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url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/ch/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category">Programmatic Display, Video & Everything</span> <span class="arrow">></span> <span class="child">Mögliche Auswirkungen von Consent Änderungen auf programmatische Kampagnen</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-PRO-1024x549.jpg" data-rocket-location-hash="3611608b71d732b1917d9c4c4177cb81" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>Mögliche Auswirkungen von Consent Änderungen auf programmatische Kampagnen</h1><p class="author">von Adrienn Kalayci</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">30. Juni 2022</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 5</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Das Sterben der 3rd Party Cookies, eingeschränktes Tracking, erhöhte Privacy Regelungen usw. - all diese aktuellen Themen haben einen Einfluss auf die Steuerung sowie die Performance unserer Online Kampagnen. Welche Auswirkungen diese Entwicklungen aktuell auf die Programmatic Kampagnen haben können bzw. bereits schon haben, erklären wir in unserem Blogartikel.</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Programmatic Display, Video & Everything</div><p><p>Wir bringen Ihre programmatischen Kampagnen auf das nächste Level. Unsere Consultants unterstützen mit Konzepten, Consulting und auch managed Service. </p> </p><a href="/ch/bessere-kampagnen/#programmatic-display-video-everything" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="251d3b7a4f167c581f4e52cd27eca5cc" data-elementor-type="wp-post" data-elementor-id="40573" class="elementor elementor-40573 elementor-36468" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-1ec2fb98 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="1ec2fb98" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4951a639" data-id="4951a639" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-6b04f776 elementor-widget elementor-widget-text-editor" data-id="6b04f776" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die Privatsphäre im Internet wird immer wichtiger und auch Privatpersonen gehen immer bewusster mit ihren Daten um. Oft stehen sie personalisiertem Marketing skeptisch gegenüber, haben aber gleichzeitig wenig Wissen darüber. Laut Statistiken liegt die Opt-In Rate (die Rate für User, die ihre Zustimmung für Cookies geben) für die meisten Webseiten bei ca. 40-50%. Diese Entwicklung hat deutliche Auswirkungen auf die programmatischen Kampagnen. Doch ist uns das schon bewusst?</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-0f9a1be elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="0f9a1be" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1f944e9" data-id="1f944e9" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-74c99cc elementor-widget elementor-widget-heading" data-id="74c99cc" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Was bedeutet das im Detail?</h2> </div> </div> <div class="elementor-element elementor-element-e8eef30 elementor-widget elementor-widget-text-editor" data-id="e8eef30" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die aktuellen Privacy & Tracking Themen haben einen deutlichen Einfluss auf die programmatischen Kampagnen. Folgende Auswirkungen sind bereits merkbar:</p> </div> </div> <div class="elementor-element elementor-element-115a53c elementor-widget elementor-widget-text-editor" data-id="115a53c" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ul><li>3rd Party Cookie Verlust: In einigen Browsern wie z.B. Safari oder iOS 14 ist 3rd Party Tracking gar nicht mehr möglich, auch Google für Chrome hat die Nutzung ohne 3rd Party Cookies für 2023 angekündigt.</li><li>Abkürzung von Conversion Lookback Window: Die Messung von Conversions wurde teilweise schon durch Abkürzung des Conversion Trackings auf 24 Stunden z.B. in Safari eingegrenzt.</li><li>Eingeschränktes App & Web Tracking: Die Änderungen von Apple haben ebenso auf die Verknüpfung zwischen App- und Web-Tracking bei iOS 14 einen (negativen) Einfluss.