How to best understand your audience, without cookies

Without being able to track users online, advertisers will gradually lose visibility on learning about consumer behaviour. What can they do?

data and analytics, data management, enterprise technology, it and managed services, e-Commerce in APAC report

123RF

With Apple’s new privacy feature on iOS 14.5, getting enough data on customers for one’s business analytics becomes a challenge. Pair it with Safari’s and Firefox’s third-party cookie ban, it becomes an even greater challenge for businesses to collect information.

Consumers now enjoy greater privacy online from the rollout of cookieless browsers. In addition, iOS 14.5 gave Apple users the opportunity to choose whether applications can track their usage via the Identified for Advertisers (IDFA).

data and analytics, data management, enterprise technology, it and managed services, e-Commerce in APAC report

However, according to Stuart McLennan, Senior Vice President, Asia-Pacific, Rakuten Advertising, the opt-in rate to the IDFA has been relatively low – especially in the APAC region.

“Without the ability to track users online, advertisers will gradually lose visibility on learning about their consumers’ behaviour beyond their sites. Brands will also lose the ability to target audiences based on third party data. Regardless, they will still be able to target cohorts or Unified IDs, or engage contextual targeting,” shared McLennan.

“On the other hand, for consumers that have provided consent, their data will be “cleaner”, which means businesses can focus their time and resources on consumers who are more open to hearing from them.”

A new way to know your audience

To learn more about their customers, McLennan recommends businesses to engage in affiliate marketing that allows it to use a publisher’s audience data to reach their target audience.

“Affiliate networks offer companies the opportunity to be part of the consumer’s consideration and purchasing journey,” added McLennan.

“Within the network, brands can gain access to carefully vetted publishers that have the same audience they are targeting. Additionally, such platforms also provide insights into transactions and browsing behaviours, that will inform brands about their consumers’ preferences.”

Nevertheless, even after adopting such a method to understand their customers, McLennan advises brands to ensure that they receive something valuable in return for sharing their data – either through an enhanced customer experience, engaging content, or incentives such as loyalty points or cash back rewards.

How to thrive in a cookieless situation

For businesses that used targeted ads, the iOS 14.5 implementation allowed it to focus on factors within their control.

McLennan revealed that organisations could work on the following:

  1. Enhancing customer experience

Companies would need to prioritise enhanced customer experiences. This includes faster delivery times, a greater variety of products, and incentives to consumers in the form of cash back, rewards, vouchers, and promotions.

According to Rakuten Advertising’s e-Commerce in APAC report, 66% of Malaysian consumers and 54% of Singaporean consumers cited long shipping wait times as a deterrent for not completing an online purchase.

Consumers also want to feel rewarded for purchasing. This would allow them to interact with the business more, resulting in them providing more quality first-party data and more traffic to the site.

  1. Adopting new technologies

Companies could look into adopting new technologies to reach new consumers. It is critical for companies to prepare for the loss of personalisation and find different ways to reach consumers as they continue to have more control over how their behaviour and data are being used by marketers.

Instead of relying on cookies to launch hyper-targeted campaigns, brands can still engage with their most loyal customers in the form of improved on-site customer experience that are tailored for their expectations, or connecting with them via new affiliate technologies such as post-transaction referral codes or live commerce.

As long as advertisers and publishers are well-prepared, the affiliate industry will continue to grow in a cookieless world.

News Related

OTHER NEWS

Trade Minister Dan Tehan snubbed over subs by French counterpart

Federal Trade Minister Dan Tehan says he has extended an open invitation to meet with his French counterpart after his offer was formally rejected amid the diplomatic fallout over Australia’s ... Read more »

Innocent post about police rescuing a chicken goes viral

© Provided by Daily Mail MailOnline logo An innocent police post about safely rescuing a chicken from a street has gone viral for a very unexpected reason. Police were called ... Read more »

WA declare at 9-465 against SA in Shield

Western Australia have declared at 9-465 on day two of the opening Sheffield Shield cricket match against South Australia in Adelaide. © Matt Turner/AAP PHOTOS Western Australia’s Josh Philippe mistimed ... Read more »

A giant space rock demolished an ancient Middle Eastern city, possibly inspiring the Biblical story of Sodom

© Provided by Space Artist’s evidence-based depiction of the blast, which had the power of 1,000 Hiroshimas. This article was originally published at The Conversation. The publication contributed the article to Space.com’s Expert ... Read more »

New Zealand vs South Africa live stream: how to watch Rugby Championship from anywhere

