3 strategies for protecting user privacy that drive results

Published on: 7th March 2023

When it comes to privacy, people want to be in control

New regulatory and technology platform standards are empowering users and challenging the online marketing approaches that businesses have relied on for decades.

Being ‘privacy ready’ gives your brand a competitive advantage

One recent study showed that providing a positive privacy experience can increase the share of brand preference by 49%. This week ‘Think with Google’, shared three audience strategies that can help drive results while ensuring that customer expectations for privacy are met.


1. Strengthen relationships with your customers

Today, 66% of users in surveyed countries consider it important to have a personalised experience with a brand. To better understand customers’ needs and deepen relationships with them, forward-looking businesses are setting up measurement infrastructures on a foundation of consented first-party data able to deliver relevant ads and durable performance.

The recently announced Publisher Advertiser Identity Reconciliation (PAIR) solution in Display & Video gives advertisers and publishers the option to securely and privately reconcile their first-party data to reach audiences who have visited both an advertiser’s and a publisher’s site. That means brands can meaningfully connect with their most valuable customers at scale, without relying on third-party cookies.


2. Optimised targeting helps reach new, relevant audiences who are likely to convert.

Advertisers who use optimised targeting see, on average, a 50% increase in conversions at a comparable ROI. And advertisers who use optimised targeting with first-party audiences on Display & Video can see, on average, a 55% improvement.


When it comes to privacy, trust can be broken or built based on a brand’s approach. Adopting the right tools, and utilising them effectively, is essential to stand out from your competitors while strengthening relationships with your customers. Michelle Roberts, MCIM, Marketing Consultant


3. Explore new privacy-preserving technologies

As expectations around privacy continue to increase, 85% of users globally want brands to invest in privacy-safe technologies. That’s why Chrome and Android are collaborating with the industry on the Privacy Sandbox initiative, improving online privacy while continuing to support key marketing use cases, such as helping you reach the right audiences based on their interests.


Start driving results today and build resilience for tomorrow by adopting these powerful and durable audience strategies that raise the bar on privacy and deliver results for your business.

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