</li><li>Verstärkte Privacy Regelungen: Die aktuellen Datenschutzgesetze haben zur Folge, dass Werbetreibende mit kleineren Datenpools arbeiten müssen; z.B. GDPR (General Data Protection Regulation), CPRA (California Privacy Rights Act), and LGPD (Brazil Lei Geral de Proteção de Dados)</li><li>Vermehrte Nutzung von Ad Blockern: Aktuell verwenden ca. 37% der Internetnutzern weltweit Adblocker. Werbeblocker verhindern nicht nur die Schaltung von Anzeigen, sondern können auch das Tracking von Conversions erschweren.</li></ul> </div> </div> <div class="elementor-element elementor-element-c310dc3 elementor-widget elementor-widget-image" data-id="c310dc3" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="800" height="594" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20594'%3E%3C/svg%3E" class="attachment-large size-large wp-image-36485" alt="Nutzer von Adblockern weiltweit bis Dzember 2020" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/06/statistic_id328123_nutzer-von-desktop-adblockern-weltweit-bis-dezember-2020.png 1000w, https://e-dialog.group/wp-content/uploads/2022/06/statistic_id328123_nutzer-von-desktop-adblockern-weltweit-bis-dezember-2020-300x223.png 300w, https://e-dialog.group/wp-content/uploads/2022/06/statistic_id328123_nutzer-von-desktop-adblockern-weltweit-bis-dezember-2020-768x571.png 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/06/statistic_id328123_nutzer-von-desktop-adblockern-weltweit-bis-dezember-2020.png" /><noscript><img fetchpriority="high" decoding="async" width="800" height="594" src="https://e-dialog.group/wp-content/uploads/2022/06/statistic_id328123_nutzer-von-desktop-adblockern-weltweit-bis-dezember-2020.png" class="attachment-large size-large wp-image-36485" alt="Nutzer von Adblockern weiltweit bis Dzember 2020" srcset="https://e-dialog.group/wp-content/uploads/2022/06/statistic_id328123_nutzer-von-desktop-adblockern-weltweit-bis-dezember-2020.png 1000w, https://e-dialog.group/wp-content/uploads/2022/06/statistic_id328123_nutzer-von-desktop-adblockern-weltweit-bis-dezember-2020-300x223.png 300w, https://e-dialog.group/wp-content/uploads/2022/06/statistic_id328123_nutzer-von-desktop-adblockern-weltweit-bis-dezember-2020-768x571.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-1f0c92b3 elementor-widget elementor-widget-text-editor" data-id="1f0c92b3" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Quelle: <a href="https://de.statista.com/statistik/daten/studie/328123/umfrage/zuwachs-an-nutzern-von-adblockern-weltweit/">statista.com</a></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-5554aac elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="5554aac" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a685335" data-id="a685335" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-f644760 elementor-widget elementor-widget-heading" data-id="f644760" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Was haben diese Änderungen bei den Programmatic Kampagnen zur Folge?</h2> </div> </div> <div class="elementor-element elementor-element-3dcaa4d elementor-widget elementor-widget-text-editor" data-id="3dcaa4d" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Diese aktuellen Themen haben Einfluss auf unsere Online Kampagnen. Einige Auswirkungen können wir z.B. im Reporting bereits merken, andere werden erst bei der Analyse der Performance bewusst. Nachfolgend haben wir die wichtigsten Punkte zusammengefasst, die nicht nur das Reporting, sondern auch die Steuerung sowie die Optimierung von programmatischen Kampagnen betreffen.</p> </div> </div> <div class="elementor-element elementor-element-08a3cb2 elementor-widget elementor-widget-heading" data-id="08a3cb2" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Keine 3rd Party Targetings mehr möglich</h3> </div> </div> <div class="elementor-element elementor-element-029cfb8 elementor-widget elementor-widget-text-editor" data-id="029cfb8" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die erste und offensichtliche Auswirkung der oben genannten Punkte ist für die Online Kampagnen die Einschränkung der 3rd Party Daten. Spätestens ab 2023 werden 3rd Party Targetings nicht mehr möglich sein.