It’s been one week since the highly anticipated Cannes Lions 2024—the event of the year for advertising and creativity. We are excited to present our top five takeaways from the event, revealing the industry’s priorities for the year ahead.
Navigating the post-cookie era
One of the pivotal discussions at Cannes Lions 2024 centered around signal loss and identity resolution. The industry is grappling with the impact of third-party cookie deprecation, driving a move toward alternative identifiers such as Unified I.D. 2.0 (UID2) and ID5, and contextual targeting. This shift aims to uphold accurate audience targeting while addressing privacy concerns through authenticated forms of identity. Brands and agencies are actively exploring these new strategies to replace traditional cookie-based methods with stable, privacy-compliant solutions.
First-party data providers are also seeking data onboarding solutions to navigate this transition. They need streamlined integration processes, comprehensive ID-matching capabilities, and transparent pricing structures.
Fortified by our roots in offline data and significant investments in our Graph, and our newest offering, Third-Party Onboarding, you can count on Experian’s solutions to maintain strong signal coverage in a cookieless world so you can have uninterrupted, effective marketing.
Unifying targeting across TV platforms
Another focal point at Cannes Lions 2024 was the challenge of navigating TV fragmentation. Advertisers strive for unified targeting across diverse TV platforms, including connected TV (CTV) and traditional linear TV. They emphasize integrating data sources and ad servers to reach audiences across these platforms. CTV continues to stand out in conversations as a crucial and expanding area for advertising, offering new opportunities for targeted campaigns and broader audience engagement.
We’re fueling the expansion of CTV advertising through our signal-agnostic Graph, which seamlessly integrates CTV IDs, universal identifiers such as UID2, IP addresses, and mobile ad IDs (MAIDs) for targeted campaigns. Our newest offering, Third-Party Onboarding, also provides connectivity to more than 10 TV destinations.
Transforming marketing with AI
We would be remiss not to mention the hottest topic at Cannes Lions 2024, the transformative power of AI within data and identity. Discussions highlighted AI’s pivotal role in revolutionizing marketing strategies by enhancing campaign planning, dynamic optimization, measurement, and analytics. AI is not just a tool; it enables marketers to work smarter and faster. With real-time data enrichment, AI will empower marketers to manage large-scale campaigns with unprecedented efficiency and precision.
Marketers envision a future where AI seamlessly integrates into every aspect of their strategy, from understanding and predicting consumer behavior to automating personalized engagement. They see AI as the key to unlocking new levels of precision and efficiency, allowing them to adjust real-time campaigns based on consumer interactions and preferences. This vision includes using AI for deeper audience insights, ensuring that every marketing touchpoint is relevant and impactful.
Striving for strategies for proven ROI
Discussions on measurement at Cannes Lions 2024 focused on how measurement metrics are evolving to keep pace with industry changes. Cross-device, multi-touch attribution, and outcome-based metrics like consumer lifetime value and conversion rates are becoming more important. Accurate measurement is critical for demonstrating campaign impact and optimizing future marketing efforts.
These developments reflect a shift toward more sophisticated measurement practices to optimize marketing strategies and prove tangible ROI.
Through our Consumer Sync solutions, you can improve your attribution quality to understand the true path to conversion by linking all digital touchpoints to a single person.
Creating integrated consumer experiences with retail media networks
Retail media networks (RMNs) are becoming more integrated and connected. Their goal is to provide consumers with a unified online and physical store experience and create a comprehensive marketplace where retailers can work together and use shared data to better reach and engage with their audiences.
“Throughout the conversations, it’s been clear that there’s a lot of demand and interest in building and growing retail media networks. What strikes me is that Experian products, both across identity and data, can be a big support to help grow and fill in these gaps.”
budi tanzi, vp, product
Discussions at Cannes Lions 2024 emphasized how collaborations with technology providers and industry groups can help set measurement standards and ensure transparency. These partnerships can enable RMNs to expand their reach and compete with larger advertising platforms, driving industry growth and innovation.
Experian offers comprehensive solutions for RMNs. Our Profile Insights and Enrichment tools offer valuable customer behavior insights, driving smarter inventory management. We enhance ad targeting beyond item-level purchases with accurate data and syndicated audiences, aligning with broader media strategies. Third-Party Onboarding enables expansion beyond owned and operated inventory, supported by our Graph for enhanced connectivity.
