How SurvivorNet Leveraged First-Party Data to Create Multiple Content Journeys
One way marketers are adjusting to recent and forthcoming demands to protect consumer data privacy, whether due to regulation, restrictions imposed by online browsers or Apple’s App Tracking Transparency framework, is through leaning into first-party data collection. But for companies such as cancer resource SurvivorNet, which provides critical information for people with cancer diagnoses and their families, there is a need to do so with the utmost sensitivity. To meet this challenge, the brand has created custom content journeys for consumers using first-party data while at the same time remaining sensitive to readers’ health circumstances, according to a piece in AdExchanger.
