Native and Programmatic Advertising Archives - AiThority

Expert Views on Google’s 1% Third-Party Cookie Deprecation

Sudipto Ghosh — Thu, 04 Jan 2024 13:12:00 +0000

Google’s third-party cookie deprecation has finally arrived to spell a new era in The Privacy Sandbox. From today (4 January 2024), Google Chrome is disabling third-party cookies for 1% of the users before completely stopping it in Q3 2024. Publishers and website owners who use third-party cookies to improve the quality of their services and content would now have to look out for alternative channels to experiment with their advertising efforts. Google has already launched a range of APIs to offset third-party cookies for identity tracking, advertising, and privacy management. In our Google third-party cookies deprecation series, global adtech leaders spoke to us about the consequences of this milestone event.

What is Google’s Third-Party Cookies Deprecation?

Google’s third-party cookies deprecation is part of the company’s Privacy Sandbox initiative. The Privacy Sandbox is a major development in the advertising landscape that supports the need to improve people’s online privacy while they use digital services without interruption. This initiative aims to reduce cross-site and cross-app tracking when users browse the internet for content, services, and jobs. By deprecating third-party cookies in Google, users can continue to enjoy an enriching browser experience without worrying about privacy. For publishers, this effort would ensure they can offer their content for free on sites and apps. Moreover, intrusive app trackers will become a thing of the past in 2024 once 100% third-party cookies deprecation takes effect. To discuss more, adtech leaders highlight the context of third-party cookie deprecation applied to different digital businesses.

Effects on Publishing Business

According to a recent report by PrimeAudience, 88% of marketers feel prepared for the deprecation of cookies. 56% of marketers are already testing for the cookieless future in 2024.

Alexandra Theriault, Chief Growth Officer, Lotame, a data solutions company said, “30-50% of the web already blocks third-party cookies in Safari and Firefox by default, and that has yet to spur meaningful adoption of third-party cookieless solutions from brands and agencies. Although universal IDs have been adopted by 10s of thousands of publishers globally (as cited by sincera.io), the demand from agencies and brands to leverage these alternative solutions is meager. Google adding 1% of their piece of the pie isn’t going to drive the intended reaction necessary to prepare the industry for the end of the year. Google’s watered-down targeting capabilities that may offer to target are a far cry from the precision agencies and brands are accustomed to. The result will be worse-performing campaigns, a hit to most publisher’s yield, and less relevant ads for consumers.”

Testing Cookieless Solutions in 2024

Eli Heath, Head of Identity – Lotame, added, “It’s important to note that this change affects only 1% of browsers, which is relatively minor considering that 30% of browsers, such as Safari and Firefox, already do not support third-party cookies. This small percentage is unlikely to drive significant changes among buyers, as DSPs will simply adjust their traffic optimization strategies for Chrome browsers that still use cookies. However, this development should serve as a wake-up call to re-energize and intensify efforts in testing cookieless solutions, especially by expanding the scope to include Chrome browsers. This testing phase is crucial. If we can identify and isolate the 1% of impacted Chrome browsers, it could provide valuable insights into the effectiveness of post-cookie solutions. This includes aspects of targeting and measurement in a Chrome environment without third-party cookies, building on the initial learnings we’ve already gleaned from Safari and Firefox.”

Dan Pike, CPO, Covatic said, “The latest Google news is not news at all; the industry has been aware that cookies were on borrowed time for what seems like forever, and most savvy publishers and brands have prepared themselves to move beyond these outdated and ineffective identifiers. “There are already tried and tested cookie-less solutions deployed in-market and used by major publishers. These have the additional benefit of putting them in control of their data, tech, and revenue while avoiding strategic capture by Google and the other big digital players. So we should see the cookie’s demise as a positive step in the evolution of the digital industry; as it will create more responsible, addressable, and effective targeting methods while offering greater protection and choice for consumers over how their data is used.”

