The trend: Following Apple’s privacy changes—and in anticipation of those to come from Google—many advertisers are taking consumer data collection into their own hands, rather than relying on social platforms or ad tech firms, per The Wall Street Journal.
Dig deeper: Brands are using a variety of tactics and incentives to access this data:
But some incentives are more attractive than others, and effectiveness varies across age groups. Overall, discounts, free trials, and mixes of multiple offers were the strongest at driving customers to share their email with a brand, according to March 2021 Fluent data.
Meanwhile: Big Tech platforms are adapting to privacy changes, but it’s unlikely that advertisers will ever be able to see the same granular metrics that they’ve gotten used to.
The bottom line: Given how long it’s taking Big Tech to adapt to privacy changes, brands’ shift to first-party data in the interim is a necessary move. In the future, however, it’s likely that marketers will need to incorporate a variety of different tactics—including collecting first-party data, but also making use of social platforms’ new tools, diversifying media mixes, and reallocating ad budgets.