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解决方案
MANUFACTURER
NETWORKPERFORMANCE主动网络管理可以更有效地将当今的消费者与汽车连接起来。
SALESPERFORMANCE发现真正影响日常绩效以增加市场份额的因素。
AFTERSALESPERFORMANCE让顾客回头以提高服务保留率并建立长期忠诚度。
营销PERFORMANCE科学的精准度让每一分营销费用都发挥更大的作用。
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本文最初刊登于 AdAge.
Google has abandoned its plan to phase out third-party cookies for Chrome, and the company indicated its approach moving forward is user choice. This decision has led some auto marketers to breathe a sigh of relief. We get it. Third-party cookies are at the center of the process you and your clients know and using them doesn’t require taking risks and upending decades of business processes. While keeping a strategy centered around third-party cookies may be an easy choice, it is not the time for auto marketers to stay complacent.
Issues around accuracy, efficacy and reliability of data from third-party cookies remain a question. At the same time, consumers and regulators have a decreasing appetite for third-party cookies. Firefox, Safari and other browsers have phased out third-party cookies, and many Chrome users enable privacy extensions to render third-party cookies useless. While third-party cookies may live to see another day, they are not here to stay.
Forward-thinking auto marketers who have anticipated a data-depreciated ecosystem are testing privacy-centric identity frameworks – like universal IDs (UIDs) – to support personalization while preserving privacy for end users. UIDs are a pseudonymous alternative to third-party cookies and offer advantages such as improved privacy and control for consumers and better omni-channel targeting, measurement, and personalization for advertisers, publishers and demand-side platforms. This enables people-based advertising on consented and authenticated user data while being encrypted for privacy. The result is a better fair value exchange between consumers, advertisers and publishers, which is necessary to support a free and open Web. Several UID solutions are currently available, including The Trade Desk’s Unified ID 2.0, LiveRamp’s RampID and LiveIntent’s NonID.
With UIDs being a relatively new technology, it is incumbent upon leading-edge auto advertisers to engage with a partner who has anticipated the change in the ad landscape and understands the complexities of how to implement them into your automotive advertising strategy.
Auto advertisers using UIDs will benefit because they can more precisely identify and reach consumers with a more personalized ad experience. For example, serving a truck ad to someone predicted to purchase a truck and then following that up with a service ad after the consumer has made the purchase. Furthermore, UIDs enable privacy-first measurement – including omni-channel measurement of offline sales and service – when media and conversions are resolved to a common ID. All of which leads to a more holistic view of the customer, a more personalized ad experience, more sales conversions for the advertiser, all without compromising user privacy.
As the landscape continues to evolve, there have been questions among marketers about whether privacy-centric universal IDs will scale to reach a critical mass. Jeff Green, CEO of The Trade Desk, said that Unified ID 2.0 has “reached a critical mass of adoption.” He added that UID2 is “addressing much bigger issues and is expected to have more ubiquity than cookies ever did or do.”
– Jeff Green, CEO, The Trade Desk
The marketplace for advertisers using UIDs is becoming more robust, too. More premium inventory is available within the ad tech supply chain connected to UIDs, allowing auto advertisers to reach consumers with personalized ad experiences in premium environments. For example, when paired with Urban Science’s sales data and algorithmic capabilities, auto advertisers can precisely target an in-market intender within a connected TV environment and then measure if doing so resulted in more sales. For publishers and media owners, universal IDs allow them to provide more personalized content and ad experiences. For demand-side platforms, better match rates, omni-channel targeting and measurement. In short, using UIDs can help maximize revenue by creating an advertising ecosystem that delivers more precise and efficient ads on both the demand and supply side, all to the benefit of auto advertisers and without sacrificing consumer privacy.
For automotive advertisers looking to harness the power and capabilities of UIDs, Urban Science is the trusted data partner that will help you take the guesswork out of planning, deploying and optimizing your automotive media in a world beyond third-party cookies.
While cookies may not be going away immediately, it doesn’t mean that campaigns should be heavily reliant on a decades-old technology. The narrative is changing from personalization versus privacy to personalization with privacy. Today, auto marketers can access rich data sources based on real people, authenticated at the highest levels, without compromising privacy through universal IDs, allowing auto marketers to meet targeting and measurement objectives without third-party cookies, while also championing user privacy.
自四十多年前成立以来,我们经过验证的科学汽车零售方法一直在不断改进和发展。这种方法始终走在技术前沿,有助于提高营销、销售和服务绩效,并继续成为行业标准,为您提供最佳的成功机会。
Urban Science® is continuously working to help auto marketers see around the next corner and our In-MarketAudiences™, SupressionAudiences™ and SalesMatch™ solutions help automotive marketers better target their customers and attribute sales using privacy-first techniques without the use of cookies. Our DataHub™ contains daily, consented and authenticated consumer-level data to help you find exactly who is in-market to increase the potential of your advertising spend and measure the sales effectiveness of automotive marketing. We’re committed to continuously monitoring the Ad Tech supply chain to ensure our products are compatible with emerging privacy-safe identity frameworks and data collaboration technologies.
斯科特·克拉克
Global practice director, Media Performance
城市科学股份有限公司
sclark@urbanscience.com
卡尔·马特
Head of Sales, AdTech
城市科学股份有限公司
cwmatter@urbanscience.com
248.765.8436