Jeremy Haft, CRO – Digital Remedy (Performance Marketing Partner for Brands and Agencies), said, “The removal of 1% of 3rd-party cookie tracking has the potential to significantly impact advertisers and the overarching digital ad ecosystem. Time will tell (as we have seen delay after delay) if we see a full ramp-up and if this ultimately leads to Google seeing a decline in ad revenue. I bet that Google will back off from the full depreciation of cookies; however, if this initial test proves to be successful, this could impact many facets of the advertising ecosystem. For starters, advertisers will have limited ability to target their most sought-after audiences as their options to identify and segment those audiences will become limited. Measurement & attribution models will break due to data being more difficult to action by channel, partner, and media type.”

Jeremy added, “Lastly, personalization of the consumer ad experience will take a hit leading to more generic and less targeted messaging and creative. If Google does end up completely deprecating cookie tracking, this opens up the opportunity for innovation in the industry for new solutions focused on targeting, measurement, and attribution. In addition, there will be an increased focus on privacy which will be tied to even more regulation focused on data protection.

Should Google move forward with deprecating third-party cookies, it will substantially impact both ad tech providers and advertisers who will once again have to navigate and innovate to win. I believe this to be very dependent on how this 1% deprecation test will impact Google’s ad revenue. If it takes a hit, we could see further delays in the full rollout based on their current timeline.”

Google Tracking Protection for digital advertising

Mateusz Jedrocha, VP, of Branding Solutions – Adlook (cookieless and deep-learning focused DSP) mentioned the importance of Google Tracking Protection for digital advertising. Mateusz said, “The introduction of Tracking Protection by Google Chrome, a browser commanding a significant 64% of the market share, marks a pivotal moment in digital advertising. This move is particularly impactful for us at Adlook, where we focus on branding solutions. This development presents both a challenge and an opportunity in how we engage with consumers globally. We view the initial 1% deprecation of cookies as a crucial first step in assessing the viability of a cookieless environment. This phase allows us to perform essential tests and begin redefining our benchmarks and delivery metrics for branding campaigns in a world without third-party cookies. However, we believe that a gradual and transparent expansion of cookieless traffic is necessary for a comprehensive understanding and adaptation to this new landscape.”

Mateusz added, “At Adlook, we are keenly aware of the importance of guiding our clients through the intricacies of the cookieless transition. To this end, we have developed comprehensive Cookieless Transition Frameworks, which are designed to support our clients in navigating this new landscape. These frameworks are based on a phased and tailored approach, allowing for gradual testing and adaptation. Our objective is to facilitate a seamless shift from legacy buying methods to the new ecosystem, which is increasingly powered by Google’s Privacy Sandbox along with a variety of other cookieless solutions.”

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fullthrottle.ai Introduces SafeMatch to Easily Resolve First-Party Data-Driven Household Identity and Attribution

AIT News Desk — Thu, 04 Jan 2024 12:20:43 +0000

First-of-its-kind attribution platform builds on patented technology to provide new clarity into customer advertising and transaction journeys while maintaining privacy and safety compliance

FullThrottle Technologies, LLC, an end-to-end, first-party data-powered technology company that helps marketers identify, curate, and target audiences, announced the launch of SafeMatch, a new solution for ingesting household transaction data and safely resolving customer identities at the household level without using cookies. Leveraging fullthrottle.ai’s patented technology for household address resolution, SafeMatch empowers fullthrottle.ai customers to easily and safely connect first-party purchase information to customer profiles at the household level.

As signal loss continues to present significant challenges to the industry—especially for smaller companies without the resources or tools to quickly and effectively navigate the changing landscape—SafeMatch™ offers a scalable household transaction ingestion system that is easy to use and offers multi-dimensional outcome matching, at a person and product level. With its foundation in superior parallel processing technology, SafeMatch™ ensures supply path optimization with rapid and efficient first-party data operations compared to traditional sequential processing.

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The new methodology affords enhanced matching capabilities where households can now match to multiple transactions per month across multiple household buyers, ensuring comprehensive data capture. The transaction match period also now mirrors the evolving and extended buyer journey in the post-pandemic era. With SafeMatch™, marketers benefit from new levels of clarity regarding the path of each customer while meeting the highest standards for privacy and safety.

