Digital marketing emerged as an effective channel for brands to reach out to prospective customers in the 21st Century. Cookies helped understand user behavior on a much deeper level and helped marketers tailor their campaigns.
SDKs of Google and Facebook have been part of millions of websites and apps worldwide. The sheer amount of user data collected in this process has helped them emerge as platforms with a massive audience for marketers to target. Marketers rely on advertisement pixels (tags) for executing and managing marketing campaigns.
What exactly are advertisement pixels?
Pixels are essentially tiny snippets of code embedded in the HTML of the site. They are executed or fired when you are browsing the said site. Pixels help track user events such as views, clicks, installs, scroll depth, add to cart, purchases, etc. These events help marketers better understand the user journey, personalization, campaign performance optimization, retargeting, and attribution.
The downside of using third-party tags?
Despite the ease of implementation and benefits, these are still third-party pixels (or tags). The data captured by Facebook and Google are used to build a comprehensive user profile for their advertising platforms. Some third-party trackers act as data brokers and share it with other parties as part of their revenue generation goals. Websites do not have any control over how and with whom such data gets distributed. Data flowing to these systems is a one-way street. The massive user profiles created by these walled gardens are available for the marketers to target with ads.
With increasing browser restrictions on third-party trackers and the need for compliance with data privacy laws, companies now have to rethink their audience-building strategy. Browsers like Safari, Firefox, and Brave have already implemented Tracking Prevention capabilities to disallow cross-site tracking between websites.
Google has also announced that it will be pulling out support for third-party cookies in 2023. These restrictions and challenges have made marketers look for solutions that can help transition from the current free-for-all data capture to a structured data collection with greater visibility over data (flow, processing, custody, encryption, protection) and control.
First-party data strategy has emerged as a future-proof solution helping address the challenges with privacy compliance, and security while ensuring data quality.
How to initiate first-party data collection?
First-party data, and its use by marketers for strategy, campaigns, attribution, and more importantly the audience building has been covered extensively by us. Among the various tools at disposal to achieve first-party data strategy, server-side tag management plays a key role for marketer’s while generic data collection tools have different roles to play.
How does MagicPixel help you?
Through MagicPixel’s server-side tag management solution, your first-party data strategy can be achieved in a consent-driven privacy-preserving manner. With never-before-available real-time insights on all pixels fired on web/app, validation failures anomaly alerts, accurate data for attribution, all through an easy-to-use dashboard. You no longer have to depend on IT teams for implementing pixels and reports.
What can MagicPixel do:
- Unleash the power of first-party data and build 1P audience using our LinkedID service.
- Protect PII of users
- Get better insights on customer behavior with data for multi-touch attribution.