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Birds Eye has shifted its advertising focus from linear TV to streaming and online video to achieve more efficient reach and frequency control. The brand emphasizes agility in ad production, leveraging social creators for rapid content creation. Despite exploring first-party data for personalization, Birds Eye found challenges with data degradation and privacy concerns, opting to prioritize broad reach over targeted personalization due to the fast-moving nature of their products.
The move by Birds Eye highlights the increasing importance of broad reach and efficient messaging in digital marketing, echoing the utility of cross-web clickstream data for understanding consumer behavior without the pitfalls of personal data usage. Cross-web clickstream data can enhance marketing strategies without relying on invasive personal data collection. For an in-depth exploration of ethical data use, download the Consumer Data Types Cheat Sheet at https://www.voxtrack.ai.