{"id":17418,"date":"2019-11-25T11:06:06","date_gmt":"2019-11-25T18:06:06","guid":{"rendered":"https:\/\/www.fullcontact.com\/?p=17418"},"modified":"2021-09-02T04:49:15","modified_gmt":"2021-09-02T10:49:15","slug":"post-cookie-world","status":"publish","type":"post","link":"https:\/\/www.fullcontact.com\/blog\/enrich-api\/post-cookie-world\/","title":{"rendered":"Thinking About a Post-Cookie World"},"content":{"rendered":"<h2><b>What can email do for you that cookies can\u2019t?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">You probably know that cookies are on their way out. A variety of things are all pushing their demise: Legislation (GDPR, California\u2019s Consumer Privacy Act),\u00a0 platforms (Apple\u2019s Intelligent Tracking Prevention), and browsers (Firefox blocks third-party cookies and Chrome will soon let users block them).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because most adtech and martech platforms are heavily cookie-reliant, you probably also know you need to adapt your strategy. Which is okay, because cookies don\u2019t work cross-device and we live in a mobile-first world.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, email is becoming the most reliable method of cross-device identification. Most people have a couple of email addresses, but rarely change them, so those addresses become a long-term, reliable identity attribute. This means you have the ability to Enrich an email address and use the information for consistently reaching and understanding more about your customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can activate these hashed emails on platforms such as Google Ads and Facebook, DMPs such as Oracle Data Cloud, and directly to Trade Desk or any other DSP.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can start with the email address, but you can do so much more with FullContact:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You can use <strong>Identity Resolution<\/strong> to gather additional information about the customer to get a full online and offline picture including things like demographics, lifestyle, purchases, and affinities.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You can use <strong>Resolve<\/strong> to bring together your email lists, your names and mailing addresses, phone numbers, social handles, Mobile Ad Identifiers and more to have a single view of information and append third-party data.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You have all the information you need about a customer to <strong>activate<\/strong>, bridge the gap between online and offline marketing, improve customer service, and create an omnichannel experience.\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A universal, central ID makes it possible for you to follow customers as they hop from channel to channel. And the email address is the starting point.<\/span><\/p>\n<h2><b>Audience Activation for Omnichannel Campaigns<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Using first-party data assets for audience creation gives a client the ability to control their media targeting, reach and frequency.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Segments can be created by FullContact and pushed to onboarders, directly to media platforms, or to the printer for direct mail execution.\u00a0<\/span><\/li>\n<\/ul>\n<h2><b>How to Enable on DMPs, DSPs, Social Platforms, and More<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The process is unique per platform, but it\u2019s a simple process in most cases:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Upload your custom audience consisting of hashed emails and external identifiers to the platform\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Create, update or remove your audience members based on opt-outs or low performance to optimize your CAC.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">When your custom audience has signed in to their platform account, they\u2019ll begin to see your ads on selected ad space within the platform.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">And here\u2019s where to find the implementation instructions on these platforms:<\/span><\/p>\n<p><a href=\"https:\/\/developers.facebook.com\/docs\/marketing-api\/audiences-api\/\"><span style=\"font-weight: 400;\">Facebook<\/span><\/a><br \/>\n<a href=\"https:\/\/support.google.com\/google-ads\/answer\/6276125?co=ADWORDS.IsAWNCustomer%3Dfalse&amp;hl=en\"><span style=\"font-weight: 400;\">Google<\/span><\/a><br \/>\n<a href=\"https:\/\/developers.facebook.com\/docs\/marketing-api\/audiences-api\/\"><span style=\"font-weight: 400;\">Instagram<\/span><\/a><br \/>\n<a href=\"https:\/\/developer.twitter.com\/en\/products\/ad-campaigns\"><span style=\"font-weight: 400;\">Twitter<\/span><\/a><span style=\"font-weight: 400;\"><br \/>\n<\/span><a href=\"https:\/\/docs.oracle.com\/en\/cloud\/saas\/data-cloud\/data-cloud-help-center\/IntegratingBlueKaiPlatform\/IDManagement\/sending_ohashes.html\"><span style=\"font-weight: 400;\">Oracle Data Cloud<\/span><\/a><span style=\"font-weight: 400;\"><br \/>\n<\/span><a href=\"https:\/\/advertising.amazon.com\/blog\/advertiser-audiences\"><span style=\"font-weight: 400;\">Amazon Advertising<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What can email do for you that cookies can\u2019t? You probably know that cookies are on their way out. A variety of things are all pushing their demise: Legislation (GDPR, California\u2019s Consumer Privacy Act),\u00a0 platforms (Apple\u2019s Intelligent Tracking Prevention), and browsers (Firefox blocks third-party cookies and Chrome will soon let users block them). Because most [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":17419,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_improvement_type_select":"improve_an_existing","_thumb_yes_seoaic":false,"_frame_yes_seoaic":false,"seoaic_generate_description":"","seoaic_improve_instructions_prompt":"","seoaic_rollback_content_improvement":"","seoaic_idea_thumbnail_generator":"","thumbnail_generated":false,"thumbnail_generate_prompt":"","seoaic_article_description":"","seoaic_article_subtitles":[],"footnotes":""},"categories":[106],"tags":[98,101,102,103,104,105,107,108],"class_list":["post-17418","post","type-post","status-publish","format-standard","hentry","category-enrich-api","tag-identity-resolution","tag-ccpa","tag-cookies","tag-data-enrichment","tag-emails","tag-enrich","tag-enrichment","tag-gdpr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO 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