Tailored to meet the needs of advertisers of all sizes navigating an increasingly complex media and digital commerce landscape, SafeMatch™ ’s easy to use user-interface leverages time-aware technology and multi-unit learning algorithms to provide insightful data on household activities and resident density—facilitating product and household-level reporting. This approach to first-party data analysis connects site visitors to attribution data later in the customer journey and over an extended time, providing more accurate and actionable insights for customers to guide and refine their advertising strategies and investments.

Amol Waishampayan, CPO of fullthrottle.ai, remarked, “SafeMatch™ represents our unwavering and simultaneous dedication to innovation, data compliance, and consumer protection. By listening to our clients and partners, many of whom are short on technical resources of their own, we’ve developed a first-of-its-kind methodology that exceeds current industry standards. SafeMatch™ is set to revolutionize how we understand and utilize first-party household data. The result is a comprehensive solution that makes it easier for advertisers to connect exposure to sales and to understand their customer journey at a detailed level that allows them to maximize the return on their marketing investment.”

[To share your insights with us, please write to sghosh@martechseries.com]

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Nexxen SSP Partners with Taiv to Expand CTV OOH Offering

GlobeNewswire — Fri, 15 Dec 2023 19:25:45 +0000

The partnership aims to bring new opportunities in a growing category to brands and advertisers

Nexxen, a global, unified advertising technology platform with deep expertise in video and Connected TV (“CTV”),announced a partnership between its supply-side platform, Nexxen SSP, and out of home (“OOH”) advertising group Taiv to offer connected TV (“CTV”) OOH opportunities to clients across the advertising ecosystem. The partnership delivers immersive, high impact ad experiences, reaching audiences on the biggest and most prominent screens in sports bars and restaurants across major designated market areas spanning the United States.

Specifically, Taiv’s ad units – strategically positioned alongside premium content, such as live sports – offer an increased level of engagement in high traffic environments. With an average of eight screens per venue and numerous large format displays measuring over 10 feet, this partnership presents an effective new way for advertisers to connect with consumers while they are away from their homes and in more social environments, hitting yet another CTV touchpoint (e.g. out of home). It is one element of Nexxen’s larger CTV OOH offering.

“We’ve always been all in on CTV, and our partnership with Taiv brings broadened reach, increased visibility and enhanced scale to leading brands and advertisers looking to capitalize on CTV OOH formats,” said John Rogers, Vice President, Business Development at Nexxen. “By leveraging Taiv’s extensive network of screens in sports bars and restaurants across the US, our clients have the chance to connect with their audiences in entirely new spaces.”

“We are thrilled to collaborate with Nexxen on expanding our reach in the CTV OOH advertising space,” said Tony Siconolfi, Chief Revenue Officer at Taiv. “Together, we’re creating a dynamic platform to provide compelling marketing messages alongside premium live sports content, and we can’t wait to see how advertisers take advantage of this offering.”

[To share your insights with us, please write to sghosh@martechseries.com]

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SeenThis and Audi Double CTR and Cut Emissions in Inaugural Partnership

AIT Staff Writer — Fri, 15 Dec 2023 10:59:49 +0000

Adaptive streaming technology platform SeenThis and Audi have announced the results of their first digital campaign together, with SeenThis’s innovative adaptive streaming technology used in a digital display and VOD campaign to promote Audi’s Q4 Sportback e-tron.

Thanks to SeenThis’s cutting-edge technology, there were no file-size restrictions on the creatives uploaded, with all assets optimized and the quality of the video stream always adapted for the user’s bandwidth – to provide the best possible experience with minimum data consumption.

The campaign launched in France on September 5th and ran until October 8th across three IAB formats: 300×250, 300×600, and 729×90. According to Audi’s media agency Re-Mind PHD France, this led to a doubling of the click-through rate (CTR), from 0.11% to 0.22% compared to previous campaigns. Streamed with SeenThis technology, the campaign also transferred an estimated 33% less data compared to delivering the same quality creative using conventional technology. This resulted in an estimated 10% avoided CO2 emissions from creative delivery.

