The future of #marketing data: Data collection

The future of #marketing data: Data collection

Many brands & publishers already collect the first-party data in Customer Data Platforms (CDPs) or equivalent systems.

The visitor profiles stored in #CDP that are identified (e.g. with email address) can be further enriched with the offline & other data sources that the brand or publisher has. These profiles are used to create audiences (group of profiles with certain characteristic) that are activated across the different channels using email address as the primary visitor identifier.

#firstpartydata #data #datacollection #cookies #userprivacy #martech #adtech #CDP 

Has Programmatic evolution have changed the way publishers and advertisers operate?

The #programmatic evolution have changed the way publishers and advertisers operate, but has also brought to light many challenges and questions.

Much of this now relates to online identification. Identity provides the backbone for creating a single customer view across channels, devices and touch points - and has become even more important with the pending demise of 3rd-party cookies, as this will limit capabilities to identify audiences and serve targeted ads.

New alternatives must be developed for advertisers that provide cross-channel, privacy-friendly consumer data that they can use in a cookies-less world.

Beside temporary solutions, offline identity - that allows to link online activity to known offline identifiers such as phone number or email - could be an effective one.
However for many, the right solution is a more transparent relationship between pubs and advertisers.

Today, brands need to accelerate and prioritize their identity strategy and embrace the challenge of a diminishing degree of user-level data, while pubs should invest in their 1st-party data strategy and define their own destiny.

Pubs in particular must collaborate with partners that will help to further enrich their data insights and provide the analytic power to help improve monetization.
#AdTech

State of ad blockers in digital advertising

Even if ad blockers don't catch quite as many headlines these days, remains the fact that roughly a quarter of all internet users are still blocking ads - which means, they still are a big problem for publishers.

Pubs knows that ad monetization relies on ads being shown and tracked. For this to happen, not only does the ad need to appear, but the tracking impression pixel needs to fire. Ad blockers prevent both from loading - meaning no ad $ for that user’s session.

Today, if pubs want to monetize the ad blocker users, there are few ways. One path is to pay to have ads whitelisted by ad blockers (aka, not blocked) - for instance Adblock Plus is reportedly paid by Google to display their ads.

This could be done joining the Acceptable Ads program (AA), a non-profit founded by Eyeo, the creator of AdBlock Plus and meet their standard.

For companies with more than 10 M affected monthly imps, AA charges a 30% cut of all incremental revenue gained from being whitelisted. Of course, large pubs view it as a form of extortion.

Another way is to find a new monetization route, such as a membership/subscription, or the pub can view lost revenue due to ad blockers as a cost of doing business.

However, probably the best way to face this issue is simply putting people first.
#AdTech

Programmatic Spends in 2019

Currently, #programmatic accounts for 82% of digital display ad spend and is still growing year over year. The "open auction" - which is the auction method determined by the principles of RTB (no Deal ID needed, one-to-all participation, with non-guaranteed volumes and prices) - will hit $49.8 billion in 2019 (not including walled garden O&O), according to Jounce Media.

Programmatic ad spend on the open internet (not including walled garden O&O, which industry reports often do) will hit $49.8 billion in 2019. Google, Facebook and Amazon are, each in their own way, bidding into nearly every programmatic auction that takes place across the open internet.Top walled garden ad buying platforms – Google Ads (formerly AdWords), Display & Video 360 (Google’s DSP), Facebook’s Audience Network and the Amazon Demand-Side Platform – will claim the lion’s share of that, around $33.6 billion.

Google will slurp up $24.4 billion in open programmatic ad dollars this year, mostly via Google AdWords with a little DV 360 thrown in. Amazon DSP to make $4.4 billion in open programmatic ad spend this year. Audience Network will net around $4.8 billion worth of programmatic ad spend this year.

Google, Facebook (FB) and Amazon are, each in their own way, bidding into nearly every open auction available, leaving independent #AdTech to fight over the remaining crumbs (in fact the non-walled garden share of RTB has declined by roughly $1 billion a year for the last 3 years).

In order to beat other AdTech players, the Triopoly are tapping into the ad network model (FB Audience Network, Google Ads, Amazon’s ad network) which surely gives them certain advantages when they participate in an open auction.

How do they do that?

1. They have direct publisher integrations (full inventory access and no middleman).

2. Performance focused - so they don't mind paying high CPMs, which keeps pubs happy.

3. Undisclosed margins.

Anyway, let's not forget that the non-triopoly digital ad spend is still a massive and growing market, which offers a lot of opportunity for independent Ad Tech players to succeed.

Big news: Google AdX (GAM) is going 1st price.

Big news: Google AdX (GAM) is going 1st price. This is a huge move from Google and big news for publishers. Publishers have seen a jump in their CPM's by such practice from SSP's like Index Exchnage etc. But Google shifting its SSP i.e Google Adx to first price auction is a big opportunity for publishers. But this does not guarantee a lift in CPM. Its upto publishers to use tricks to boost their CPM. Its high time for publishers to use solutions which will counter smarter strategies developed by DSP's like TTD etc. All the innovation happens at buyers end like bid shading etc. Its the time for publishers to come up something hashtag#adtech hashtag#publishing to counter bid shading etc so that they can see real value of their inventory and see CPM lifts coming from more transparent Adtech vendors.

https://adexchanger.com/online-advertising/google-switches-to-first-price-auction/

Frequently asked questions from Media Traders on Programmatic

1. Why should we deploy campaigns programmatically, when we get all data (e.g. user data, viewability, etc.) using 3rd party/Sizmek tags?

