According to thedrum.com, Facebook has decided to no longer allow 3rd party data targeting on their advertising platform. This strategic move is a response to data misuse via Cambridge Analytica. Third party providers like Experian and Axiom will no longer be utilized for targeting users on Facebook, marketers will need to use Facebook’s first party data. So, how does this impact advertisers and the industry?
Assessing whether a marketing campaign was successful has become increasingly difficult because of the complex consumer purchase funnel. Consumers are being exposed to messages on multiple channels, which makes it difficult to pinpoint the effectiveness of a marketing campaign. Breaking down marketing measurements into high quality web traffic and in-store traffic are two easy ways to assess marketing efforts.
For those that think display advertising is dead and does not work; think again. There are a few practical ways display advertising still can be fruitful. Display has a few advanced tactics and measurements that helps refine and track the customer. Below, I have outlined a quick snapshot of three display advertising tactics.