With one hand on the Rugby Championship trophy, the seemingly unstoppable All Blacks will look to claim the crown here today with a win against the second-placed Springboks. Read on ... Read more »

Zellers makes a comeback with pop-up store at Hudson's Bay

HBC has opened a Zellers-themed pop-up store in one of its Hudson’s Bay locations. Zellers is back. As first reported by Retail-Insider.com, HBC has opened a pop-up Zellers shop within ... Read more »

Bill Gates has a ‘message' for Elon Musk, Jeff Bezos

He may have fallen down the pecking order in the billionaires’ list but Bill Gates is still the fifth richest man in the world and a force to reckon with. ... Read more »

Victoria logs 847 virus cases, one death

Victoria has recorded 847 new locally acquired COVID-19 cases and another death from the virus as authorities urged football fans to stick to the rules ahead of the AFL grand final.  ... Read more »

Twelve more Australians die with COVID-19

Another 12 Australians have died with COVID-19 as the federal government puts pressure on the states to open up home quarantine to get more people home. © Daniel Pockett/AAP PHOTOS ... Read more »

NT Specialist Disability Accommodation project helps people with disabilities find accessible homes

After spending more than a year living in a Northern Territory hospital, Doris Jirlu is relieved to have a place to call home. © Provided by ABC Health Ms Jirlu ... Read more »

Everest Premier League 2021: Full Squads, Fixtures And All Details You Need To Know

Everest Premier League The fourth edition of the Everest Premier League is all set to commence on September 25 and will run until October 9 in Nepal. Former Pakistan captain ... Read more »

Doctor burnout crisis looms for overburdened healthcare system, psychologist warns

© Provided by ABC Health Doctors are experiencing unprecedented levels of anxiety, depression and burnout as an under-resourced healthcare system struggles to contend with the demands of a growing population, ... Read more »

Goldfields leaders say COVID outbreak is 'inevitable' under current border controls

© Provided by ABC Business Since Friday heavy vehicles have been subject to more onerous restrictions when entering different states. (ABC Goldfields: Jarrod Lucas) Leaders in the Goldfields are concerned the ... Read more »

Nature Festival: Advocating for the environment matters but don't forget to enjoy it

© Provided by ABC NEWS Noise/Nature will be held after dark at the Adelaide Botanic Gardens during the festival. (Supplied: ATG Publicity) Knowing that climate change poses an imminent threat ... Read more »

IKEA Australia issue repair recall for Hemnes bookcase and cabinets

© Provided by Daily Mail MailOnline logo A recall has been issued for a popular cabinet from Swedish furniture giant IKEA over safety concerns.   Customers who bought the Hemnes bookcase ... Read more »

New South Wales records 1,007 new COVID-19 cases, 11 deaths

New South Wales has recorded 1,007 new COVID-19 cases in the 24 hours to 8:00pm last night. Of the 11 people who died from the virus yesterday none were fully vaccinated. ... Read more »

Tasmania's flurry of snow will slowly retreat to higher elevations

© Provided by ABC NEWS Adventurous Tasmanians headed out to make the most of the snow. (Supplied: Rosie Kiselev) Elevated areas of Tasmania were blanketed in snow overnight, but snowfalls in ... Read more »

NSW records 1007 new COVID-19 cases

NSW has reported 1007 new locally acquired cases of COVID-19 and at least 11 deaths. © Bianca De Marchi/AAP PHOTOS Treasurer Dominic Perrottet does not want vaccines to create a ... Read more »

Police gear up for another day of Melbourne protests

Protesters are vowing to take to the streets of Melbourne again for a sixth day as authorities attempt to thwart their plans to descend upon the CBD. Police had one ... Read more »

Indo-Pacific leaders hold first Quad nations meeting

Australian Prime Minister Scott Morrison has met with the leaders of the US, Japan and India for the first face-to face meeting of the Quad nations in the White House. ... Read more »

New shopping app KaiKai woos Hong Kong consumers with two ‘pushed' deals a day

A new shopping app launched in Hong Kong named KaiKai is pushing targeted discount deals to consumers and allowing them to order online and then physically pick up their products ... Read more »

New group of Victorian rock climbers hopes to scale up respect levels

© Provided by ABC NEWS Climber Ashlee Hendy joined Crag Stewards Victoria to care for the places she loves. (Supplied: Ashlee Hendy) For Steven Wilson, the closure of some rock climbing ... Read more »

One new local COVID case detected in Qld at end of isolation period

Queensland has recorded just one new case of COVID-19 on Saturday, but it was nearly not detected before the person involved left quarantine. The case was locally acquired and linked ... Read more »

