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Four new marketing strategies for 2023 that should be in every marketer’s toolbox

Published: July 27, 2023 by Hayley Schneider, Content Marketing Manager

Four must-have marketing tools to unlock success in 2023

As a marketer, you know that the digital landscape is always changing. That’s why it’s important to make sure you’re equipped with the right tools every step of the way – no matter how rapidly things change. You want to ensure your strategies and tactics stay ahead of any changes in technology or consumer behavior, so what new marketing strategies should be in your toolbox in 2023?

Discover what industry leaders from Experian, Adweek, FreeWheel, Tubi, and Instacart had to say about what should be in every marketer’s toolbox in 2023 at Cannes.

Watch the recording of our Cannes panel: Stacking the marketer's toolbox for success

Keep reading to learn the top four new marketing strategies you need in your marketing toolbox for 2023 and beyond.

1. A plan for signal loss

The first item you should have in your marketing toolbox is a plan for signal loss.

The phasing out of third-party cookies presents both a challenge and an opportunity. This shift not only poses challenges but also opens up opportunities for alternative strategies.

On the one hand, it makes it more difficult to track users across channels and measure the effectiveness of marketing campaigns. On the other hand, it forces marketers to focus on building relationships with their customers and collecting first-party data.

Consumer behavior is changing

When we consider signal loss in a traditional sense, we think of the implementation of iOS 14, where we couldn’t track click-based data from campaigns. It’s important to reflect on the fact that the paid media ecosystem needed to adapt to new consumer realities.

Younger demographics are less likely to click on ads and instead engage in video environments. They discover brands through platforms like TikTok or Instagram. It’s crucial to understand how people behave, where they discover products, and where influence takes place. This understanding becomes even more vital when targeting a young audience demographic.

Four things to consider when planning for signal loss

There are four things you should consider when building out a plan to address signal loss and fragmentation.

Channel diversification

You need to reach your customers on the channels where they are already spending time, such as social media, email, and your own website. You should work with platforms that have first-party data to understand how your customers interact with your brand.

Data privacy

You need to be transparent about how you are collecting and using customer data. You should also anonymize data whenever possible.

First-party data

First-party data is now more crucial than ever, awakening its importance in shaping our actions. The combination of channel diversification and first-party data will be essential in the years to come. By focusing on these two areas, you can build stronger customer relationships and create more effective marketing campaigns.

Contextual targeting

Contextual targeting is emerging as a viable method to deliver more relevant content to your intended audience.

By embracing signal loss, the alternative new marketing strategies that are emerging as a result, and adopting a privacy-centric mindset, you can navigate cookie deprecation.

2. Collaboration

The second item you should have in your marketing toolbox is collaboration within the AdTech ecosystem.

To address signal loss and changes in privacy, moving toward a more collaborative, holistic marketing ecosystem is key.

Two ways we can achieve better collaboration

Here are two ways we can create better collaboration in the AdTech ecosystem.

Enable interoperability

We should aim to create an ecosystem that fosters collaboration between marketers, publishers, advertisers, ad tech companies, and more. When we enable seamless interoperability, everyone can use the best data available.

Use clean rooms

We are witnessing a growing trend of collaboration between parties, where buyers and sellers share data in these secure environments. Clean rooms can help us develop data strategies in a controlled manner.

3. Generative artificial intelligence (AI)

The third tool you should have in your marketing toolbox is generative AI.

Benefits of implementing AI

There are three main benefits to implementing AI within your marketing strategy.

Enables creativity

Although AI and machine learning have long been part of our toolbox, this moment marks an extraordinary acceleration that expands our capabilities. Copywriters can now create visuals, and art directors can write compelling copy. It’s an extension of what we’re capable of, potentially alleviating the burden of repetitive tasks and enabling more time for collaboration, creativity, and strategic thinking.

By embracing generative AI, we can preserve valuable talent, prevent burnout, and invigorate the advertising industry.

Enables more personalization

The rise of personalization with AI has significantly increased the demand for tailored experiences. People now willingly allow AI agents to read their emails, hoping for quicker and easier responses. This shift signifies a change in the previous emphasis on privacy and consumer preferences. Consumers now see the value in exchanging personal information for more targeted services.

