The targeting landscape is changing rapidly. Everything we've mastered - demographics, behavior, interests - now faces privacy regulations, updates, and cookie restrictions.
But don't worry! Smart advertisers are adapting with new privacy-first strategies that still deliver great results.
Engagement Message
Recall a recent ad that felt less personalized—what was it?
Major privacy shifts include iOS 14.5+ limiting app tracking, GDPR in Europe, and browsers blocking third-party cookies. These changes restrict how platforms collect and use audience data.
The result? Many targeting options are becoming less precise or disappearing entirely.
Engagement Message
Why would these privacy changes benefit consumers?
First-party data is your most powerful privacy-safe asset. This includes email lists, customer purchases, website analytics, and CRM data - information people voluntarily shared with you.
Unlike third-party cookies, first-party data belongs to you and faces fewer restrictions.
Engagement Message
What first-party data does your favorite brand probably have about you?
Build your first-party data through email signups, customer surveys, loyalty programs, and account registrations. The more direct relationships you create, the less you depend on platform data.
Quality matters more than quantity - engaged subscribers beat anonymous visitors.
Engagement Message
Which would be more valuable: 1,000 email subscribers or 10,000 anonymous website visitors?
Contextual targeting places ads based on webpage content rather than user data. Fitness ads on health websites, travel ads on vacation blogs, business software ads on productivity sites.
It's like advertising in magazines - you target the content environment, not individual readers.
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