Jesper Benon, CEO at SeenThis, comments: “The campaign marks the first time that SeenThis has worked alongside Audi. It was great to see both the media and CO2 performances of the campaign exceeding expectations. We’re all about combining performance with sustainability and high quality – optimizing with lightning-fast ad-loading that grabs users’ attention and leads to more efficient use of resources.”

Stéphanie Cantau, Media Manager at Audi France comments: “We were ambitious for our campaign for Audi Q4 Sportback e-tron, with its unique design which concentrates the best of Audi driving, offering unique sensations on the road. And, so we were thrilled that this campaign reflected the brand’s passion for innovation and progress, while also reducing carbon emissions through the latest technology.”

The teams worked together with Re-Mind PHD France to drive optimal results, with Ludovic d’Aubert, Associated Director at Re-Mind PHD France adding: “We wanted to highlight the Q4 e-tron model in a very premium way, with clear differentiation and impact. The majority of the budget – 70% – was allocated to performance, while monitored KPIs included CPC, CTR, CPV, volumes of clicks and visits, time spent on the landing page, and conversions.

Across the board, the work exceeded all our expectations.”

SeenThis launched an Emissions Dashboard earlier this year to enable advertisers to track both campaign performance and carbon emissions, with emission reports available at the campaign, creative, and agency levels. Its investigations into the relationship between data wastage and CO2 emissions have also led to the publishing of a whitepaper. SeenThis technology is compatible with all major ad servers, publisher networks, and third-party providers.

Since 2017, Swedish tech company SeenThis has been evolving screen experiences for everyone, everywhere.

With its groundbreaking adaptive streaming technology, SeenThis is transforming the distribution and climate impact of digital content compared to traditional technology. With billions of streams served for 1000+ brands in 40+ countries, the company is on a journey to reshape the internet – for good. Working across seven offices globally, SeenThis employees are obsessed with creating a truly high-speed and energy-efficient Internet.

[To share your insights with us, please write to sghosh@martechseries.com]

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Tealium Debuts a New Suite of Amazon Ads Integrations to Help Advertisers Enhance Marketing Performance

AIT News Desk — Thu, 14 Dec 2023 18:21:33 +0000

Tealium’s CDP now seamlessly connects with Amazon DSP and Amazon Marketing Cloud

Tealium announced that it has launched new integration capabilities with Amazon Ads, including Amazon DSP and Amazon Marketing Cloud (AMC), to better equip advertisers in activating audiences, assessing advertising performance, and overall enhancing real-time, omnichannel strategies in a cookieless world.

Leveraging the integrations, enterprises can further utilize their first-party signals to enhance marketing attributions, reporting, measurement, and audience outreach. This ultimately helps advertisers to improve return on advertising spend (ROAS) and achieve ad conversion goals, all while maintaining the highest level of privacy-centric integrity.

Specifically:

The connection between Tealium and Amazon DSP allows for enhanced conversion optimization and reporting, both offline and online, in real time. The integration also allows advertisers to better engage with first-party audiences via Amazon DSP advertising campaigns.
With Tealium integrated with AMC, advertisers can tap into more signals to improve relevance of advertising engagements and measure more holistic marketing results, enabling a durable and consented conversion feedback loop.

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“Tealium’s new integrations with Amazon Ads serve as essential tools for brands to fortify their business strategies in anticipation of evolving privacy regulations, shifting consumer behaviors, and expanding first-party signals in a cookieless environment,” said Matt Gray, Head of Global Partnerships at Tealium. “Regardless of a brand’s current position in the development of their first-party signal strategy, these solutions are indispensable for ensuring business agility and aligning with customer expectations.”

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[To share your insights with us, please write to sghosh@martechseries.com]

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Madhive Partners with Blockgraph To Expand First-Party Data Activation For Premium Video and TV Companies

AIT News Desk — Thu, 14 Dec 2023 16:35:38 +0000

First-of-its-kind DSP integration enables custom audience activation at scale across connected TV households in a programmatic, privacy-focused manner

Madhive announced a partnership with Blockgraph, a privacy-focused data collaboration platform, to facilitate secure, streamlined activation of first-party data for premium video and TV ad buyers, sellers and distributors.

