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Hear perspectives on industry trends and future forecasts from partner and Chief Revenue Officer, Dan Gbur.

Perspectives from Dan Gbur | Brunner

Partner, Chief Revenue Officer

Dan Gbur

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<h2>So Why is This Change Occuring?</h2><p>There is a major cause to the blocking of third-party cookies, and it stems from a breach of consumer&nbsp;trust. While this type of tracking is useful for the online experience, there has been a growing concern about&nbsp;the misuse of this information when it comes to marketing and advertising. Consumers are often&nbsp;unaware that their behaviors are being tracked and used to market to them. This is seen as a breach of&nbsp;consumer trust given that they have not provided explicit consent to leverage their data. Data&nbsp;ownership, transparent use of data, and consent management, therefore, become the foundation of any&nbsp;marketing strategy that aims to remain relevant to consumers (online) moving forward.</p><h2>Preparing for the Future</h2><ul><li>Ensure you have an ethical approach to data collection and usage</li><li>Privacy policies updated and on the site</li><li>Scaling your 1st party data is key – “soft” conversions become more important, especially as a supplement to website pixel-based Remarketing and Lookalike Models</li><li>Email address captures</li><li>Telephone captures</li><li>Store your data in a “data clean room,” which is a secure, protected environment where PII</li><li>(Personally Identifiable Information) data is anonymized, processed, and stored so that it’s available for measurement or data transformations in a privacy-compliant way.</li><li>Brunner is capturing and aggregating data from all channels into our databases and looking at attribution across channels</li><li>Flighting media at different intervals will help attribute channel ROI</li><li>Engage in 2nd party data partnerships</li><li>Use related companies’ audiences (example: furniture retailer sharing list with a home improvement store)</li><li>Consider Authenticated ID Graphs</li><li>Google, Rocketfuel, and others are working on this now.</li><li>Be more relevant with contextual advertising</li><li>Produce meaningful content</li></ul><p>So, at this point, everything is still a moving target. Brunner is monitoring the industry for solutions but will be encouraging clients to think more about “soft” conversion and how important 1st party data is becoming. If you want to discuss more, please contact us. We'd love to chat.</p>

<h2>What Are Cookies?</h2><p>Most websites use small text files called “cookies” to enable certain features. When you visit a site or re-visit a site, the sites read cookies to remember your login credentials, which articles you have already read, your language preferences, etc. These are stored on your hard drive and are called first-party cookies because they are given to you by the website you are visiting. No other website or domain can read the first party cookie.</p>

Discover Brunner’s point of view on a cookieless future. Learn how to navigate changes in digital tracking and advertising and adapt your strategies for success.

Brunner Cookie-less POV

Brunner Cookie-less POV

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