Retail Media and CDPs: Leveraging First-Party Data for Targeted Advertisement
Feb. 2, 2024 | By Zeotap
Why Retail Media is so important for successful targeted advertisement strategy in a privacy-focused era?
2024 is presenting digital advertisers with an evolving set of hurdles – the industry is pushing to deliver new levels of personalised shopping experiences and targeted advertisement, all while having less access to consumer data due to Google’s third-party cookie deprecation. Consumers rightfully want more control of where their data goes and how it is used, but also find benefits in tailored shopping experiences. In fact, a report from Motive.co found that 83% of people have concerns about their data being tracked and sold to advertisers. Despite that, a recent report from Precis Digital found 48% of people prefer personalised ads.