The collaboration allows marketers and media companies utilizing Madhive’s demand-side technology to activate first-party programmatic audience campaigns using Blockgraph’s identity platform. In doing so, data owners will be able to deploy their aggregated and de-identified data quickly, safely, and accurately, ultimately driving improved campaign performance.

Madhive’s platform provides end-to-end solutions for planning, targeting, activating, and measuring programmatic TV campaigns with hyperlocal precision, and unique demand from thousands of local advertisers. Blockgraph’s audience intelligence and identity resolution will enhance Madhive’s end-to-end advertising offering. Additionally, the Blockgraph platform will enrich Madhive’s reach extension offering, which helps media companies combat fragmentation by selling programmatic audience-based advertising outside of their owned and operated properties.

“This partnership will help directly activate first-party data using scaled, deterministic household identity in combination with Madhive’s leading programmatic platform,” said Jason Manningham, CEO of Blockgraph. “Madhive customers will be able to take better advantage of their first-party data and deploy it with greater speed, accuracy, and confidence, ensuring improved outcomes for marketers of all sizes.”

“As the connected TV advertising landscape continues to grow, so does the need for solutions that can better harness the power of first-party data while protecting consumer privacy,” said Spencer Potts, CEO of Madhive. “Our partnership with Blockgraph is a significant step towards meeting this need. By combining Madhive’s full-stack programmatic platform with Blockgraph’s privacy-enhancing identity solution, we are unlocking new possibilities for media companies to monetize their inventory and for advertisers to reach new audiences, all while maintaining the highest standards of security.”

[To share your insights with us, please write to sghosh@martechseries.com]

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Sandy Shanman and Former Google Engineering Executive Vishal Arora Join Frameplay’s Executive Team as COO, CTO

AIT News Desk — Wed, 13 Dec 2023 08:46:56 +0000

More industry veterans move to in-game advertising as the channel proves significant growth opportunity

Frameplay, the award-winning, global intrinsic in-game advertising leader, has appointed two new chief officers to its executive team as it prepares for continued strategic growth: Sandy Shanman as Chief Operating Officer and Vishal Arora as Chief Technology Officer. The hiring of these two martech veterans signals the industry’s commitment to gaming as an advertising channel, as more brands and marketers experience the value of in-game advertising and gaming strategies become a new standard in omnichannel campaigns.

For over 20 years, Shanman has led emerging revenues at the crossroads of media and technology, from early stage to exit. Most recently, he scaled and diversified revenue at Skai (FKA Kenshoo), ushering in the era of retail media. Shanman was previously CRO at Samba TV, one of the inaugural companies to drive media dollars into the CTV sector, and went on to lead revenue and operations at ChefsFeed (acquired by Tastemade), one of the first influencer media platforms.

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“I’ve witnessed transformation across the digital media landscape for over two decades, and I am convinced that intrinsic in-game advertising is poised to be the next tectonic shift–on the order of magnitude of CTV,” said Shanman. “Microsoft, Netflix, and numerous streaming services are expanding aggressively in the sector. The most viewable and highest performing placements within games are intrinsic, and Frameplay’s technology and measurement capabilities enable brands to capitalize on this engaging medium at scale.”

As CTO, Arora brings over 20 years of experience managing ground breaking technology teams to Frameplay. Arora joins Frameplay from Google, where he led the Ad Platform Services Engineering team through a transformation that involved a rewrite of their ads billing systems, which process the majority of Google’s revenue. Before that, Arora helped launch and scale the current Google Ads UI, and, as CTO at RxSense, helped build and bring a new enterprise platform to market.

“Gaming is a mass-reach medium and Frameplay’s ad serving technology supports high-quality, viewable intrinsic ad placements across multiple devices in milliseconds, without infringing on game performance,” said Arora. “The technology fueling intrinsic in-game advertising is innovative, seamless, and effective. Frameplay is reframing how the advertising industry leverages gaming as part of their brand spend. I look forward to being a part of the Frameplay team as we continue to raise the bar for in-game advertising.”

With a growing global player count of over three billion, in-game advertising has gained significant momentum among brands and game studios in the last five years. As a result, multiple major holding companies have established gaming branches, and brands have developed dedicated gaming strategies with increased spending in the channel.

