Question: You're working with a customer who wants to invest in a durable first-party data strategy. What should you tell them to do?
- Increase investments in third-party data offerings to complement their current first-party datasets.
- Start capturing device IDs to mitigate any signal loss from third-party cookies.
- Change landing page strategy and move email sharing forward to get a higher percentage of emails.
- Offer high discounts in exchange for consumers' emails to build up a first-party database.
or
- Increase investments in third-party data offerings to complement their current first-party datasets.
- Change landing page strategy and move email sharing forwards to get a higher percentage of emails.
- Start capturing device IDs to mitigate any signal loss from third-party cookies.
- Offer high discounts in exchange for consumers' emails to build up a first-party database.
Explanation
A durable first-party data strategy depends on collecting consented information directly from customer interactions. Placing the email request earlier can increase the volume of authenticated, permissioned signals available for activation and measurement. Customer Match can use online and offline first-party data to reach and re-engage valuable customers. Enhanced conversions can improve measurement by using hashed first-party customer data from conversion activity.
Why the other options are incorrect
Device IDs is incorrect because durable privacy-safe strategies should not rely on device-level identifiers as a replacement for third-party cookies.
High discounts is incorrect because value exchange should be meaningful and consent-based, not dependent on excessive incentives.
Third-party data offerings is incorrect because the durable strategy should strengthen direct customer relationships through first-party data.
Source for verification
https://support.google.com/google-ads/answer/10010286
https://support.google.com/google-ads/answer/9888656
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Privacy for Agencies and Partners Certification" page.