Gathering data directly from consumers has become a bigger priority for marketers as they not only comply with stricter privacy laws, but also find ways to harness first-party information. Google’s plan to stop supporting tracking cookies in its popular Chrome browser and Apple’s steps to curb the sharing of device identifiers are pushing marketers to cultivate other data signals from consumers.

“A lot of companies today are advancing that specific capability — trying to understand more about their consumers from the interactions they have with them,” Brad Feinberg, North America vice president of media and consumer engagement at brewing giant Molson Coors, said in this interview with Rob Williams, senior editor for Beet.TV.

“At Molson Coors, I can tell you we have thousands upon thousands of interactions with consumers on a daily basis,” Feinberg said, “We, like lots of other companies are doing, are just trying to find additional avenues and paths in a privacy-compliant way to meet those needs and to be able to accelerate our own first-party data strategy.”

Contextual Strategies

The gradual disappearance of tracking cookies and the development of alternate consumer identifiers come as marketers maintain their longstanding goals of reaching the right audiences with effective advertising. Brands also want their ads to appear alongside engaging content that helps to make viewers more receptive to marketing messages.

“I don’t think there is one particular answer or one particular solution for what I would call ‘signal depression,’” Feinberg said, “but the answer will be to look for ways through contextual marketing, depending on the platform.” Marketers also will look at ways to combine contextual advertising with new audience identifiers and a first-party data strategy, he said.

Optimizing Ad Creative

Brands can buy the best media inventory within premium content to reach target audiences, but they also need the right ad creative to help raise awareness, purchase intent and final sales.

“The real opportunity will be how media teams…advance the data capability, link that to new technologies that allow you to create pretty quickly and efficiently custom creative,” Feinberg said. “Just fixing the media piece of it alone limits the upside and what the technology that is available today.”

You are watching “Gaining Consumer Attention in a Shifting Media Landscape,” a Beet.TV Leadership Series presented by GumGum. To learn more about GumGum and the Mindset Matrix, please visit this page.