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“Having veterans in the martech and adtech worlds join Frameplay speaks volumes to the industry’s commitment to in-game advertising and that major players in the industry understand the opportunities it presents for brands,” said Jonathon Troughton, CEO of Frameplay. “In-game advertising, and the entire gaming industry, has been growing and evolving rapidly. Sandy and Vishal’s combined leadership will be instrumental to our future, and will help us continue to set the standard for intrinsic in-game advertising.”

These executive hires are not only a milestone for Frameplay, but also the in-game advertising industry. The demand for in-game advertising continues to grow as the technology fuels more innovation and opportunities for brands, developers, and players.

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Online Video Remains the Driving Force Behind Content Investment With Local Content Still Crucial

AIT News Desk — Mon, 11 Dec 2023 08:31:32 +0000

The Asia Video Industry Association held its annual OTT Summit in Singapore on 5 December, where over 90% of the speakers were senior female executives from across the video industry in Asia Pacific. This year’s summit was designed to try and redress the gender imbalance seen in many industry conferences.

The Summit opened with Dhivya T, Lead Analyst, Head of Content & Platform Insights, Media Partners Asia, presenting an overview of the state of streaming in Asia, a market where competition was very much driven by a battle for share of time, with premium video on demand (VOD) fighting with social media and user-generated content (UGC).

Competition was also giving rise to new business models and strategies beyond the traditional AVOD and SVOD models, including mobile gaming, ecommerce and bundle subscriptions becoming more common. And with a higher focus in increasing ARPUs, price increases have also become prevalent.

Ex-China, online video revenues in Asia Pacific were expected to hit US$46 billion in 2028, up from US$29 billion this year. While SVOD was expected to have a CAGR of 6.4 percent, premium AVOD will see a growth rate of almost 18 percent, led by Japan, India, and Korea. In Southeast Asia, Indonesia was emerging as the leading market for AVOD, with Thailand for SVOD.

In terms of content trends and investment, although pay TV remained the largest vertical, online video was the growth engine of video content investment, with local and Asian content leading premium VOD viewership with the highest reach. Hence local content remained key to acquiring subscribers in the region, and constantly over-indexing with new users.

In the world of streaming, Free Ad-Supported Streaming TV (FAST) was also much talked about at the Summit as the new kid on the block, as it mimicked the experience of linear TV, delivering scheduled content, with advertising included. Driving the growth of FAST in Asia was the penetration of Smart TVs in the region, with 80% of OTT viewers in APAC using Connected TV (CTV), and with one-third of OTT viewing on CTV, shared Samantha Cooke, Head of Product Marketing, Samsung Ads APAC. But FAST channels were not always about making money, as FAST was also used for marketing, outreach and brand building, added Roberta Cambio, Senior Product Marketing Manager, Brightcove.

Senior marketeers from the major platforms too chimed in on the importance of brand building, as the mantra was no longer acquiring subscribers at all costs but focus on keeping the ones you have. For Anuja Trivedi, Chief Marketing Officer, Shemaroo Entertainment, marketing was now more aligned to the business, as consumers who saw campaigns engaged better as well. And partnerships which built more value can only build more excitement for the product and engagement for the platform, said Trivedi. Sarah Lim, Senior Solutions Engineer, Akamai Technologies, also added that people, platform and the technology were what will help drive your strategy forward for the future. “Marketing is greater than the sum of its parts,” said Lim.

With 71% of viewers in APAC watching advertising supported streaming on top of linear TV viewing, Chloe Neo, Chair for Media & Measurement, AAMS & CEO, OMG Singapore, was also seeing growth from regional clients with a greater inclination to look at branding, with the reallocation of budgets into OTT tending to be from the big brands, due to their expectations on quality content. While investment was coming from the linear TV side, more clients were now embracing CTV and addressability for strategic benefit, and not just for incremental reach, added Anita Munro, CIO, Southeast & North Asia, Chair, APAC Investment Committee, GroupM.

