Why durable solutions are necessary for the future of audiences, according to...

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Companies have relied on the same Internet marketing strategies for decades, but new technological and regulatory platform requirements pose a threat to these methods. With this in mind, Google has developed new audience solutions that will allow businesses to connect with their customers in a safe environment. In the current market, having a brand ready to deal with Internet users' privacy is an advantage. Recent research has shown that satisfying users' concerns about privacy can increase their preference for a company by up to 49%, according to data from Google and Ipsos as of The three approaches to the public we've outlined below can improve performance and, at the same time, protect personal information. Direct interactions with consumers must be strengthened Currently, 66% of consumers in the countries studied value a unique interaction with a brand. Forward-thinking companies have moved to building measurement infrastructures based on vetted first-party data that can deliver targeted marketing and lasting performance to better understand consumer desires and strengthen customer interactions.

Google 's proprietary data solutions are constantly updated and now include features like Customer Match and better conversions. Advertisers and publishers now have the option to use first-party data that has been reconciled securely and confidentially using the Publisher Advertiser Identity Reconciliation (PAIR) solution in Display & Video 360. This allows organizations to expand their efforts to engage with their most valued consumers in a meaningful way without relying on cookies set by third parties. “LiveRamp is excited to implement PAIR in Safe Haven and bring it to our 450+ marketers and publisher domains,” explains Scott Howe, CEO of data enablement platform LiveRamp, in an email mail. According to him, “both marketers and publishers recognize that there Industry Email List is no silver bullet for the end of the cookie and are seeking solutions that prioritize privacy and improve the customer experience.” Multiply your customer connections with Google AI It's important to keep up with the changing demands of your consumer base if you want to meet them where they are. Artificial intelligence (AI) developed by Google is a multiplier for your company, allowing you to anticipate and prepare for future developments.



The search giant's machine learning algorithms, which are capable of recognizing trends and predicting audience behavior, have been built and fine-tuned over years of data collection. So your brand can advertise at your customers' pace while protecting their privacy by combining your first-party data with Google 's AI-powered insights . Segmentation optimization, for example, makes it easier to communicate with new consumers who are likely to convert. To help you unleash the next wave of growth with your specified return on investment (ROI), Google technologies will do the hard work of discovering more customers in a sustainable way. According to Google, advertisers who make use of enhanced targeting in Google display ads see, on average, a 50% increase in conversions with a comparable ROI. Those advertisers who use optimized targeting with primary audiences in Display & Video 360 are able to see, on average, a 55% improvement. At the same time, businesses like Korea. For this reason, Chrome and Android are participating in the Privacy Sandbox project with the industry to improve users' online security while maintaining support for critical advertising use cases, enabling you to reach the most interested customers.