E-commerce has already witnessed this transformation with customized ads based on individual preferences and behaviors. For instance, if a CPG brand notices you’re not purchasing meat, they won’t serve you ads for meat products.

However, it’s crucial to strike the right balance between being useful and intrusive. Users want relevant information that aligns with their needs without feeling intruded upon.

As we navigate this path, we must ensure that personalization remains beneficial and respectful of user preferences.

Helps drive impactful results and customer satisfaction

The tool is a perfect analogy for improving your job performance and business operations. Having the right data input to feed the machine is crucial, just like using the right ingredients to cook a perfect meal. Keeping the consumer in mind throughout the process is key. You can ensure customer satisfaction by putting the right ingredients in and allowing the machine to work its magic. Scaling up, repeating, and refining the process will drive impactful results.

4. First-party data

The fourth item you should have in your marketing toolbox is first-party data.

Benefits of implementing a first-party data strategy

Moving from a third-party cookie world to a first-party cookie world brings about significant transformation. Here are two benefits of implementing a first-party data strategy.

Greater accuracy

The shift to first-party cookies ensures greater accuracy, enabling us to establish critical mass through secure partnerships. This empowers us to strengthen and refine our personalization capabilities, much like Amazon’s ability to anticipate customer needs before they arise. When you can predict and understand customer behaviors with remarkable precision, you can reach your customers with tailored and creative ads.

“Building a robust first-party data strategy should be a central discussion for marketers, involving key stakeholders such as CEOs and CMOs. Quality and precise data are paramount, and while first-party relationships with consumers form the foundation, even established brands benefit from strategic partnerships. Together, we can unlock the potential of accurate and meaningful data-driven marketing.”

jeremy hlavacek, cco, experian

Identify high-growth audiences

First-party data can help you identify audiences with the greatest growth potential, ultimately optimizing marketing dollars for greater efficiency.

Watch our Cannes panel for more new marketing strategies for 2023

Cannes Lions 2023 panelists: Stacking the marketer's toolbox for success

We hosted a panel with Adweek in Cannes that covered what should be in every marketer’s toolbox this year. Check out the full recording below to hear from leaders at Tubi, Freewheel, Instacart, Adweek, and Experian.

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We support this obligation with dedicated leadership that helps our partners navigate evolving global regulations, including critical areas like child-directed content under new laws from Australia to Maryland.  Thanks for the interview. Any recommendations for our readers if they want to learn more? To learn more about our solutions and partnership opportunities, visit the OpenX website or contact your Experian account representative to schedule your free match test.  Contact us About our expert Brian Chisholm, Senior Vice President of Strategic Partnerships, OpenX  Brian Chisholm is the Senior Vice President of Strategic Partnerships at OpenX, where he spearheads the curation, data, and identity efforts. He and his team have been instrumental in building out OpenX’s industry-leading curation platform and partnerships.   With more than two decades of experience in digital media, Brian has developed partnerships that leverage and expand OpenX’s core technology assets and deliver material value for the company’s buyer, publisher, and platform partners. Before joining OpenX, Brian held senior roles at innovative startups and digital stalwarts, including Overture/Yahoo, SpotRunner, and Apptera.  Latest posts

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How the sell-side is tackling identity challenges

