The advertising landscape has changed significantly in recent years due to privacy regulations and browser restrictions on third-party cookies. Google has been phasing out the use of third-party cookies, which affects the functionality of the Google DoubleClick cookie share service. Consequently, it has become more challenging to build and manage audiences for users who do not provide contact details or enter your CRM. Google Signals is an enhancement to Google Analytics that allows you to take advantage of additional advertising features, such as cross-device reporting and remarketing. However, it still relies on user consent and may not provide a comprehensive solution for managing audiences in the way you described. As for using Tealium or other third-party CDPs to build and manage audiences in Google Ads without hashed emails or phone numbers, it is becoming increasingly difficult due to privacy-focused changes in the industry. You may have to consider the following alternatives: First-party data: Focus on collecting and using first-party data from your website and CRM to build audiences. This data is generally more reliable and less impacted by privacy regulations and browser restrictions. Contextual targeting: Shift your targeting strategy to focus more on contextual targeting, which relies on the content and context of the web pages users visit, rather than their individual behavior and personal information. Platform-specific audience management: As you mentioned, managing non-converted audiences on their respective platforms (e.g., GA4 for Google) may be necessary. This approach will allow you to take advantage of the platform-specific features and capabilities while still using Tealium for nurturing audiences. In conclusion, the ability to use Tealium or any third-party CDP to build and manage audiences in Google Ads without hashed emails or phone numbers has become more limited. As a result, you may need to adjust your audience strategy and explore alternative methods to achieve your goals. Please remember that my knowledge is based on information available up to September 2021, and changes in the advertising landscape may have occurred since then. I hope this information helps! If you have any further questions or need more assistance, please don't hesitate to ask.
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