Although the depreciation of third-party cookies is not yet effective, companies and operators in the marketing and advertising sector are moving in search of solutions, but above all models, that allow effective addressability activities that, to date, can be attributed to the following aspects.
First Party Data
Data provided directly by the user, called zero-party data, and data collected from company properties are, without a doubt, a reliable starting point for creating profiled target audiences .
However, as we can understand, the risk of using only first-party data is that it is often impossible poland mobile database to achieve good coverage.
On this front, data collaboration and audience extension activities represent two opportunities to better profile and expand audiences.
Unified User ID and Identity Resolution
Identity resolution , that is, the ability to know, but above all to recognize each individual user and customer, in real time, thanks to the convergence and resolution of the different identifiers assigned during the different interactions in the different channels and points of contact, represents a valid alternative to third-party cookies in order to guarantee effective campaigns and activities while preserving the privacy of users.