Digital Learning Series Pt. 2: Privacy & the Future of Measurement with Google
Experts from Adlucent and Google are collaborating to discuss privacy and the future of digital marketing Wednesday, March 17th, from 1-2 pm CT. Adlucent’s Digital Learning Series continues with another live virtual event, co-hosted with Google, and comes at a time when the industry is still processing and reacting to Google’s major announcements.
The fact is, a cookieless world will be here before you know it, and now is the time to start planning. Retailers must understand the impact of these impending changes on data collection and usage. Marketers will be tasked with adapting their approach to targeting, performance measurement, and attribution. We are proud to be partnering with Google during this time to help explore the impact of a privacy-first future against the backdrop of accelerated ecommerce spending & revenue growth for retailers.
What Google Will Be Discussing
The Google team is scheduled to speak to the changing landscape of data privacy and measurement. You’ll learn how regulations, technology changes, & user preferences contributed to a new measurement methodology & technology era.
Google will share what retailers can do now to prepare for the expiration of third-party cookies, plus discuss future solutions, such as FLoC, for an alternate way forward in consumer targeting and attribution. Some topics they’ll touch on include:
01How to Strengthen Privacy Policies
How can businesses adjust their privacy policies to comply with regulations? Google will break it down for you, so you feel confident that your business collects and uses data responsibly with best practices.
02The Ways to Organize & Integrate Customer Data
Get insights from Google into the ways you can maximize the value of your first-party data. This includes looking at the gaps in how you collect data now and improvements you can make going forward!
03Utilizing Automation & Machine Learning
During the virtual event, Google will explain how companies can leverage technology to adapt to the changing consumer landscape and invest in solutions that deliver relevant ads at scale despite the absence of individual signals. Additionally, you’ll learn how you can focus on the available data you have now instead of replacing the data you’ve lost.
What Adlucent Will Discuss
Along with Google, we are going to expand on many of the topics they discuss. We’ll begin by preparing attendees for this information-rich event with a refresher on the basics of first and third-party cookies (don’t worry, we got you!). From there, you’ll learn the client-focused approach Adlucent is taking to prepare for these changes over the next few months. This includes:
01 Why Privacy-First Matters
The importance of customer trust is another vital topic we will cover. We’ll suggest how advertisers can adjust their real-time strategies and what this looks like from a consumer and an advertiser’s perspective.
02Best Practices for a Privacy-First World
We’ll share best practices that you can take advantage of when it comes to customer data and advertising. This will include targeting, audience creation, conversion measurement & testing, tagging, and the impact of iOS14.
03What We Recommend Advertisers Can Do Now
Our experts will further discuss how to analyze your business structure to ensure an accurate gathering of first-party data through a martech audit of your stack. We’ll talk about how you can invest in the right technology and how Adlucent can help. Plus, we’ll share our recommendations for testing new, privacy-first solutions as they begin rolling out in Q2 of 2021.
Check out this clip about privacy from our last webinar!
More About the Adlucent Digital Learning Series
Our Digital Learning Series presents information to educate and interact with Adlucent clients, community, and participants on topics and themes that are most relevant to B2C and B2B marketers today. The content is also designed to help you make smarter decisions on marketing solutions, not just today but throughout 2021.
We invite you to keep tuning in to our series during the year. Register for our next one today!
Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, Amazon, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.