</p> </div> </div> <div class="elementor-element elementor-element-c97ae90 elementor-widget elementor-widget-heading" data-id="c97ae90" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">1st Party Audience Targeting wird erschwert</h3> </div> </div> <div class="elementor-element elementor-element-eb2aba4 elementor-widget elementor-widget-text-editor" data-id="eb2aba4" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Durch das eingeschränkte Tracking können auch deutlich weniger Informationen bezüglich Userverhalten auf der Webseite für die Online Kampagnen genutzt werden. Wenn wir weniger User tracken können, sammeln wir auch weniger 1st Party Daten, was in Folge zum Schrumpfen der gesammelten Audiences führt. Vor allem im Remarketing kann bereits jetzt ein Einfluss auf die Kampagnen Performance beobachtet werden, da nur mehr weniger User retargetet werden können. Je spitzer die Audiences werden, desto mehr kann auch der Einkaufspreis im Open Inventory steigen. </p> </div> </div> <div class="elementor-element elementor-element-92d2d14 elementor-widget elementor-widget-heading" data-id="92d2d14" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Bilden von Similar Audiences wird beeinträchtigt</h3> </div> </div> <div class="elementor-element elementor-element-beefa9b elementor-widget elementor-widget-text-editor" data-id="beefa9b" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die allmählich zurückgehende Useranzahl in den 1st Party Audience Listen beeinflusst auch das Bilden von Similar Audiences (User mit ähnlichen Interessen zu einer bestimmten 1st Party Audience Liste) für die Online Kampagnen. Wenn durch das Schrumpfen der Audiences ein kleinerer Datenpool für den Algorithmus zur Verfügung steht, können die Similar Audiences nicht mehr so genau gebildet werden.</p> </div> </div> <div class="elementor-element elementor-element-bed63e9 elementor-widget elementor-widget-heading" data-id="bed63e9" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Conversion Reporting wird eingeschränkt</h3> </div> </div> <div class="elementor-element elementor-element-99ea8e0 elementor-widget elementor-widget-text-editor" data-id="99ea8e0" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">So wie die Sammlung von Audience Listen, wird auch die Messung von Webseiten Conversions eingeschränkt. Dadurch stehen uns auch weniger Webseiten Conversions für die Online Kampagnen zur Verfügung. Die generierten Conversions werden gar nicht gemessen oder können der Kampagne nicht zugeordnet werden (zB View-through-Conversions oder Conversions, die länger als 24 Stunden dauern). Im zweiten Fall erscheinen dann ggf. die Conversions unter direktem Traffic </span><span style="font-weight: 400;">(siehe Screenshot) </span><span style="font-weight: 400;">bei Google Analytics und somit kann der Einfluss einer Kampagne auf die Conversion nicht mehr genau analysiert werden.</span></p> </div> </div> <div class="elementor-element elementor-element-eab1927 elementor-widget elementor-widget-image" data-id="eab1927" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="782" height="523" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20782%20523'%3E%3C/svg%3E" class="attachment-large size-large wp-image-36491" alt="Blog Consent Auswirkungen Screenshot GA direct traffic" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/06/Screenshot-blogartikel-direct-traffic.png 782w, https://e-dialog.group/wp-content/uploads/2022/06/Screenshot-blogartikel-direct-traffic-300x201.png 300w, https://e-dialog.group/wp-content/uploads/2022/06/Screenshot-blogartikel-direct-traffic-768x514.png 768w" data-lazy-sizes="(max-width: 782px) 100vw, 782px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/06/Screenshot-blogartikel-direct-traffic.png" /><noscript><img decoding="async" width="782" height="523" src="https://e-dialog.group/wp-content/uploads/2022/06/Screenshot-blogartikel-direct-traffic.png" class="attachment-large size-large wp-image-36491" alt="Blog Consent Auswirkungen Screenshot GA direct traffic" srcset="https://e-dialog.group/wp-content/uploads/2022/06/Screenshot-blogartikel-direct-traffic.png 782w, https://e-dialog.group/wp-content/uploads/2022/06/Screenshot-blogartikel-direct-traffic-300x201.png 300w, https://e-dialog.group/wp-content/uploads/2022/06/Screenshot-blogartikel-direct-traffic-768x514.png 768w" sizes="(max-width: 782px) 100vw, 782px" /></noscript> </div> </div> <div class="elementor-element elementor-element-e3aac3c elementor-widget elementor-widget-text-editor" data-id="e3aac3c" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Quelle: e-dialog</p> </div> </div> <div class="elementor-element elementor-element-7321ddb elementor-widget elementor-widget-heading" data-id="7321ddb" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Conversion Optimierung wird gebremst</h3> </div> </div> <div class="elementor-element elementor-element-28c96e1 elementor-widget elementor-widget-text-editor" data-id="28c96e1" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Durch die eingeschränkte Messung der Conversions können wir nicht nur die Performance einer Kampagne unklar reporten, sondern auch undeutlicher steuern. Optimierungsstrategien, die auf Conversion Generierung bauen, haben durch die kleineren Datenpools weniger Basis und werden unpräzise.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-f3e4b17 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="f3e4b17" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c11617a" data-id="c11617a" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-d0e41bc elementor-widget elementor-widget-heading" data-id="d0e41bc" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Wie gehe ich damit um?</h2> </div> </div> <div class="elementor-element elementor-element-98e9c31 elementor-widget elementor-widget-text-editor" data-id="98e9c31" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Natürlich gibt es auch einige Ansätze, die uns in Zukunft bei der Kampagnensteuerung bzw. -reporting helfen werden.</p> </div> </div> <div class="elementor-element elementor-element-a1f9542 elementor-widget elementor-widget-text-editor" data-id="a1f9542" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Das Reporting wird künftig aufwendiger und voraussichtlich weniger detailliert möglich sein. Aktuell empfehlen wir die Performance aus mehreren Tools zu reporten und dies abzugleichen, um etwaige Lücken auszufüllen. Auch verschiedene Attributionsmodelle wie z.B. ein Datadriven Attribution Modell oder das Marketing Mix Modeling (MMM) kann hier helfen, die Performance einer Kampagne oder eines Kanals neu interpretieren zu können. (→ Lesen Sie unseren <a href="https://e-dialog.group/blog/attribution-mmm/marketing-mix-modeling-vs-attribution-modeling-eine-beziehung-auf-umwegen/">Blogartikel</a> zu diesem Thema) Verstärkt soll auch auf einen Vergleich mit den echten Sales Zahlen zurückgegriffen werden, um die overall Performance der Maßnahmen zu beurteilen.</p> </div> </div> <div class="elementor-element elementor-element-a776086 elementor-widget elementor-widget-text-editor" data-id="a776086" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Von Google gibt es bereits mehrere Lösungsansätze für die Post Cookie Ära. Eine intelligente Lösung für den Rückgang der messbaren Conversions ist das Conversion Modeling. Dies ermöglicht es bereits Werbetreibenden, die entstandenen Lücken mit statistischen Vorhersagen mit Hilfe von Machine Learning wieder zu schließen. (→ Lesen Sie unseren <a href="https://e-dialog.group/blog/programmatic-display-video-everything/fill-the-gaps-modeled-conversions-in-dv360-und-cm/">Blogartikel</a> zu diesem Thema) </p> </div> </div> <div class="elementor-element elementor-element-08fa228 elementor-widget elementor-widget-text-editor" data-id="08fa228" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Auch bei der Privacy Sandbox von Google, die aktuell noch in Entwicklung ist, ist ein geplanter Bestandteil die Attribution Reporting API, die eine datenschutzkonforme Alternative für Conversion Messung und Reporting bieten soll. Mehr Informationen dazu finden Sie <a href="https://developer.chrome.com/docs/privacy-sandbox/attribution-reporting/">hier</a>.</p> </div> </div> <div class="elementor-element elementor-element-9f6dcdb elementor-widget elementor-widget-text-editor" data-id="9f6dcdb" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Für das Targeting ist es aktuell ganz wichtig, 1st Party Daten aufzubauen. So kann dafür gesorgt werden, dass die Bildung von Similar Audiences sowie das Remarketing noch möglichst lange reibungslos funktioniert.