A strong focus on content closed off the Summit, with panellists agreeing that Asian content could not be lumped together. There was huge variety within what is labelled Chinese or Indian content. Nimisha Pandey, Chief Content Officer, Hindi Originals, ZEE5, emphasised that story telling trumped investment. “Audiences don’t care how much money has gone into content, if it connects, it connects,” she said.

Marianne Lee, Chief of Content Acquisition and Development, Viu, noted, “Each local market has their own strategy which complements the regional strategy. While it is important for the content to travel outside, the content must also do well locally,” said Lee. In agreement, Agnes Rozario, Director of Content, ASTRO, added, “There will always be certain types of content that travel better than others. But it has to work in the home market first.”

One market which saw things a little differently was Thailand where Kirana Cheewachuen, Deputy Director, Planning & Business Development, Strategic Content Group, True Corporation, saw huge potential in the overseas growth and popularity of Thai content, and international success was her primary goal.

Sharing her strategy for the Pacific Rim in the closing session, Beverley McGarvey, EVP, Chief Content Officer & Head of Paramount+, Paramount ANZ, said that Australia was a mature market at a pivotal point now as audiences were adjusting between more traditional legacy media and streaming. Hence accelerating growth in streaming while maintaining linear businesses and making content that can work across platforms was what was needed in order to remain viable.

The OTT Summit is proudly sponsored by Gold Sponsors Brightcove, INVIDI, Nagra, Warner Bros Discovery; Silver Sponsors Akamai, Broadpeak, CDNetworks, Irdeto, Moloco, Publica, PubMatic, Shemaroo; Bronze Sponsor Dolby.

[To share your insights with us, please write to sghosh@martechseries.com]

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Tealium Achieves the AWS Advertising and Marketing Technology Competency

GlobeNewswire — Thu, 30 Nov 2023 09:41:04 +0000

Tealium is recognized for its demonstrated technical proficiency and proven customer success in the advertising and marketing industry

Tealium announced that it has achieved the Amazon Web Services (AWS) Advertising and Marketing Competency, which marks its fifth competency with AWS. In addition to the Advertising and Marketing Competency, Tealium has earned competencies in Retail, Data & Analytics, Travel and Hospitality, and Financial Services.

Achieving the AWS Advertising and Marketing Technology Competency recognizes Tealium for its expertise in providing customers with a software solution that empowers advertisers and marketers to reinvent workloads through their CDP with machine learning, tag management, an API hub and data management solutions that make customer data more valuable, actionable, privacy-compliant, and secure.

As advertisers and marketers look to leverage the cloud to innovate and achieve digital transformation, they are increasingly in need of partners with services and solutions that are purpose-built to meet their needs. AWS Advertising and Marketing Technology Competency Partners provide these customers – including advertising agencies, marketers, publishers, advertising and marketing technology providers, and analytics service providers – with AWS-validated solutions and services, helping to accelerate their transformation.

Achieving the AWS Advertising and Marketing Technology Competency differentiates Tealium in the AWS Partner Network (APN) with demonstrated technical proficiency and proven customer success in running cloud solutions on AWS for the advertising and marketing industry.

To achieve the AWS Advertising and Marketing Technology Competency, AWS Partners must undergo a rigorous technical validation by AWS solution architects and have verified customer references.

“We are delighted to achieve our fifth AWS competency in the Marketing and Advertising sector, which faces substantial challenges due to evolving privacy regulations and shifting data dynamics,” said Matt Gray, Head of Global Partnerships at Tealium. “In today’s environment, it is imperative for brands to adapt their customer engagement strategies. Through the powerful synergy of Tealium’s best-in-class CDP and AWS services, brands can expedite their digital transformation initiatives while fostering standardized, unified, and fortified customer data strategies.”

Jysk Fynske Medier (JFM), one of the largest Danish news and publishing groups, recently worked with Tealium to create a more holistic customer view and enhance the customer experience.

“The impact of regulatory changes around third-party data is a major challenge particularly when looking at the amount of websites and publishing assets under the JFM portfolio,” said Dennis Vesti Brorsen, Head of Data & Intelligence, JFM. “Tealium AudienceStream and iQ Tag Management really was the Swiss army knife of data management systems for us. It’s flexible and applicable to various use cases, which often came up spontaneously. Its capability of providing us with a holistic customer view that enabled an optimized personalization and targeting process, allows us to not only survive, but thrive, in the marketing jungle.”

