This shift has been underway for over a decade. In 2011, Safari and Firefox implemented Do Not Track (DNT) options, followed by Internet Explorer, Opera, and even Google. Today, Safari, Firefox, and Brave block third-party cookies by default. According to GlobalStats statcounter, Safari and Firefox account for 37% of the browser market share in the U.S. Once you factor in privacy features like DNT, nearly 40% of your target audience could be unreachable through traditional third-party data tactics. When Google enhances its own privacy settings in Chrome, this number will likely grow.
Why First-Party Data Matters More Than Ever
With the inevitable decline of third-party cookies, a brand's first-party data has become invaluable. The tools available today to collect, sort, activate, and measure that data are more robust (and complicated) than ever. By implementing a first-party data strategy, brands can demand greater transparency and more accurate, deterministic measurement than was possible with third-party solutions.
At Semcasting, we empower the travel and tourism industry by providing an unparalleled way to identify, understand, and engage potential travelers. By leveraging our AudienceDesigner (ADS) platform and ADX Pixel Tag, we help brands target travelers based on their behavior, travel propensities, and affluence. Not only can we help you identify known visitors to your site, but we also specialize in identifying unknown travelers—those who have visited your travel website but remain anonymous. Our ADX Pixel Tag can turn website visitors into identifiable digital IDs, giving you the ability to follow up with tailored digital ads, email, and even direct mail postcards.
Identify, Engage, and Measure Effectively
With our technology, you can convert anonymous website visitors into actionable first-party data. By capturing and linking a visitor’s mobile device back to their household, we can enhance data points like age, lifestyle, homeownership, and discretionary income. This enables more precise targeting, ensuring you engage those who have both the intent and the means to travel.
For example, we’ve worked with destination marketing organizations (DMOs) to identify and engage potential travelers by analyzing mobile footprints from competitive destinations. Through this data, we help brands not only target new customers but also re-engage those who have previously shown interest. We ensure your message reaches the right audience, whether they’re using desktops, mobile devices, tablets, or even connected TVs.
Reach out to Semcasting today to learn how we can help you identify, engage, and measure your audience more effectively.
