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Brighton SEO - Search Advertising Show - How Are We Dealing With Tracking & Privacy?
The document discusses the challenges of tracking and privacy in digital advertising, highlighting that most browsers will block third-party cookies by default, compromising the reliability of data. It advises brands to rely on server tracking, prioritize first-party data, and utilize CRM data for performance marketing. The emphasis is on adapting to these changes to maintain effective campaign optimization and audience matching.
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Brighton SEO - Search Advertising Show - How Are We Dealing With Tracking & Privacy?
- 1. How Are We Dealingwith Tracking & Privacy? Farhad Divecha (@farhadd) AccuraCast @accuracast
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- 4. @accuracast #brightonSEO We help ambitious brands capture meaningful data. Datacan be used to grow rapidly.
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- 8. @accuracast #brightonSEO Billions of people experience advertising thatfeels personal. Powered by data and machine learning.
- 9. @accuracast #brightonSEO Reliability of browser data isn’t assured. Browsers& apps used by ~90% will 🚫 third-party cookies by default.
- 10. @accuracast #brightonSEO You can’t counton third-party cookies
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- 14. @accuracast #brightonSEO Use server trackingon Facebook, Google Ads, GA4
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- 18. @accuracast #brightonSEO Don’t rely solelyon data-driven attribution
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- 21. @accuracast #brightonSEO Use CRM datafor performanc e marketing
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- 23. @accuracast #brightonSEO +44 800019 6813 [email protected] Questions ?
Editor's Notes
- #4 AccuraCast are one of a very small group of official Facebook Marketing Partners for Technical Services in the world. Our experts are specifically qualified for Facebook Conversions API and Catalogue technical optimisation. We're also on the Facebook Attribution Advisory Board & are Google Attribution experts. This means we’re officially certified and have been accredited for competency configuring and troubleshooting API integrations.
- #16 We set up CAPI and Server-side tracking for the biggest brands If you haven’t done so, you’re already 6 months too late and need to talk to my colleague at the end of this session.
- #17 GTM Server GA4 Server GAds Server Data driven conversion
- #20 Explain what attribution is Platforms model data to fill in gaps When gaps become larger models become less reliable How attribution is modelled depends on touchpoints and how the provider chooses to weigh them E.g. Google will obviously try to use data to show their ad platforms in the best light