Retail Industry

The retail industry has gone through and continually going through massive transformation. From digital to omni-channel to retail media – it is a rapidly moving space. Retailers in particular, have a high level of people that remain anonymous as they browse their digital shopfronts. With the removal of third-party cookies, they have lost visibility on these anonymous users.  

This has resulted in an increase focus on first-party data collection and using this to power personalisation initiatives.  Most businesses have focused on the need for a Customer Data Platform (CDP) but these do not focus on the unknown. Especially where a retail enterprise has multiple domains in their portfolio, they cannot understand the behavior of the users until (if ever) they authenticate  

We have also seen numerous brands building out a multi-prong and multi-brand approach to capture audience share and hold brand value.  

How AdFixus Benefits the Retail Industry 

AdFixus Identity is the backbone of your identity spine. Our durable first-party ID is owned by your business and will enable you to make your audiences addressable – fuelling your first-party data initiatives that drive your personalisation, customer journey and media optimisation programmes.    

Cross-domain attribution

• Understand your users end to end even across domains. Many retail enterprises will be made up of multiple businesses and each having their own domain (acme-shoes.com) and then also have a second domain (acme-shirts.com) - currently your analytics team cannot track your anonymous customers as they move across these different areas of your same company.

Personalisation across the customer life cycle 

• Extend cookie windows for longer purchase decisions, optimizing personalization throughout the entire customer life cycle, including purchase funnels. 
• Personalize experiences across the entire enterprise, ensuring a tailored approach to engage customers. 

New vs Returning users

• We constantly see partners having incorrect data because of browsers re-seeding cookies every 7 days. Read our post on our findings and its implications – New vs Returning users
   

AdFixus Match: Targeting Without PII Risks 

AdFixus empowers advertisers to retarget specific audiences without relying on personally identifiable information (PII) data. Whether re-targeting visitors to your website or adjusting targeting preferences, AdFixus Match eliminates the risks associated with exposing personal information to third parties. 

Future-Proofing Against Industry Changes 

• Navigate Google's ongoing deprecation of Third-Party Cookies, with full implementation expected in the second half of 2024. AdFixus remains ahead of the curve, mitigating the impact on publishers and advertisers. 
• Overcome challenges posed by Safari's Third-Party Cookies blocking and Apple's Intelligent Tracking Prevention (ITP), ensuring continued identification capabilities. 
• Stay compliant with evolving global Privacy Legislation, addressing restrictions on data, consent, storage, and sharing. 
   

Mitigating Data Breach Risks 

In an era of heightened data breach risks, AdFixus provides a secure advertising environment, reducing the likelihood of PII data breaches and associated fines. 
 

Maximise media optimisation with AdFixus: 

• Leverage audience retargeting capabilities, connecting directly with publishers to target desired segments, audiences, and individuals. 
• Target both known and unknown users without browser or PII restrictions, utilizing the largest pool of users on your sites. 
• Reduce wastage by enabling real-time suppression of customers who have completed desired outcomes, optimizing campaign efficiency. 
• Achieve a 100% match rate through patented double encryption and matching functionality, surpassing industry norms. 
• Real-time match functionality enables advertisers and publishers to optimize campaigns by qualifying individuals in and out of segments in real time. 

In the ever-evolving retail landscape, AdFixus stands as a reliable partner, offering innovative solutions to meet the unique challenges and opportunities in the industry. 

Learn more about the AdFixus Platform

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