Third-party cookies are fading. GDPR isn’t. And for B2B marketers, the old playbook—pixel drops, cross-site tags, retarget everything—just got retired.
But performance marketing isn’t dead. It’s just shifting from surveillance to consent.
Here’s how to build a retargeting strategy that works without crossing compliance lines:
1. Prioritise first-party data. This isn’t optional anymore. Every touchpoint—newsletter signups, gated content, product trials—should collect consented, contextual data. You own it. You can use it. And it’s 10x more valuable than sketchy third-party tags ever were.
2. Use server-side tracking with consent controls. Platforms like Meta and Google now support server-to-server event tracking. It’s less intrusive and easier to regulate. But you still need a clear opt-in layer. No silent collection.
3. Shift retargeting to email, not ads. Ads got clunky. Email still converts—if you earn the right to send it. Use behavioural triggers from your CRM: “Visited pricing page twice but didn’t convert? Send a value explainer, not a discount ad.”
4. Segment based on intent, not identity. You don’t need to stalk users across the web. Build audiences around what they did with you. Viewed X page. Started Y workflow. That’s retargeting with purpose, not paranoia.
5. Bake privacy into your UX. Make consent banners clear. Give real choices. Let users opt out easily. It builds trust. And honestly, it filters out the noise. You want engaged prospects, not inflated impressions.
6. Sync with legal before the campaign launches. Not after. Get DPIA (data protection impact assessment) signoff if needed. Document your logic. Retargeting is now a compliance-aware motion.
Retargeting isn’t dead. But lazy retargeting is. The new strategy isn’t just privacy-compliant—it’s cleaner, more respectful, and often, more effective.
The old stack was creepy. The new one earns attention. And trust converts better than cookies ever did.
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