The foundation of digital marketing and advertising is retargeting. Retargeting of Facebook Ads in particular, transformed the landscape of digital advertising. By providing a highly exact method of connecting with customers who have already undertaken certain actions with your business or on your website.
However, as new data privacy regulations have been implemented over the past few years, pay-per-click (PPC) retargeting has suffered significantly.
In this guest post, is covered all that you need to know about retargeting without cookies (Cookieless retargeting) and how it may be used in this situation. Then a review would be given on Mobile marketing and advertising in the changed situation.
Approach Adopted In Cookieless Retargeting
The foundation of traditional retargeting campaigns is often cookie-based targeting; you’ll install data tracking tools on your website, including Facebook’s pixel. This pixel may activate on a specific page of your website. Allowing Facebook to track the user’s ID and determine that they should be exposed to a particular retargeting campaign depending on their behavior.
However, cookieless retargeting uses cookieless tracking. This could entail tracking some user data on your own website without the need for third-party tracking pixels or data. Then directly synchronizing that data to Facebook without the usage of the pixel. Because you’re transferring data from your server to Facebook, retargeting is still possible.
Why Retargeting Without Cookies Is Crucial
Cookieless retargeting should be a part of your first-party data strategy because it enables you to produce robust, actionable, and efficient first-party data. Even when cookie-based tracking is less successful than it once was.
This is achievable if you keep track of user data through your own CMS system and website. Such as which users open your emails, who downloads e-books, and who makes purchases. There is no need for cookie-based tracking because you may supply this data directly to other platforms, which can utilize it for retargeting.
There are features on some platforms that can be useful here. For instance, Google has Enhanced Conversions, and Facebook has its Conversions API.
It’s also crucial to keep in mind that cookie-based retargeting became marginally less successful following the iOS 14.5 upgrade. However, having a workaround in the form of cookieless retargeting enables you to continue, to build successful campaigns. Track them more exactly and maintain your sales funnel.
In-App Mobile Remarketing On the Rise
Mobile in-app remarketing will take the role of cookie retargeting as consumers spend more time inside native apps. Due to identity measurement and cookies’ inability to function in- app, app retargeting is different from desktop retargeting. User data is hard to get (unlike pixels on the web) and utilize the same to retarget users on app inventories.
In the first stage of in-app retargeting, advertisers gave retargeting networks a list of device IDs. And used static creatives to target consumers. Due to a lack of deep links, the consumer was not easily taken to the app, making the entire Mobile advertising experience subpar. The inability of attribution partners to track retargeting events and retargeters to embed their SDK inside the client’s app. Meant that performance measurement was also a problem.
Deep linking and MMPs (Mobile Measurement Partners) have improved, making app remarketing significantly superior nowadays. Retargeting networks can direct users to the appropriate product/cart/intent pages within the app and are achieving higher conversion rates thanks to deep linking. Compared to mobile web retargeting, advertisers report roughly 4X higher conversion rates when using app remarketing.
User-level in-app events are being recorded and shared by MMPs, enabling retargeting platforms to present personalized adverts and improve performance. Marketers can now easily activate retargeting campaigns through app remarketing networks. Giving them greater flexibility and enabling networks to start innovating on driving performance at scale.
With consumers spending more time on native apps and cookies disappearing from websites, app remarketing is becoming increasingly important. To retain and grow customers in the app ecosystem, marketers should start adding app remarketing into their Mobile Marketing Strategy right away.
Mobile DSP – A Doorway To In-App Advertising
Mobile DSP is essential for putting ads in the in-app advertising. Since this medium offers marketers tremendous reach and extremely engaging ad types.
Media buyers run advertisements on mobile inventory using mobile DSPs, which are SaaS platforms. They must be linked to numerous SSPs, ad networks, and exchanges with a variety of inventory available through a single interface. Mobile DSPs should give advertisers access to connected deals, private marketplaces, and real-time bidding.
Mobile DSP advertising allows for more accurate targeting. The percentage of targetable site impressions will decrease with the announced phase-out of third-party cookies. Device ID remains a trustworthy identifier for the mobile environment in the interim. Due to their longer lifespan than their web equivalents, mobile IDs were already more effective in tracking long- term user journeys before cookies were phased out. Device IDs can offer details on pre-install engagements (ad clicks or views) and in-app events, in contrast to the web, which is quickly becoming almost anonymous.
The Final Words
Knowing advanced options for retargeting in a cookieless world is now more crucial than ever before in light of the recent changes Apple made some time back. The most effective tool we now have for that purpose is Facebook’s Conversions API. Which has filled in the gaps for advertisers all around the world. You can not only build more retargeting audiences (or more complete audiences with fewer members missing!). But you can also track the data resulting from those campaigns more successfully. Make sure you know how to use the tool and seek methods to make it more efficient if you want to get the most of it.
In contrast to the web’s waning addressability, mobile apps offer good diverse audiences for targeting. They are currently seeing an unheard-of rise in usage. Currently experiencing an S- growth curve, mobile app retargeting will become a viable growth channel for all marketers when the next wave of trends emerge. All parties concerned will profit as it advances the industry towards a clearer, more personalized form of remarketing.
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