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