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carsales Match and Adobe: first-party execution in a new digital era
April 4, 2023
“We are extremely proud to announce that carsales is the first Australian-based marketplace to partner and onboard Adobe’s Real-Time Customer Data Platform (RTCDP), to achieve market-leading personalisation for our users and media customers alike,” said Simon Tate, President APAC at Adobe.
The adage about playing the long game can sometimes feel at odds with the pace of change present – and necessary – in the digital marketing space. However, the players who have tackled the game and won will be the ones who will not only still be on the field, but they will be in the best position to provide forward-thinking marketing strategies and solutions as the digital realm shifts gears yet again.
And as the third-party cookie slowly fades into digital oblivion, this history of hands-on first-party interaction – ably supported by a new partnership with digital giant Adobe – underpins carsales Match.
carsales Match
Unveiled at the carsales Open House upfront event, carsalesMatch – part of the wider carsales mediahouse group of media-focused products –is a rich, robust people-based marketing platform that provides meaningful access to the Australian buying public.
The data contained within the carsales Match platform has been rigorously interrogated over the last two years, improving its authenticity.
carsales Match also will give marketers the ability to use rich profiling data from both online and offline sources which can then be used to create look-a-likes of a potential customer.
This, of course, means greater efficiency when it comes to targeting specific audience segments.
The demise of third-party cookies
The ubiquitous reminder that a website ‘uses cookies’ is sofamiliar that we simply move through to our internet destination.
And while the general public might pay little attention to this minor speedbump in the web browsing journey, its impending demise certainly has the attention of marketing professionals everywhere.
The task of reaching a customer in the digital realm changes completely when Google finally turns off third-party cookie functionality.
Without the ability to track a customer’s browsing data via third-party cookies, it will take new, more nuanced and – particularly now in the wake of highly publicised data breaches – secure methods to entice and keep customers.
Put simply, the customer’s bond with a business will likely dictate how much they engage with it.
“Trust is now a buzzword because of changes in the industry, but we’ve been advocating trust for a long time,” says Stephen Kyefulumya, carsales’ GM Media Growth and Innovation.
The nature of a marketplace business has allowed carsales to build strong bonds with its customers over time.
With 25 years of digital marketplace experience, carsales has long demonstrated that it’s worthy of that trust.
Addressing security concerns
As well, carsales Match is designed to enable businesses to stay abreast of privacy legislation concerns.
Three key changes shaping the privacy landscape that businesses must keep pace with are the impending deprecation of third-party cookies, Apple’s Identifier for Advertisers (IDFA) changes, and oncoming changes in privacy legislation.
To address these, carsales Match leverages two technical areas: its customer data platform (CDP) and an ID solution, which enables the organisation to manage and stitch consumer behaviour within its own domains. With the foundational element being all these operate in a first-party context. So appropriate consent can be sorted, given and acted upon. Furthermore, carsales mediahouse can adapt to further changes as they come to fruition.
These components – in addition to a people-based marketing approach that can be conducted at scale without any dependence on third-party cookies – will help carsales Match and its clients stay on top of data privacy concerns and legislation.
The demise of third-party cookies
The ubiquitous reminder that a website ‘uses cookies’ is sofamiliar that we simply move through to our internet destination.
And while the general public might pay little attention to this minor speedbump in the web browsing journey, its impending demise certainly has the attention of marketing professionals everywhere.
The task of reaching a customer in the digital realm changes completely when Google finally turns off third-party cookie functionality.
Without the ability to track a customer’s browsing data via third-party cookies, it will take new, more nuanced and – particularly now in the wake of highly publicised data breaches – secure methods to entice and keep customers.
Put simply, the customer’s bond with a business will likely dictate how much they engage with it.
“Trust is now a buzzword because of changes in the industry, but we’ve been advocating trust for a long time,” says Stephen Kyefulumya, carsales’ GM Media Growth and Innovation.
The nature of a marketplace business has allowed carsales to build strong bonds with its customers over time.
With 25 years of digital marketplace experience, carsales has long demonstrated that it’s worthy of that trust.
Addressing security concerns
As well, carsales Match is designed to enable businesses to stay abreast of privacy legislation concerns.
Three key changes shaping the privacy landscape that businesses must keep pace with are the impending deprecation of third-party cookies, Apple’s Identifier for Advertisers (IDFA) changes, and oncoming changes in privacy legislation.
To address these, carsales Match leverages two technical areas: its customer data platform (CDP) and an ID solution, which enables the organisation to manage and stitch consumer behaviour within its own domains. With the foundational element being all these operate in a first-party context. So appropriate consent can be sorted, given and acted upon. Furthermore, carsales mediahouse can adapt to further changes as they come to fruition.
These components – in addition to a people-based marketing approach that can be conducted at scale without any dependence on third-party cookies – will help carsales Match and its clients stay on top of data privacy concerns and legislation.
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