Digital advertising has long promised relevance through data. As the industry has grown more sophisticated, the wealth of available data has allowed teams to craft increasingly personalized messages, pinpoint the ideal individuals to deliver those messages to, and measure the results of their efforts.
But as privacy regulations tighten, signal loss accelerates, and consumers continue to push back on tactics perceived as invasive, the industry is evolving to prioritize privacy. At the same time, with access to some kinds of data growing more restricted, advertisers are rethinking how they deliver relevance at scale. In this context, community-based marketing approaches are gaining momentum, offering ways to engage meaningfully with consumers while staying ahead of the shifting data landscape.
Taking a community-centric approach to marketing can include identifying and targeting a specific group based on a shared identity (i.e., sports fans, pet lovers, or gardeners)—rather than hyper-personalizing ads based on more sensitive personal information. It can also mean building a sense of community among groups of consumers, whether that be in person or online. Through both approaches, marketing teams can forge meaningful connections with target audiences and deliver personalized messages in ways that respect individual privacy and meet evolving data privacy standards.
In many ways, community-based marketing represents a return to advertising’s roots, where community played a central role in shaping brand perception and consumer behavior. From iconic campaigns tied to sports fandoms, regional culinary pride, or social movements, brands have long sought relevance through shared identity. Today, advertisers can layer in modern data signals to these approaches, enhancing the precision of such strategies while respecting consumer privacy.
Personalization in digital advertising is no longer as simple as it used to be, particularly as the industry contends with the growing challenges of signal loss and consumer privacy demands. A staggering 95% of data and advertising leaders across brands, agencies, and publishers predict continued signal loss and privacy-focused legislation in the coming years, and almost 90% of ad buyers say they are reorganizing their personalization tactics, ad spend, and data mix to adapt to increased regulation and signal loss.
At the same time, consumers are more resistant to hyper-targeted ads than advertisers may expect. Over half have occasionally thought, “Who approved this?” when coming across targeted ads, and many say they are uncomfortable with how much personal data companies have and feel that companies overdo prepurchase personalization. Even more, 62% of consumers say they object to ads based on sensitive personal data, and nearly half feel they’ve been targeted by an ad that offensively stereotypes them. These sentiments are forcing marketers to reconsider their approaches and rethink how they engage audiences without crossing privacy boundaries.
In today’s privacy-centric digital landscape, brands and advertisers are discovering (or, more aptly, rediscovering) that engaging audiences through shared values, experiences, and interests is an effective way to build connections—without compromising privacy.
“We’re seeing brands embrace this idea of connecting with communities and also fostering community with their own consumer base,” says Susan Mandell, VP of Brand Development at Basis. “When brands align with communities, consumers don’t just buy into the product—they also buy into a shared identity and sense of belonging.” While this idea isn’t new, the vast amount of data available to marketing teams today allows these community-driven strategies to be more precise and effective.
A financial services company, for example, could use first-party data to segment customers with a shared interest, such as retirement planning. Beyond delivering personalized tools and messaging based on that shared financial goal, the brand could foster deeper engagement by offering spaces for these individuals to connect, ask questions, and share tips, such as through an online forum or members-only webinars. By taking such an approach, the brand isn’t just targeting individuals based on a data point, but rather cultivating a sense of belonging around a shared need.
Alternatively, a local retail brand could use customer data or media placements like digital out-of-home (DOOH) to connect with a geographically defined community: people who live nearby, work in the area, or regularly visit the store. By offering this local community special benefits and experiences—such as a local loyalty program or neighborhood events—the brand can help foster a sense of community, build brand loyalty, and ensure their messaging resonates with local audiences.
For community-based media strategies to work, brands must start by thinking about who they are, what they stand for, and which communities it makes the most sense to show up in and connect with.
“We’re in a moment where smart brands are really thinking about their personality, persona, and core values, and then translating that to the communities they want to connect with, either tangibly or in an aspirational way,” says Mandell.
From there, marketing teams can layer on the right tools, tactics, and partnerships to bring those strategies to life:
Research where communities are already spending time and find opportunities to reach them in key moments of impact across multiple channels. For instance, advertisers might use CTV to connect with avid sports fans cheering on their home team, then reinforce that message through social content tied to influencer-led fan groups or DOOH placements around the stadium. Podcasts can deepen connections with listeners who share a specific passion, while social media can extend that engagement with interactive content or community conversations. And location-based media—like DOOH highlighting iconic regional drinks or local college loyalty—can work alongside geofenced digital campaigns to reflect the identity and culture of the community being reached.
Move away from third-party data dependency and toward first-party data unification and enrichment. Seek out partners that make it easy to collect, store, and integrate disparate data sources—such as website interactions, loyalty programs, and commerce platforms—into a single, privacy-safe environment. A unified view helps brands and marketers better understand the communities they connect with, allowing them to activate more relevant, privacy-friendly media strategies.
Focus on values-driven storytelling and community moments over hyper-targeted, one-to-one messaging. When creative speaks to a shared identity—whether it’s a commitment to sustainability, pride in a hometown, or a shared love of gaming—it builds emotional connection and trust. Meaningful messaging should reflect the real-life aspirations, interests, and values of a community, not just assumptions based on demographics.
As personalization changes amidst increasing signal loss and heightened consumer demand for data privacy, community is emerging as a powerful lever for building long-term brand connection—particularly since marketing teams can leverage data in privacy-friendly ways to better understand where and how people come together around shared passions and target them, as communities, more effectively.
By leaning into relevance, resonance, and real connections through community, marketers can elevate personalization in a way that feels more human and more durable in a privacy-first digital environment. This approach helps build trust, cultivate long-term loyalty, and create deeper emotional connections that ultimately lead to stronger brand performance in a rapidly evolving, increasingly competitive market.
