Terragon to host webinar with Facebook on cookie-free online advertising solution – Nairametrics


Terragon, Africa’s leading data and analytics company and Facebook Conversions API partner, is set to host a webinar to highlight the colossal impact of the death of third-party cookies on the digital advertising ecosystem, especially with regards to brands and digital advertising agencies in Africa. Together with industry experts from PwC and Facebook, they will come up with effective solutions to help brands thrive despite this impending event.

The webinar entitled: Online advertising in a post-cooking world: broadcast personalized advertising with the Terragon CDP and the Facebook conversions API ”, is open to brands (advertisers) in various verticals including e-commerce, finance, consumer goods, etc. in Africa.

By the end of 2021, third-party cookies would be completely deleted; and with advertisers relying heavily on these third-party cookies to successfully deliver, track and attribute personalized ads, this looming reality poses a significant threat to effective digital advertising.

It was on the basis of this reality along with the growing call for better data privacy by consumers that Facebook introduced the Conversions API, a solution to help brands deliver personalized ads in a compliant manner. data confidentiality. By registering Terragon as a partner of this solution in Africa, brands and agencies in Africa can now take advantage of it as an additional activation channel to deliver Facebook ads via the Terragon Customer Data Platform (CDP), which already offers SMS , USSD, email, in-app, programmatic and web activation channels.

According to Osarugue Awani, vice president of marketing and strategy at Terragon, the webinar will highlight the solutions that brands need to start testing, refining and adopting for effective customer engagement, better campaign performance and RoAS, despite the ‘absence of third-party cookies.

As the only CDP partner founded in Africa for the Conversions API, it is important for us to strive to innovate and always be at the forefront of industry trends to help brands and ad agencies, in Africa, to take a head start in terms of customers. commitments. The Facebook Conversions API complements the other activation channels available on our CDP and enables brands to connect with their customers through the world’s largest social media platform, Facebook.

“Our speakers are renowned industry experts who will do justice to the subject. We Ask Emily Wilson, Head of Product Marketing and Partnerships at Facebook, to talk about the importance of building customer trust through effective engagements and the challenges that turning off cookies will present for advertisers trying to do so. reach. She will also showcase the Facebook Conversions API as a solution to help brands prepare for a post-cookie world while respecting privacy.

We also have Chris Humphrey, marketing strategy consultant at PwC. Chris will discuss how brands need to start creating and leveraging first-party customer data and investing in data management tools to improve customer engagement; in order to build customer loyalty and improve RoAS (Returns on Ad Spend).

This webinar will ultimately highlight the looming threat that phasing out cookies poses to online advertising, both for brands and agencies; but more importantly, we would focus on solutions and the immense value of our partnership with Facebook – the world’s largest source of “digital identity” that helps enable overcrowded connections, in Africa.

The webinar will take place on April 8, 2021 at 11 a.m. WAT. Interested participants can register at bit.ly/TerragonFacebook or visit the Terragon website – www.terragongroup.com to learn more.


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