Apple's powerplay in the privacy space has ruined many people's digital ad performance. This blog outlines a quick and easy way to regain that high level performance and to boost your understanding of your customers at the same time. First-party data is the key. Collecting it and then using it to fill the gap left when 3rd party cookies became useless, allows you to reach bigger and better quality audiences when advertising online.

Apple's iOS 14 updates sent shockwaves throughout the digital marketing industry. Online ads became less effective and more expensive for anyone using major digital ad platforms like Facebook and Google. Their inability to track users with 3rd party cookies as they had previously done meant that they were suddenly scrambling to respond to Apple. For the average advertiser, they were left wondering why their ROAS had dropped so suddenly and what they could do about it.

After a 12-year legal battle, Google has agreed to pay $23 million to settle a class action lawsuit brought by consumers who claimed that the company's search engine shared their queries with advertisers or other third parties without their permission. Originally filed in 2010, the lawsuit alleged that when a Google user clicked on a link in search results, the site shared the search terms entered with third parties, potentially revealing personal information about the searcher. According to the suit, advertisers pay Google to see what search terms led consumers to a particular page.

As we head into 2023, retailers will need to be even more agile and responsive to the changing landscape to stay competitive and continue driving growth. This means adapting to shifting consumer preferences, new market conditions, and rising costs. One major challenge facing retailers is the shift toward e-commerce, which has accelerated rapidly during the pandemic. Online sales are projected to reach more than $31 trillion by 2025, taking an increasingly larger slice of total retail sales worldwide. To stay competitive in this environment, retailers need to offer seamless and convenient online shopping experiences and effectively leverage social media and influencer marketing to drive customer acquisition and retention.

The goal of a CDP is to create a single, unified view of each customer by aggregating data from multiple sources and storing it in a central location. When combined with attribution technology, a CDP can provide insights into the customer journey and how different marketing channels and tactics contribute to conversions. Attribution technology tracks the customer journey and assigns credit for a conversion to each touchpoint along the way, allowing marketers to see the entire customer journey and understand the effectiveness of different marketing channels and tactics.

Multi-touch attribution is analyzing and attributing the credit for a sale or conversion to multiple touchpoints in the customer journey rather than just one touchpoint. This can be particularly useful for e-commerce businesses, as it helps marketers understand the effectiveness of different marketing channels and tactics in driving sales.

We will explore the role of CDPs in maximizing customer engagement in the metaverse and how businesses can leverage this technology to drive business growth. We will discuss how CDPs can personalize the customer experience, analyze customer data, segment customers, coordinate marketing efforts across channels, and integrate customer data with other systems. By understanding the capabilities and potential of CDPs in the metaverse, businesses can take advantage of this powerful tool to enhance customer engagement and drive business growth.

Identity resolution is critical for businesses of all sizes, as it allows them to connect data points related to specific individuals or entities across multiple systems, devices, or platforms. By doing so, businesses can better understand and serve their customers, improve the accuracy and efficiency of their operations, and identify potential fraud or security threats. This article will explore the benefits of identity resolution and provide best practices for businesses looking to implement this technology.