“Data providers are excited to eliminate digital hops in their data flow using Experian Third-Party Onboarding. Third-Party Onboarding is uniquely set up to reduce friction for third-party data and the ecosystem in general.”
adam kobus, director of data partnerships
Experian events at Cannes Lions 2024
This year, we hosted a kick-off happy hour, content studio, and members of our team joined various panels across the Croisette. Here’s a recap of our week at Cannes.
Experian’s kick-off event with Audigent and LG Ad Solutions
To kick off the week, we co-hosted a happy hour with Audigent and LG Ad Solutions. At our sold-out event, attendees enjoyed a live performance from St. Lucia.
Content studio
We interviewed 27 thought leaders across the industry in our content studio. Our interviews covered topics like:
• Signal loss
• Connected and linear TV
• Data collaboration
• Future of addressability and personalization
• Retail media networks
• And more
We’ll be sharing more from our content studio over the coming months. Follow us on LinkedIn or sign up for our email newsletter for the latest updates.
Panel participation
The Experian team participated in four panels throughout the week across the Croisette:
- Scott Kozub, VP, Product Management, joined the Brand Innovators panel, “Future of media,” where he discussed how media companies can adapt their content and distribution strategies to cater to changing consumption habits as media becomes more fragmented across devices and platforms.
- Kimberly Gilberti, Chief Product Officer, joined OpenX’s panel, “Unlocking addressability: Navigating the post-cookie era,” to discuss the prevailing strategies for achieving addressability in a cookieless world.
- Budi Tanzi, VP, Product, participated in Audigent’s panel, “Curation in regulated industries,” where they talked about why curation is effective in regulated markets like finance and health.
- Rachael Donnelly, Chief Marketing Officer, joined The Female Quotient in the Equality Lounge for their panel “Emotional agility: Leading beyond the double standard,” where they explored the power of diverse storytelling and its impact on audience engagement, brand building, and the bottom line.
Let’s keep the momentum going
As we wrap up another exciting week at Cannes Lions, the discussions have shown us the potential for innovation in signal loss, TV fragmentation, AI, measurement, and retail media networks. These topics pave the way for a more connected future in advertising. Which trends are you most excited about? Let’s continue the conversation! Reach out to us, and let’s dive deeper into these topics together.
We understand that customers may be experiencing uncertainty with their marketing strategies with Oracle’s exit from advertising. Experian is one of Oracle’s primary data providers powering their audiences. We can help marketers easily make the switch from Oracle audiences to Experian audiences without changes in advertising effectiveness or efficiency.
We have mapped Oracle audiences to Experian audiences to make it easy for you to switch your campaign targeting to Experian. Reach out to your account representative or our audiences team for information about audience mapping and finding the most relevant Experian audience for your campaigns.
Latest posts
What is the most valued asset an advertiser has? Is it their brand? Is it their inventory? Is it their ever-improving website? The answer is simple – it’s their CRM file. Without it, nothing else matters. People have several options when it comes to the wide variety of products and services in the marketplace, so advertisers need to communicate with their customers in a relevant manner through media channels their customers prefer. This creates a more pleasant experience for the customer, and the potential for a lifelong relationship. And the CRM file is the first part of that equation. The second part of the equation is quality, third-party information. When combined, advertisers can have a holistic view into the customer’s behaviors, preferences and interests – keys to relevant communication. And of course, Experian is here to help! OmniActivation is built upon Experian’s ability to leverage/match an advertiser’s own customer file including the names and addresses, email, phone numbers, social IDs, digital IDs, etc., with various media partners and destinations. As you can imagine, there is complexity in how each of these identifying points can be used for successful matching/targeting. For this article, we want to focus on the value of being able to match using the client’s names/addresses. Our clients have a common goal to ensure that they are sending the right messages/right offers at the right time to their customers to drive business and revenue. Matching (using name and address) is the ultimate means of being able to accomplish that goal. Experian has perfected the ability to match using names/addresses and has provided this support for decades to benefit our clients. Our matching expertise relies on the following three critical factors: Security: Experian ensures the security of any data by using encryption or secure transfer protocols in receiving data for matching projects. We understand the value of personally identifiable information (PII) and our high security standards reflect that focus. Accuracy: Our ability to match PII using custom logic and parameters ensures that we are identifying the most accurate matches. Matching PII between two files is the most direct and accurate way to target. We can identify PII matches based upon individual, household and address levels and have consistently outperformed our competitors on name/address matching standards. Confidence: Experian is a trusted third party for our clients and their most valued asset, their CRM files. While we know that the complexity of matching will continue to expand including all types of current and new digital applications, Experian is confident that the value of PII matching will continue to be a cornerstone for our clients to reach their customers.
