The MarTech Alert
452 views | +0 today
Follow
Your new post is loading...
Scooped by CYDigital/marteq.io
Scoop.it!

How marketers can balance privacy and personalization | Ad Age

How marketers can balance privacy and personalization | Ad Age | The MarTech Alert | Scoop.it
Organizations are focusing data investments on the pursuit of a holistic cross-channel understanding of peoples’ and households’ data identities. Spending on identity-related data has grown over 50 percent in recent years. But understanding and resolving identity requires personally identifiable information and therefore can cause heartburn for those new to directly handling this type of data.

It makes sense that most media companies and ad tech and martech providers have chosen to stay away from directly handling consumer data. But those same companies know this: Without partners that directly manage consumer data supporting them, they’d be in trouble.

An accurate, reliable foundation of identity underpins the push-pull balance of privacy and personalization. Without a detailed view of data identity, the marketing ecosystem can accomplish neither.
CYDigital/marteq.io's insight:

When marketers give consumers control over their data, and permit marketers to access any part of that data, the privacy/personalization balance is achieved.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

6 tips for optimizing your personalized marketing efforts | Ad Age

6 tips for optimizing your personalized marketing efforts | Ad Age | The MarTech Alert | Scoop.it
1. Have reliable creative asset templates.
2. Choose the right technology.
3. Pick your targets carefully.
4. Tap into emotional insights.
5. Leverage artificial intelligence.
6. Understand the limits of personalization.
CYDigital/marteq.io's insight:

Note #3: the better approach is to let your targets pick you! Reverse the process!

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Luxury Institute: The Rising Tide of Advanced Personalization - Marketing Technology Insights

Luxury Institute: The Rising Tide of Advanced Personalization - Marketing Technology Insights | The MarTech Alert | Scoop.it
Marketers and their IT support teams cannot blame technology for their inability to execute advanced personalization. The massive normalization and storage capacity for Big Data exists and the algorithms are getting better daily. Data scientists are finally maturing into domain experts with ethical wisdom. Communication and interaction channels are abundant, with in-person and mobile leading the way. Innovating new products and services is a core skill at top brands. Security is an issue for all, but there are better, growing ways to encrypt and secure data, including legitimate blockchain innovations. The technological capabilities for enhancing and scaling personalization are ready, willing and able.

No comment yet.