For an effective strategy in social media retargeting, which data should be prioritized if the authentication rate is at 70%?

Prioritizing hashed email addresses in a social media retargeting strategy, particularly when the authentication rate is at 70%, is a well-considered choice. Hashed email addresses are a reliable form of individual identification that safeguard user privacy while allowing for effective targeting.

When users sign up or engage with a brand, their email addresses can be hashed, creating a unique identifier that can match them across various platforms without exposing their actual email addresses. This is especially important in an era of increasing privacy regulations and consumer demand for data protection. By using hashed email addresses, you can establish a more stable and accurate connection with users across social media channels, which enhances the effectiveness of retargeting initiatives.

In comparison, while cookie-based identifiers may provide some level of user identification, their reliance on browser activity makes them less reliable due to potential cookie deletion and the increasing use of privacy-focused browsers. General customer demographics, while useful for understanding broad audiences, lack the precision needed for targeted advertising. Product preferences are beneficial for creating tailored messaging but do not inherently provide the necessary identifier to reach specific individuals across social platforms effectively. Thus, hashed email addresses emerge as the strongest choice for effective retargeting strategies in this scenario.