</p> </div> </div> <div class="elementor-element elementor-element-8023a12 elementor-widget elementor-widget-text-editor" data-id="8023a12" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Um die Sammlung von 1st Party Daten anzukurbeln, helfen die Anpassungen des Consent Banners enorm. Die Zustimmung der Nutzer kann durch die Gestaltung des Cookie-Banner beeinflusst werden. Alleine durch kleine Anpassungen (z.B. durch Farben, Text usw.) kann die Opt-In Rate gesteigert werden. (Die rechtlichen Vorgaben sind dabei natürlich einzuhalten.) Wir empfehlen daher A/B Tests durchzuführen, um die optimalen Cookie-Banner bestimmen zu können. (→ Lesen Sie unseren <a href="https://e-dialog.group/blog/consent-management/consent-optimization-optin-optimierung-damit-schmecken-die-cookies-auch-meiner-zielgruppe/">Blogartikel</a> zum Thema Consent Optimization)</p> </div> </div> <div class="elementor-element elementor-element-0a37346 elementor-widget elementor-widget-text-editor" data-id="0a37346" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Ergänzend ist Customer Match eine gute Alternative, 1st Party Daten für die Kampagnen zur Verfügung zu stellen. Mit Customer Match, auch Kundenabgleich genannt, kann das Targeting mit Kundendaten wie z.B. Name, Email-Adresse, Device ID, etc. erweitert werden. Dabei müssen die datenschutzrechtliche Voraussetzungen natürlich berücksichtigt werden. </p> </div> </div> <div class="elementor-element elementor-element-b0e05c2 elementor-widget elementor-widget-image" data-id="b0e05c2" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="800" height="450" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20450'%3E%3C/svg%3E" class="attachment-large size-large wp-image-36479" alt="Blog Consent Auswirkungen Potentiale Customer Match" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Potentiale-Customer-Match.jpg 960w, https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Potentiale-Customer-Match-300x169.jpg 300w, https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Potentiale-Customer-Match-768x432.jpg 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Potentiale-Customer-Match.jpg" /><noscript><img loading="lazy" decoding="async" width="800" height="450" src="https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Potentiale-Customer-Match.jpg" class="attachment-large size-large wp-image-36479" alt="Blog Consent Auswirkungen Potentiale Customer Match" srcset="https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Potentiale-Customer-Match.jpg 960w, https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Potentiale-Customer-Match-300x169.jpg 300w, https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Potentiale-Customer-Match-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-28750f4 elementor-widget elementor-widget-text-editor" data-id="28750f4" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Quelle: e-dialog</p> </div> </div> <div class="elementor-element elementor-element-8616836 elementor-widget elementor-widget-text-editor" data-id="8616836" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Bei der Kampagnensteuerung gilt es aktuell offen für neue Möglichkeiten zu sein und testen, testen, testen. Neben Conversion Modelling können wir auch auf Custom Bidding zurückgreifen, um dem Algorithmus mehr Signale für die Optimierung zu geben. Mit dem Goal Builder in DV360 können bereits einfache Custom Bidding Szenarien wie z.B. Conversion Gewichtung rasch abgebildet werden. (→ Lesen Sie unseren <a href="https://e-dialog.group/at/blog/programmatic-display-video-everything/custom-bidding-leichtgemacht-der-goal-builder-in-dv360/">Blogartikel</a> zum Thema “Custom Bidding leichtgemacht”)</p> </div> </div> <div class="elementor-element elementor-element-3ac72d2 elementor-widget elementor-widget-text-editor" data-id="3ac72d2" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Dies könnte ein essentieller Hebel in der Optimierung werden.