Respondents were split on the biggest limitation of poor user ID, with similar shares pointing to difficulties with retargeting users, reconciling data from other sources, and accessing third-party data. Identity challenges are significant in cross-screen video advertising.

One-to-one targeting and retargeting practices will diminish in scale as third-party identifiers are voided from the ecosystem, as marketers instead rely on smaller, more fragmented sets of opted-in first-party data. Likewise, contextual or cohort-based targeting approaches may serve to ease some consumer frustrations in the mid- to long term.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Zenreach's John Kelly, CEO, and Robert Cornell, vice president of sales. They will discuss how brick-and-mortar retailers can use data collection to build customer profiles, track subsequent visits and past purchases, and design retargeting campaigns.

This is the Privacy Sandbox proposal to replicate retargeting. The Privacy Sandbox proposals are meant to cover impressions to users that aren’t authenticated (i.e., logged in) or enriched with data in some other fashion (e.g., as part of a publisher-created audience segment based on behavior over time on a single domain).

The partnerships ecosystem extends beyond the integration with social media platforms to other points of the shopping journey, from retargeting to inventory management to buy now, pay later (BNPL) services from Affirm, all with the purpose of reducing customer friction points in an easy-to-use way for merchants. All of these help solidify Shopify’s place in the digital ecommerce platform market.

The company has integrations with all the major social players, allowing for a range of social commerce capabilities including creating a shop (on Facebook and Instagram only), retargeting ads, and tracking performance with pixel data.

In a DSP, you can retarget or sequentially message users who have been exposed to your upfront buys across CTV and other digital channels. Or, you might decide to allow a household exposed to a specific TV campaign to be removed from an advertiser’s CTV target and moved into a mobile target to close the deal. These insights are available much more rapidly in the programmatic world compared to linear.

The best ROI [return on investment] ads actually come from people who have bought before; it’s the classic retargeting campaign.”. Retargeting campaigns will be critical to finding those customers most likely to convert.

“The reason why Facebook and Instagram have stronger conversion rates is that they offer brands targeting—prospecting and retargeting—abilities that are more granular than other platforms,” Tipograph said, citing the wide proliferation of the Facebook pixel.

“With the decline in third-party cookies, it will be tough to run retargeting campaigns at scale, which will lead to a shift in programmatic media buying,” said Lucy Hinton, head of client operations at ad server Flashtalking. Until the third-party cookie completely disappears, though, shifts won’t be seismic.