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Using First-Party Data and Contextual Targeting for Consumer Privacy and Effective Advertising
Digital advertising is not the same today as it was some years ago. The data privacy regulations like the GDPR and the rising privacy awareness among consumers have been reshaped by the data privacy regulations. Mainstream web browsers like Firefox and Safari have already blocked third-party cookies, and Google’s Chrome will do so by 2022. Therefore, first-party data and contextual targeting are emerging as the primary ways for brands to reach consumers. Each of these ways does not breach people’s privacy and offers an effective approach to digital advertising. First-party data signifies a trustworthy relationship between consumers and brands. At different points during a consumer’s journey such as while buying a product, creating an account, or signing up a subscription, people give their personal information and have faith that the other party will not misuse it in any form. Eventually, as customers engage more with the businesses, they can know and serve their customers better....
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