Media is changing and the sell-side is stepping boldly into the identity jungle—a dense and complex environment where privacy regulations, evolving signals, and advertiser expectations make every step an adventure. It’s not about survival; it’s about navigation. Experian’s identity solutions offer sell-side players like connected TV (CTV) publishers, supply-side platforms (SSPs), and open web publishers a roadmap to deliver rich consumer insights and build addressable audiences. Here’s how different stakeholders are navigating the landscape—and why having the right sherpa makes all the difference. CTV publishers: Turning anonymous viewers into addressable audiences The surge in CTV viewing, fueled by the shift from linear TV to digital streaming, has made it a critical channel for marketers—but navigating the identity jungle isn’t the same for every platform. For major players like Netflix, Hulu, and Max, where users log in to access content, the challenge isn’t identifying viewers but enriching their profiles. By layering behavioral and purchase data onto these profiles, platforms can go far beyond insights on media habits to create highly attractive audience segments for marketers to target. For free ad-supported streaming TV (FAST) platforms like Tubi, where logins aren’t required to watch content, the jungle is denser. These platforms have unknown viewers they can’t identify, which limits their ability to know who the customer is and reach them with relevant ads. By utilizing identity solutions, FAST platforms can turn unknown users into addressable audiences, resolving viewership at the household or individual level. This transformation allows for personalized, relevant ads that increase engagement, boost inventory value, and unlock new revenue opportunities. How Experian can help Imagine a CTV platform struggling with anonymous viewers on its FAST channels, where users tune in without logging in. Using Experian’s household-level data, the platform can convert these anonymous sessions into known, addressable audiences. This allows for personalized, precisely targeted ads that boost viewer engagement and significantly increase ad inventory value. For platforms with logged-in users, Experian takes it further by enriching profiles with behavioral and purchase data. This deeper understanding enables even more precise ad targeting, stronger advertiser demand, driving higher CPMs, and ultimately greater revenue growth. With Experian, CTV publishers turn anonymity into opportunity and build meaningful connections across their audience. SSPs: Delivering premium audiences across channels SSPs are under pressure to differentiate themselves in a competitive marketplace. The days of simply aggregating inventory are gone; today, SSPs must prove their worth by delivering premium value to advertisers and publishers. Addressability is a cornerstone of this strategy. By combining demographic and behavioral data with offline and digital identifiers, SSPs can build and deliver high-quality audiences across various channels. At the same time, supply path optimization (SPO) is taking center stage. SPO acts as a machete in the underbrush, clearing out unnecessary intermediaries and reducing costs while creating direct, transparent pathways to premium, brand-safe inventory. When paired with identity data, SSPs can offer buyers precisely targeted audiences, more premium inventory and a streamlined supply path. How Experian can help Imagine an SSP striving to stand out in a crowded market by delivering premium value to advertisers and publishers. Experian’s Digital Graph and Marketing Attributes empowers SSPs to enhance addressability and audience insights by combining digital identifiers with demographic and behavioral data. This enriched understanding of an audience leads to greater reach for the buy side and higher revenue for publishers. Additionally, these capabilities enable SSPs to form exclusive inventory partnerships, positioning them as go-to sources for high-value audiences. With Experian’s solutions, SSPs can differentiate themselves by delivering superior targeting, deeper audience understanding, and streamlined supply paths that drive measurable results for advertisers and publishers alike. Open web publishers: Promoting addressability and audience understanding For open web publishers, programmatic advertising has created opportunities—and challenges. Inventory commoditization makes it difficult to stand out and often leads to suppressed CPMs. To compete, publishers need data and identity solutions that enable them to differentiate their inventory and reveal the true value of their audience. Similar to FAST publishers, the jungle for open web publishers often starts with anonymous visitors. Recognizing and identifying all their users allows publishers to present advertisers with rich audience insights that lead to more efficiently targeted ads. Publishers are now equipped to fight commoditization and maximize revenue potential. How Experian can help Imagine an open web publisher striving to deliver more value to advertisers in a crowded programmatic landscape. Experian’s identity solutions help publishers turn anonymous traffic into addressable audiences, enabling them to understand their visitors and provide richer audience insights. This allows advertisers to target ads more effectively, increasing engagement and driving higher ad revenue. With the ability to recognize their visitors and offer actionable data, publishers can break free from commoditization. Experian empowers publishers to maximize their inventory’s value and help marketers drive results. Turning identity challenges into a strategic advantage The identity jungle can feel daunting, but for those willing to explore its opportunities, the rewards are immense. Sell-side players—CTV publishers, SSPs, and open web publishers—have the tools to not just navigate but thrive in this dense and dynamic ecosystem. By embracing data-driven strategies and identity solutions, they can uncover new paths to audience engagement, inventory value, and revenue growth. Get started today Read our companion article to learn how the buy-side is approaching data and identity challenges. Read now Latest posts

Mar 20,2025 by Colleen Dawe, VP, Sales, Advertisers

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