Answer – Programmatic buying & 3rd party tracking are 2 separate activities and provide different benefits to a marketer. DBM and/or other Demand Side Platforms (DSP) are used to buy display inventory in an automated way.

3rd party tracking tools like Sizmek are used as a independent verification for display campaigns and help track users/devices and enhance the targeting for subsequent campaigns. Tagging tools need to be deployed with buying platforms (DSP) to use the customer data.

Programmatic buying is the best/and most cost efficient way to buy media across online inventory. These platforms provide various targeting features are plugged into multiple online exchanges. Tagging mechanisms like Sizmek will need to be deployed on campaign URLs to collect user data. So both mechanisms work hand in hand.

2. I can still get audience insights if I don't use DBM. Why do I go programmatic then?

Audience insights for campaigns are one part. There is a buying platform needed to make media buys using these insights. A DSP is a great tool to make programmatic buys and provides benefits of time and money.

3. I can still access publisher inventory using GDN / AdX. Why premium programmatic with publishers?

GDN and AdX inventory on TIL will be remnant (low SOV) inventory after the premium inventory has been consumed. With Premium programmatic buyers can access viewable/ATF ad spaces as set rates. Providing access to rich audiences and campaign insights.

4. DBM does not give de-duplicated reach?

Frequency cap for campaigns can be set. Also DC campaign manager tagging can be deployed to reduce repeat impressions

5. We look at GDN mainly from a performance angle. How can we use publisher programmatic offerings as a substitute?

Buy PGs to grow top funnel users, open auction to re-market to them and drive conversion.

6. Is there any conflict with the Direct sales team if I give you business.

No conflict. Publishers are sorted in India as well. Buying programmatically is the future.

7. Can audiences collected in roadblocks and/or audience targeted campaigns be used on other platforms?

Yes, the cookie and device id’s collected from tags on roadblocks/audience buys can be used to re-target campaigns.

8. Can publishers host creatives and integrate adfraud and viewability measures on publisher side?

Yes creatives can be hosted at our end. Viewability and Ad-fraud controls are usually deployed on the buy side.  We can deploy the same at an additional fee.

9. Why should we work with DBM as they charge a platform fee, App Nexus does not charge the same?

DBM has the most sophisticated targeting parameters as well as access to the most number of exchanges.

10. We already have all the data we need from our tags/sizmek etc on the campaign insights and viewability and various other parameters, then why should we do programmatic campaign?

DBM & Sizmek are platforms with different capabilities. DBM is a demand side platform (DSP) from Google, whereas sizmek is an adserving/tracking platform. Use of collected data from sizemek (cookies/device ids) will only enhance the targeting possibility of buying media programmatic via DBM.

DBM has access to more than 80 exchanges, which makes it superior in terms of reach, third party data and targeting our premium audience.

11. What extra things do we get by using DBM ?

You can consolidate all your media buys be it open auction or deals. It will help you to reduce duplicated reach. Hence campaign effectiveness more.

12. If your tech is at par or the insights you provide are at par of what we already have, do you provide us cost benefit?

Depends on the volume & commitment of business.

13. Can we serve native ads programmatic?

Yes.

 14. Even though you say there is no price difference between a Direct & Programmatic RB, we still have to pay a DBM fee to execute the campaign programmatically, can we get a better price from you to do this via PG?

Yes, depends on the volume & commitment of business.

15. Can we execute fixed integration's programmatically?

If you are referring to Road blocks, then yes. Else, please elaborate fixed integration's!

16. Do you allow for custom Moat reporting? Is Moat analytics allowed for Display Banners as well?

All top verification vendors are integrated within your DSP and you can pull these reports on your own.

17. Can we only deploy ad units with high viewability(ATF only) for our Media Plan?

Yes, this can be done.

18. What is the advantage of doing PG deals with the publisher when we can also do PG deals with Google (including multiple publishers) via DBM. Is there a cost benefit in doing so?

Answer –

Point 1 –Access Premium inventory with 100% SOV and targeting controls from sell side can be configured for these buys.

Cost benefits depends on the volume and commitment of business.

Google Brings the Next Generation of Online to Offline Attribution

Google Brings the Next Generation of Online to Offline Attribution. Google is enabling a more accurate attribution to ad sales for the companies who advertise by linking online ads with offline purchases. Conversion rate (Online+ offline) will speak for for the success of Store Sales Measurement feature which Google will offer. I think its a win win situation for both Advertisers as well as consumers. By the time someone thinks about it Google already 70 percent of US credit and debit cards transactions through third-party partnerships. Heard about something similar going on in DE by some DSP and a giant retails chain but I think it would have been stopped due to fear of GDPR etc. Individual items that a consumer purchases will not be shared but the data will be available on a merchant level which will be a bigger proof of concept for bigger advertisers who have been raising question about efficiency of digital medium.It will also put a full stop to advertisers queries that I just accept the CTR and hope a certain percent of the people who visit my website will end up buying anything offline?

Source:- https://bit.ly/2LJ6bEE