</p> </div> </div> <div class="elementor-element elementor-element-e6e4856 elementor-widget elementor-widget-image" data-id="e6e4856" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="800" height="450" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20450'%3E%3C/svg%3E" class="attachment-large size-large wp-image-36476" alt="Blog Consent Auswirkungen Custom Bidding" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Custom-Bidding.jpg 960w, https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Custom-Bidding-300x169.jpg 300w, https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Custom-Bidding-768x432.jpg 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Custom-Bidding.jpg" /><noscript><img loading="lazy" decoding="async" width="800" height="450" src="https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Custom-Bidding.jpg" class="attachment-large size-large wp-image-36476" alt="Blog Consent Auswirkungen Custom Bidding" srcset="https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Custom-Bidding.jpg 960w, https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Custom-Bidding-300x169.jpg 300w, https://e-dialog.group/wp-content/uploads/2022/06/Blog-Consent-Auswirkungen-Custom-Bidding-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-39a03fc elementor-widget elementor-widget-text-editor" data-id="39a03fc" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Quelle: e-dialog</p> </div> </div> <div class="elementor-element elementor-element-32bd2dd elementor-widget elementor-widget-text-editor" data-id="32bd2dd" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Alleine durch diese paar Punkte ist es ersichtlich, wie komplex das Thema und umfangreich die Auswirkungen von Consent Änderungen sind. Daher ist es wesentlich, nicht nur hinsichtlich der Dateninterpretation seine Denkweise zu ändern, sondern auch in Setup und Steuerung der Kampagnen bestehende Ansätze zu erweitern sowie neue Methoden zu testen. </p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-1cf98d5 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="1cf98d5" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9e90998" data-id="9e90998" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-68c6cdd elementor-widget elementor-widget-heading" data-id="68c6cdd" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Fazit</h2> </div> </div> <div class="elementor-element elementor-element-526c614 elementor-widget elementor-widget-text-editor" data-id="526c614" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Viele Änderungen im Umfeld Datenschutz und Consent Management haben bereits eine enorme Auswirkung auf unsere programmatischen Kampagnen. Nicht nur im Bereich Reporting, sondern auch hinsichtlich Kampagnensteuerung wird sich noch einiges ändern. Wichtig dabei ist, uns möglichst vorab zu informieren und über die Einflussfaktoren sowie ihre möglichen Auswirkungen zu recherchieren. Wenn wir gegenüber neuen Ansichtsweisen und Methoden offen bleiben, dann können wir nicht nur die Privatsphäre der Nutzer schützen, sondern auch den Erfolg unserer eigenen Kampagnen gewährleisten. </p> </div> </div> <div class="elementor-element elementor-element-ea4b19c elementor-widget elementor-widget-heading" data-id="ea4b19c" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Haben Sie noch Fragen zur Kampagnensteuerung oder Programmatic Advertising? Wir helfen Ihnen gerne! Kontaktieren Sie uns via <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a></h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div data-rocket-location-hash="ddfa30e7b85577acd84410f15654357f" class="mwd-blogPost flex call-to-action space-top space-bottom"><div data-rocket-location-hash="f9357140ee36883ea6064de5d7279a99" class="container"><div data-rocket-location-hash="b0ba8a09814c8228efb38942e632ca71" class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! Füllen Sie dazu einfach das Kontaktformular aus oder rufen uns direkt an.</p><a href="https://e-dialog.group/ch/kontaktformular/" class="btn" title="Jetzt kontaktieren">Jetzt kontaktieren</a></div></div><div data-rocket-location-hash="03910ff8661ec99940484bdcacc47ffb" id="wobbleCTA"></div></div> <div data-rocket-location-hash="432af2bac3067702fc14620b17bfd000" class="mwd-blogPost flex more-topics space-top space-bottom"> <div data-rocket-location-hash="e02d4abb341ba01ddcf628736c86d19a" class="container"> <h3 class="more-topics-headline">Weitere Themen</h3> <div data-rocket-location-hash="42cd2c730aabf27b255fca5895c1d6b0" class="c-post-types c-post-types--slider"> <div class="c-post-types__container swiper-container" data-interval="0"> <div class="swiper-wrapper"> <article class="c-post-types__entry post-61662 post type-post swiper-slide"> <div class="c-post-types__entry-card"> <a class="c-post-types__entry-thumbnail-link" 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