Recent policy changes at the government and operating system levels, such as GDPR in Europe and Apple’s Safari Intelligent Tracking Prevention, block access to cookie data for marketers.
Younger customers, who make up most of the social-driven L’Oreal site, also respond better to in-article recommendations than the hard sell of ads on the page, Amezquita said. and every page is another chance to gather an email address or send someone to a L’Oreal product page.
Consumer brands need first-party cookies to advance their online advertising. Since ad tech companies that do audience targeting or retargeting are losing access to first-party data, brands will need to bring their own data to continue running data-driven campaigns.
For instance, L’Oreal can use fiufiu to generate retargeting audiences and extrapolate its first-party data through lookalike models scaled for programmatic, Amezquita said.
“If you look at industry right now, it’s a moment where content, CRM and digital advertising are becoming one,” he said.