The digital advertising landscape is always evolving. As we transition into a world without third-party cookies, how we view the customer journey from awareness through conversion, is changing.
NB: This is an article from Amadeus
Advertisers (like hotels or Destination Marketing Organizations (DMOs) will need new ways to navigate browser privacy settings in order to understand a consumer’s purchasing path and observe whether a booking has taken place.
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In order to accurately attribute and assess the effectiveness of marketing campaigns amidst changing privacy regulations, Google has introduced conversion modeling. It estimates the number of conversions by using a predictive algorithm after looking at historical campaign data that is part of its media platform. This modeling approach, which combines AI and observed aggregated data, focuses on understanding patterns and behaviors (like conversion rates) across different browser types. These patterns are later analyzed and applied to unobserved data. In this way, Google can predict the likelihood of conversions from ad interactions on the browsers where the customer journey is not tracked.
Conversion modeling is already live in Safari and Firefox since both browsers have already phased out third-party cookies.
What does it mean for your media campaigns?
We are continually monitoring changing market trends and industry developments. We recognized the challenge of these changes and have been working with Google and Facebook to update our best practices so we can continue to deliver high-performance media campaigns for our customers.
We are using the latest tracking methodologies across digital media campaigns. Even if websites are unable to track individual actions made online, our tracking enables advertising platforms to use conversion modeling to show campaign effectiveness and help measure the total influence on a customer’s journey.
Consent Mode modeling
We are currently testing Google Consent Mode modeling. This beta feature helps advertisers take a privacy-first approach to digital marketing. When a user doesn’t consent to advertising cookies or analytics cookies, Consent Mode automatically adjusts the relevant Google tags’ behavior to not read or write cookies for advertising or analytics purposes. This enables advertisers to respect the user’s choice while still helping to capture aggregated campaign insights including total conversions and total campaign performance using predictive algorithms.
Adopting a holistic media strategy
It’s crucial that any travel and tourism advertiser understands these changes in conversion measurement and starts developing more holistic media strategies. Campaign success cannot depend on lower funnel tactics alone. Adding awareness campaigns to your marketing plan will not only help build a large pool of prospects but provide data insights that can later benefit the conversion modeling algorithm.
