Reinventing Online Advertising: Adapting to the New Digital Regulations
Recent regulatory changes, such as GDPR, the Digital Market Act (DMA), and the gradual disappearance of third-party cookies, are profoundly transforming the world of online advertising. These shifts impose new constraints on advertisers and brands, particularly regarding the collection, management, and use of personal data. Yet, these challenges also represent a unique opportunity for those who can adapt and implement innovative and compliant solutions.
At Ebriweb, we have identified three essential tools to ensure the performance of advertising campaigns while meeting legal requirements and users’ expectations for privacy protection: Consent Mode V2, Enhanced Conversions, and server-side tracking.
Our agency presents these three strategic solutions, designed to maintain and even boost the performance of your acquisition campaigns in an ever-evolving digital environment that is increasingly regulated.
Consent Mode V2: The Solution to Model and Recover Lost Conversions in Online Advertising
Consent Mode V2, developed by Google, is an intelligent system that adjusts the operation of advertising tags based on user consent.
When users accept cookies, their data is collected as usual. For those who decline, Google leverages anonymized data, combined with the behavior of consenting users, to model their conversions. This approach delivers more accurate results while respecting users’ privacy.
This technology ensures regulatory compliance while providing a realistic view of campaign performance. Thanks to missing data modeling, advertisers can optimize their ad spend and make informed decisions, even without complete data.
Enhanced Conversions: Improving Analytics Accuracy with Enriched Data
Enhanced Conversions is an advanced tracking solution offered by Google. It allows advertisers to enrich conversion data with additional user information, such as email addresses or phone numbers, collected with explicit consent.
These conversion tags are installed on strategic pages to capture key actions, such as purchases or sign-ups. The collected data is then linked to users’ Google accounts, enabling the reconstruction of fragmented conversion paths and providing a comprehensive view of user behavior.
By delivering richer and more precise data, Enhanced Conversions helps advertisers better understand user behavior. It also strengthens ad algorithms and allows for optimal budget allocation to maximize campaign ROI.
Server-Side Tracking: The New Approach for Secure and Accurate Data Collection
Server-side tracking is a method for collecting and storing user data using an independent intermediary server. Its main advantage is enabling the collection of first-party data, allowing advertisers to bypass third-party cookies while maintaining data accuracy.
Unlike traditional client-side tracking, server-side tracking allows for enriching collected data before sending it to advertising platforms. This approach enhances data quality while ensuring compliance with privacy regulations.
Finally, adopting server-side tracking combined with first-party cookies paves the way for more comprehensive data collection, while bypassing ad blockers and anti-cookie extensions, resulting in more effective and reliable campaigns.
Ebriweb: Your Strategic Partner for Success in the New Digital Ecosystem
In a constantly evolving advertising environment, it is crucial to adapt by adopting innovative tools such as Consent Mode V2, Enhanced Conversions, and server-side tracking. These solutions enable continuous campaign optimization while meeting user expectations and regulatory requirements.
At Ebriweb, we support you in the strategic implementation and operational integration of these technologies within your advertising campaigns. Our expertise allows you to maximize performance while ensuring regulatory compliance and maintaining customer trust.