Turning To Trusted First-Party Data
To act consistently with the privacy-oriented Zeitgeist is what LinkedIn (800 million members across 200 countries) now does by leaving third-party data dependency in favour of its own enormous base of trusted first-party data. Group Identity for B2B creates audiences based on i.e. industry and seniority while LinkedIn emphasizes that it will not use data on what its users do outside the platform. As a privacy-first data provider, we welcome the follow-through on advertising as a respectful way for brands to build relationships with consumers, members and users - without creepy snooping/collecting private data or browser history.
Building Brand Trust With Targeting
Senior Director of Product at LinkedIn, Abhishek Shrivastava, writes in the blog post that the LinkedIn road to trust-building is also based on the limited use of third-party data in advertising on the professional network channel:
“Our members trust how we use their information to help you more accurately reach your intended audiences and measure their engagement with the advertising campaigns you create with us. We have always worked hard to earn this trust, especially by limiting our reliance on and use of third-party data for advertising—never profiling members on the basis of what they do off of LinkedIn."
Ethical sourcing of data shows itself to be as valuable as expected. This is not to say that the business roadmap to brand trust-building is short or easy. It is worthwhile though to start by choosing data providers who guarantee privacy-first data models to enrich CRM/first-party data into a uniquely relevant audience to you/your client.
The IDFree targeting tool, idfree.com, is purposely built by GDR to not rely on any ID-based personally identifiable information. In fact, we do not allow cookie-based third-party data to enter our cluster algorithm since individual data is not our key unit, neighbourhoods are.
We collaborate with industry leaders like Kantar/Kantar TGI to offer both predefined and custom-built audiences to advertisers and agencies who thus build trust with consumers by not collecting or storing their private data or browser history.
Could you benefit from a demo of and/or a talk about idfree.com as the research & activation tool in your/your clients' privacy-safe targeting process?
IDFree audiences are currently available in Austria, Australia, Belgium, Canada, Switzerland, Germany, Spain, France, Italy, Japan, the Netherlands, Poland, Portugal, the United Kingdom and
the United States for digital campaign activation on display and outdoor, mobile, video and social channels including Facebook, Instagram, Twitter, Pinterest and Snapchat.