AWS is enabling scalable, flexible, and cost-effective solutions from startups to global enterprises. To support the seamless integration and deployment of these solutions, the AWS Competency Program helps customers identify validated AWS Partner solutions and services for specific industry use cases. Explore the AWS Partner solutions and/or services offered in AWS Data Exchange, AWS Marketplace, or APN Partners, including Tealium.

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The Cookie’s Already Crumbled – So What Are Advertisers Waiting For?

Thomas Ives — Mon, 20 Nov 2023 13:22:57 +0000

With the first stages of Google’s ‘Cookiegeddon’ less than two months away, digital advertisers are still scrambling to find solutions that will enable them to continue to deliver effective campaigns. Indeed, despite the threat of the deprecation of third-party cookies hanging over the industry for several years, more than 40% of advertisers remain unprepared.

This is quite a damning reflection on the industry. Especially, before the news that Google Chrome would be removing third-party cookies, there was a conspicuous shift toward consumer privacy, with other browsers having waved goodbye to user tracking. Not to mention that GDPR is now over half a decade old.

Nonetheless, it’s not too late for digital advertisers to get all their ducks in a row, and overcome the challenges presented by a privacy-first online experience. Indeed, the end of third-party cookies doesn’t mean the end of effective digital advertising. Instead, it poses an opening for innovative solutions to make the ecosystem a better place for consumers and advertisers alike.

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New age contextual

The new era of digital advertising will see the end of the repetitive, frustrating, low-quality ads that have plagued the lives of consumers for many years. Instead, the conversation has shifted back to the role of creativity and context in driving truly successful advertising. This is thanks to the increasing recognition within the industry of attention and engagement metrics as being the best way to measure the effectiveness of digital advertising. This has helped bring creativity back to the forefront of the industry’s arsenal, having previously been neglected in favor of an approach that favored hyper-targeting over the look and feel of an ad.

Greater penetration of artificial intelligence (AI) into contextual advertising has not only made it far more sophisticated than it once was but much more accessible to all. Technologies now can serve the most relevant creatives to precisely targeted audiences, based on their interests and behaviors, without ever putting the personal data of consumers at risk.

AI technology can analyze millions of web pages in seconds, identifying the brands, products, semantics, and intent associated with those pages and using that information to serve the right ad at the right time. Moreover, AI can harness data in real-time around anything from product lists to sports scores, from weather to train times, within the creative, meaning true relevance can be delivered at the moment.

The combination of this in-depth contextual analysis and heightened creative prowess helps advertisers align their targeting and creativity in real time at an impression level. These ads, with their AI-powered personalization, seamlessly integrate into the user’s browsing and create an experience that drives attention and engagement. No longer will consumers be negatively impacted by low-quality ads lacking relevance.

Advertisers should be experimenting with AI-based solutions now, to help them to not only produce the most visually engaging ads but also to ascertain which creatives would be most relevant to specific audiences and via which channels – all the while maintaining customer privacy.

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Putting Creativity Back On Top

Furthermore, the introduction of automation to the creative process means that brands can navigate the laborious work required to create multiple ads that cater to the different needs of each consumer. Having the technology in place to carry out this essential work means ads can be more easily delivered across the marketing funnel – whether the goal is to raise brand awareness or edge the consumer toward conversion – and return on investment (ROI) can be maximized.

In a world where advertisers are having to adjust to significant changes, the best way to overcome the challenges they are facing is by focusing on contextual relevance and engaging creative that adds to the user’s browsing experience, rather than lowering the quality.

AI-powered technologies exist to ensure that consumers are served the most relevant and appealing ads and help the industry get back to what made people enjoy advertising in the first place. Creativity has always been what truly made advertising special, and now it’s time for it to once again be the number one priority for brands, with AI here to ensure that target audiences truly engage with the ads served to them.

[To share your insights with us, please write to sghosh@martechseries.com]

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