The world of advertising is undergoing a massive shift. Digital advertisements gave us the power to make Ads personal and assess how well they work. ...
A big factor for a while now has been ‘third-party cookies.’ They let us follow people online, understand what they do, while showing them Ads that are relevant to them.
Today, digital Ads are worth a huge $600 billion, and a whopping 83% of US advertisers use these cookies. But change is coming, data privacy has taken center-stage, and third-party cookies are going away.
As of April 2023, over 64% of the world's people are online – that's about 5.18 billion humans. To keep things private, fair and square, data privacy is the most important focus. The plan? Say goodbye to third-party cookies. ...
This switch started with the rise of privacy regulations like GDPR & CCPA in EU and California respectively.
In 2020, Apple surfed the biggest waves by turning off third-party cookies on Safari. Even though lots of 62.85% of people still use Chrome, Google after pushing their deadline twice are now officially turning off third-party cookies starting Q1 2024 and plan to finish the wipeout by end of 2024. This will be the biggest move in the world of Digital Ads.
Enter ‘First-Party Data’. Instead of relying so much on third-party cookies, advertisers need to use data they get directly from their own customers. ...
This kind of data includes customer identifiers like names, emails, and phone numbers – fields that advertisers and marketers can use to make ads better.
Acting fast is important. Waiting too long means data gets messy, and that messes up how well campaigns work and how budgets are spent.
Comes in Snap's Conversion API (CAPI), a unique server-to-server integration between an advertiser's Website and Snap directly....
This integration allows advertisers to send user events like ViewContent, AddToCart, Purchase via a strong server-side connection instead of traditional web pixels on browsers.
Unlike the pixels, Snap CAPI uses consented and encrypted first-party identifiers like Email, Phone and Name rather than any third-party cookie identifiers allowing you to send Snap better ‘signals’ that yield better returns.
As a marketer, you have two options to get started with enabling first-party data. Either with a Direct or a Partner integration. If you choose to set up your infrastructure on your own – creating the required infrastructure for the collection and handling of this data can be an arduous task. This, in addition to the technical challenges that present itself, you might have to ensure you’re keeping privacy norms and requirements.
However, if you were to opt for a Partner Integration – there are provisions to simplify this process. Datahash allows you to set-up your first-party data activation with CAPI within minutes.
Gaurav Chhaparwal, Founder & CEO, Datahash, says: “First-Party Data is the only solution for marketers to use data-driven optimization in a privacy-first, cookie-less world. At Datahash, we help you achieve your first-party goals all in a few steps. We’ve built a robust first-party data platform, and continue to work closely with Snapchat to help advertisers safeguard their ROAS.”