Apple, Google and Facebook continue to take steps to end third-party tracking via cookies, device IDs and other means, which means fewer third-party audiences will be available for advertisers.
Public affairs media buyers who used interest-based targeting to reach policymakers or other key audiences now face limited options.
What You Should Do
It’s time to switch to Atlas for your campaigns on Facebook and other platforms. Atlas uses first-party targeting, and has not seen lower reach after recent iOS updates.
Atlas is completely based on the identity of the decision makers who matter, as well as their personal, political, and professional connections — identified by who they are, not what they do online.
Atlas has always been the most precise way to reach the people who matter most. With the decline of third-party targeting, Atlas is an even more essential tool for your public affairs campaigns. GET ATLAS
Third-Party vs. First-Party Targeting
Third-party tracking, including cookies and device IDs, monitor a user’s online activity and help advertisers tailor ads specifically for that user. This means that advertisers could offer targeting such as:
- People who are interested in buying a car (because they have recently viewed dealership and car manufacturer websites)
- People who work in health care (because they read industry trade publications and visit websites for specific services)
- People who are interested in California state policy (because they are avid consumers of specific news websites)
Note that these audiences are based on interest and behavior, but not identity. It doesn’t matter to most advertisers who these people are, as long as they meet the criteria for the targeting.
First-party data, on the other hand, is tied to a user’s specific identity. This targeting uses names, addresses, emails, and other data to reach specific individuals, regardless of their online activity. For example:
- People who previously purchased a car (based on names provided at purchase)
- People who work in health care (based on email addresses of employees at specific companies)
- People who influence California state policy (based on such factors as their name, identity or public social media activity)
Level up your digital public affairs campaign with Atlas.