Police patrol Melbourne's CBD ahead of potential anti-lockdown protests

Police are patrolling potential flashpoints around Melbourne’s CBD ahead of planned anti-lockdown protests. Small protests across Melbourne on Friday saw more than 200 people arrested, but larger rallies failed to ... Read more »

Pedestrian, truck driver killed in crashes on Port Road and South Eastern Freeway

© Provided by ABC NEWS A 77-year-old truck driver died on the South Eastern Freeway, hours before a 90-year-old man died in hospital. (ABC News) Two fatal road crashes in ... Read more »

Record high for Victoria with 847 COVID-19 cases, one death

Victoria recorded 847 new cases and one death from COVID-19 on Saturday morning, with new research showing COVID-19 vaccine hesitancy has fallen to the lowest levels since Australia’s rollout began. ... Read more »

Queensland records one locally acquired COVID-19 case linked to Sunnybank cluster

© Provided by ABC News Queensland’s Health Minister Yvette D’Ath says the person tested positive to COVID-19 on day 14 of quarantine. (ABC News: Alice Pavlovic) Queensland has recorded one ... Read more »

Hidden galaxies, a doomed Mars, and plenty of supernovae drive the week in science

In another week of space-filled science coverage, we got plenty of supernovae, one in the form of a long-standing science mystery and the other an unexpected discovery.  We learned more ... Read more »

Walmart's unreal weekend deals are here! Save over 70 percent on Sony, Samsung, Roomba and more

We may receive commission from purchases made via links on this page. Pricing and availability are subject to change. Get ready for fall with a slew of colorful savings at ... Read more »

Soar into space aboard this inspiring trailer for 'Among The Stars,' a new Disney Plus docuseries

© Provided by Space The new docuseries “Among the Stars” launches on Disney Plus Oct. 6, 2021. Human eyes have been firmly fixed on the heavens these days, with SpaceX’s ... Read more »

Moonshots, private space stations and more: NASA chief Bill Nelson on the future of human spaceflight

© Provided by Space Artist’s illustration of an Artemis astronaut stepping onto the moon. COLORADO SPRINGS, Colo. — NASA Administrator Bill Nelson is confident the agency’s human spaceflight future is ... Read more »

Xbox just gained four classic Castlevania games in this enhanced collection

© Provided by Windows Central A fresh batch of Castlevania games arrives on modern Xbox consoles. What you need to know The Castlevania franchise is one of the most legendary ... Read more »

Determined wedge-tailed eagles are hunting healthy lambs, farmers warn

© Provided by ABC NEWS Wedge-tailed eagles are attacking healthy lambs, warn farmers. (Supplied: Wikimedia commons) When lambing season is underway in South Australia, a predator from the sky looks ... Read more »

COVID live updates: Authorities urge Victorians to stay home during AFL grand final as state records 847 new local cases

Victorian Chief Health Officer Brett Sutton urges people to stay home during the AFL grand final to avoid putting “you, your friends and your households at risk”.  The case is ... Read more »

Indigenous leaders call for halt on Boral's sand mine excavation near massacre site

© Provided by ABC Business The Illawarra Local Aboriginal Land Council is seeking an urgent intervention from the federal government to stop work on Boral’s expanded Dunmore sand mind. (ABC Illawarra: Justin ... Read more »

Spirit of Tasmania overnight sailings cancelled following COVID-19 fears

© Provided by ABC Health Public Health says there is no risk to the 60 passengers booked on last night’s sailing from Devonport. (Facebook: Spirit of Tasmania) Spirit of Tasmania sailings ... Read more »

Best Xbox One controllers: Gamepads for every player

© Billy Cadden Play your best game with the best xbox controllers available. Xbox One players still have a lot of choices when picking the best Xbox One controller. There’s ... Read more »

Victoria records 847 new local COVID-19 cases and one further death

© Provided by ABC Health Victoria has recorded 847 new locally acquired cases of COVID-19 and one further death, amid warnings to stay home this grand final day. The new ... Read more »

Scientists discover 500 light-year-wide hole in the Milky Way torn open by a supernova

Scientists have discovered a gigantic hole blown out of the Milky Way, and believe a powerful supernova 10 million years ago might be to blame. The gap or “cavity” as ... Read more »

Wayne Bennett says Brisbane Broncos attempted to undermine South Sydney coaching career

Wayne Bennett has taken a major swipe at his former employers, the Brisbane Broncos, just minutes after he guided South Sydney to next week’s NRL grand final. After South Sydney romped ... Read more »