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| Publishers Should Leverage Moments Instead of Cookies |
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| Whether it's pop culture or sports, every consumer has iconic moments that leave a lasting impression. For example, many can remember when Beyoncé stood in her signature pose atop the risers during her Coachella performance. Around her, legions of dancers adorned in complementary yellow costumes froze in a dramatic pause right before they started one of the best live performances in history. According to industry experts at Advertising Week, moment-based marketing could be the next wave of ad targeting. Instead of using cookies, they suggest using images of unforgettable fan moments, and the metadata that comes from them, to drive passion and high engagement with consumers. When consumers engage with moments, emotional attachment is necessary, but research shows an average of three times more media consumption. But how will this help replace cookies? Raman Sidhu, SVP of EMEA Sales & Global Partnerships at Verve Group, suggests that leveraging a moment and using a cookie for ad targeting are not so different. He states, “If we unpack that a bit further moments are temporal interactions of a singular time. Cookies connect at singular times. Moments exist within the context of broader customer journeys. More cookies play a role in the customer journey. The challenge from the brand side is they must be ready at any second in any touchpoint to provide hyper-relevant content to the consumer. If a cookie represents a tool that a brand marketer needs to be hyper-relevant with, could a moment in time play the same role?” |
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| We all know how important privacy and consumer ethics are in the modern ad tech ecosystem, especially when it comes to creating a great user experience. In the session, "Moments are the New Cookies," Sidhu of Verve Group and Mike Zarilli, Senior Director of Global Strategic Development at Getty Images, suggested an option that checks both boxes. Fan moments are deeply entrenched in creating a good UX, and using these moments to replace cookies could be a game changer. More specifically, Zarilli talked about leveraging the metadata within these images. There are robust descriptors in the pictures' metadata that can be leveraged and made into data. "We have the metadata," said Zarilli. "It's behind the scenes and available in an API if we find an ad tech partner to make that happen. We could essentially take a picture worth 1,000 words and help it enhance and optimize the value of 1,000 ad impressions." Both Sidhu and Zarilli emphasized the importance of this practice by highlighting the partnership between Verve Group and Getty Images. With their collaboration, they can make any content actionable as soon as it is published on the internet. |
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| FTC Talks ANPR and Sensitive Data at Programmatic IO |
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| The FTC is very serious about cracking down on consumer data abuses — with ad tech bearing the brunt of those efforts. At Programmatic IO last week, Rashida Richardson, Attorney Advisor to FTC Chair Lina Khan, sat down with Allison Schiff, Managing Editor at AdExchanger, to discuss privacy concerns and what the FTC is doing to fix them. They took a deep dive into what constitutes sensitive data, and also discussed the agency's Advanced Notice of Proposed Rulemaking (ANPR), which serves as a space for industry stakeholders to share comments and concerns about commercial surveillance and data security practices. The FTC also wants to hear from consumers. Richardson said the ANPR plays an imporant role in providing guidance, or the lay of the land for all actors in the space and explains what is allowed and what is prohbited in a way that would only be understood if the FTC was in an enforcment action. "It states a clear position for the United States because we have legilslation pending. This is one way of bringing more clarity to both market actors, but also consumers, about what is allowable and what's not," she said. |
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| When it comes to the FTC's position on sensitive data, that's debatable. While they have litigated cases that scratched the surface of what counts as sensitive data, determining what it presents challenges. Considering how free-flowing data is and how easy it is to identify people from a few data points, the FTC is mindful of what may pose future risks. As far as ANPR is concerned, the FTC acknowledges that an enforcement-only approach is not the best way to mitigate current data practice concerns. There is also a strong possibility that the commission may issue multiple rules on more narrow topics or even broader ones. This is where receiving industry feedback is constructive, because stakeholders can ultimately help the FTC figure out next steps. Ultimately, the FTC is looking to the industry to help innovate privacy-preserving methods of engaging in business. The FTC has extended the ANPR comment period until November 1, 2022. |
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| CTV: The Time to Invest Is Now |
| Linear TV used to be king of the castle, but CTV is slowly beginning to take its crown. Research shows that more U.S. households have a streaming device rather than a cable system. Does this mean it's time for publishers to transform their video content to CTV? And, is it time for advertisers to shift their ad spend to the space? During Advertising Week at a session entitled, "Buying CTV: The Power of Decisioning and Data on Premium Video?,' industry experts discussed the state of Connected TV, how their companies are utilizing it, and the best time to invest in it as an asset for your company. Both panelists agreed that, although streaming has been around for fifteen years, not much has changed. The CTV market is still in the process of growth and working out the kinks. One of the speakers, Evan Barocas, Senior Director of Digital Media at T-Mobile, compared the trajectory of CTV to a baseball game. The game has nine innings, and he said the market right now is at the bottom of the first inning. "The pandemic probably accelerated things, but we are still figuring things out from a capability standpoint," said Barocas. "We're still in the beginning. There's massive asymmetry across the industry and the marketplace regarding just capabilities. How is data applied? How is inventory made available? How are you able to buy it? The type of content you're able to syndicate is massively imbalanced, making it really hard for an advertiser to create a holistic video strategy." It's also not lost on us, that we heard similar themes emerging from Cynopsis' Big TV Conference and Programmatic IO. |
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| While CTV is still developing, both panelists agree that now is the time to start investing. Now is the perfect time to start planning out how you will leverage CTV assets because it will be too late when it hits its stride. Research shows that the "great migration" to CTV is already becoming lucrative. By 2025, CTV spending will reach $34.49 billion, more than double the 2021 total of $14.44 billion." Investing in CTV does come with a caveat — you need an excellent first-party data strategy before you begin. "If you struggled as a digital advertiser to date, you're going to struggle with CTV if you don't have a good first-party data strategy," said Barocas. "You should already have a good measurement infrastructure, the ability to understand causality within your marketing mix and how it relates to your business outcomes. If you can't do that now, those problems don't get better with scaling your digital operations to the scale of linear. All those things are probably going to get a lot worse." Advertisers wondering where to start should heed this message from Carolyn Han, Senior Manager of Digital Media & Audience Strategy at Nestlé USA: The most obvious opportunity in the CTV space is to try to measure it effectively, she said. "The industry is recalibrating, to some degree, in terms of their audience validation measurement," said Han. "The type of push I would be making to all of our supply partners is how we get to more real-time measurement with connected TV. Then, from the suppliers, let us figure out the granularity of show-level reporting. There are different audiences, and there are different ways to think about that approach from an overall audience strategy." |
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| Around the Water Cooler |
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| Check it out... Google Is Not Playing About Cookie Cutoff As heard at Programmatic IO Dan Taylor, VP of global ads at Google, says, "It’s really something that Chrome needs to do competitively. We hung all of our hopes and dreams on third-party technology, and that ended up being a privacy compromise for users.” So, it's not a matter of if, it's a matter of when. (AdExchanger) Uber Taps Into Location in Journey Ads Rollout We often ask, "Should everything that can be an ad network, be an ad network?" Well, here's one of those times it definitely makes sense. "Charged on a cost-per-trip basis, Journey Ads will be exclusive to a single advertiser, who can display multiple messages between the user requesting a driver and arriving at their destination." We do have some concerns about the legal implications of their ad model relying on geolocation data given how the FTC put Kochava on time out a couple of weeks ago. (INSIDER) |
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