RTB House Editorial Team

The world of online retail has experienced significant change over the last few years. With these changes came a trending topic concerning recommendations and the effect they have on the consumer journey. So what value do they actually hold when it comes to personalizing a shopper’s online experience and increasing your average order value?

Consumer tech companies, like Samsung, operate in an environment with high average order values (AOVs) but long gaps between conversions. This means it is essential to maximize individual sales and build brand loyalty that lasts long after a purchase is complete. Companies can best do this by building direct connections with their customers across a variety of sales channels. However, this means overcoming the challenges posed by the loss of access to third-party cookies in the oncoming cookieless future.

The end of third-party tracking cookies is on the horizon, but it’s not as bad as you might think. Despite concerns from some advertisers that losing third-party cookies will make it impossible to deliver personalized advertising, there are already a number of effective solutions in the works to ensure that users can still enjoy relevant ads, without any privacy fears.

Let’s take a quick dive into why third-party tracking cookies are being retired, what that means for your advertising strategy, and why it’s actually a good thing for both customers and advertisers.

Travel industries face numerous challenges when marketing online. To help you better understand how to form your marketing strategy for the modern world, we’ve compiled a series of 2-minute podcasts hosted by Jim Price, Head of Travel for RTB House America. Here’s a sneak peek of the first few.

Have you ever downloaded the data Facebook has on you? Or Google? The sheer breadth of data collection has 86% of consumers worried, and this has led to a number of users leaving data-hungry social media platforms. It has also forced organizations like Google to do some soul-searching and adjust their approach to user data, notably by retiring third-party cookies.

In this media review you can read about the new ways publishers can manage first-party data, the Global Privacy Platform from IAB Tech Lab, the Privacy Sandbox Trials for Android, and more.