps heralds the end an era of easy access to consumer data.

For some marketers the impact of will be minimal, especially where brands have strong and direct transactional relationships with customers. However, in many other cases this deprivation of customer data threatens to plunge their marketing and media investment strategies into darkness.

Six takeaways

1. Cross-platform campaign management will become harder. Without access to third-party cookies and mobile ad IDs, advertisers will have a tougher time controlling reach and frequency.

2. Consumers are gaining greater control over their identity. Brands must comply with a sprawling patchwork of local and regional data privacy regulation.

3. There are over a hundred advertising IDs on the market. Advertisers should prioritise interoperability, and scrutinise compliance and audience reach.

4. Google is encouraging brands to move away from user-level targeting. Its ‘cohort’-based proposals depend on grouping consumers at browser-level based on behaviours and interests.

5. Publishers are a strong position to help brands with audience insights. Media owners like the FT and New York Times recommend contextual targeting techniques.

6. Brands can benefit from econometric measurement in a post-cookie landscape. Market mix modelling can help advertisers in the absence of last-click attribution.