Jan - Henrik Lambrechts

Fixing tracking problems in DTC@runconverge

Effective targeting in a world that is becoming more privacy-aware

As the world becomes more privacy-aware, effective targeting is becoming increasingly challenging. The elimination of third-party cookies, the implementation of new regulations such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR), and a general shift towards more stringent data protection measures have all made it harder for businesses to target their audiences with precision.In this talk, we will focus on how businesses can leverage first-party data to target their audiences while remaining compliant with privacy regulations. By collecting and using their own data, businesses can create detailed profiles of their customers, and use these profiles to deliver personalized marketing messages that are more likely to be effective.