The Tapad Graph Now Offered in Adobe Audience Manager, part of Adobe Analytics Cloud New York, NY — August 7, 2018 — Tapad, now part of Experian, is advancing personalization for the modern marketer, announced today that its proprietary Tapad Graph is now integrated with Adobe Audience Manager, part of Adobe Analytics Cloud, helping marketers expand their view of consumers and boost results through Tapad’s probabilistic solution. Tapad has been working closely with the Adobe Audience Manager team on this integration. With the Tapad Graph integration, customers based in the U.S. and Canada can use the Tapad Device Graph to expand the reach of audiences defined and activated in Adobe Audience Manager to extend first- and third-party data and deliver personalization across paid, earned and owned channels, publisher sites, programmatic, and more. Tapad worked closely with Adobe to develop the integration, allowing marketers to enable first-party data that has been previously tied to cookies and mobile. This offering has been beta-tested by leading organizations across retail, financial services, telecom providers, and more. “We're excited to publicly announce the solution our team has been closely designing over the past 12 months with Adobe,” said Chris Feo, SVP, Global Data Licensing and Strategic Partnerships at Tapad. “This solution will give marketers in the U.S. and Canada the ability to unlock increased value from Adobe Audience Manager through the power of the Tapad Graph and its ability to expand customer prospects.” Tapad has repeatedly proven its ability to provide marketers with a unified view of the customer across channels and screens. With the Tapad Graph, a global identity graph that currently supports more than 100 enterprise customers and 200 integration partners, marketers can extend their reach and customize messages based on user and household-level data. Contact us today
Marketers Can Now Harness The Tapad Graph In Concert With Twine’s Vetted, Verified TrueData™ Identity Graph. Los Angeles and New York – August 2, 2018 – Tapad, now part of Experian, is reinventing personalization for the modern marketer, today announced that it is partnering with mobile data leader Twine Data to bring Twine’s hundreds of millions of deterministic mobile identity connections to The Tapad Graph. Together, the two companies will create one of the largest portable identity graph & CRM onboarding services in the U.S., through the integration of Tapad’s best in class cross-device capability and Twine’s deterministic identity graph. "Twine is a respected player in the onboarding space", said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "Through Tapad and Twine’s partnership, our clients can now use their first-party CRM data to leverage the full power of The Tapad Graph — fueling a wide range of data-driven marketing use cases, including audience extension, attribution, and personalization." At the core of one-to-one marketing and true personalization is identity resolution. For marketers, the ability to accurately and safely connect customer activity across desktop/laptop, mobile, CTV, tablets, as well as CRM and offline touchpoints is ultimately what enables informed and personalized future conversations with each customer. Tapad is known for the precision, accuracy, and scale of their cross device connections, setting them up as an ideal partner for Twine’s TrueData deterministic identity graph. “We believe that by combining Tapad’s renowned cross-device connectivity and our deterministic identity graph, marketers will finally be able to seamlessly segment users based on digital and offline behaviors as well as easily distribute those audiences to both DMP and DSP environments for personalized messaging,” said Elliott Easterling, CEO of Twine Data. With this partnership, Tapad will build a client's cross-device graph off of identities onboarded by Twine from a client's offline CRM. The resulting identity graph can either be delivered directly to brands looking to host their own identity graph, or can be leveraged in a managed fashion for marketers looking for simple connectivity of their offline CRM audiences to their DSPs. To date, Twine & Tapad have seen full connectivity rates* for CRM segments from advertisers at between 259 percent and 322 percent at major DSPs. *Full Connectivity Rate is defined as {total unique desktop, laptop, and mobile devices active at DSP} / {unique CRM users in original audience post cleansing}. It represents the final match rate of the clean audience in CRM format to onboarded audience at a client’s DSP instance. This metric encompasses Twine’s onboarding & linkage validation and Tapad’s cross-device amplification. Contact us today About TapadTapad, Inc. is the marketing technology company reinventing personalization for the modern marketer through its identity-driven solutions. The company's signature Tapad Graph connects millions of consumers across billions of devices. The world's largest brands and most effective marketers entrust Tapad to provide an accurate, privacy-conscious and unified approach to connecting with consumers across screens. In 2018, Tapad introduced its Tapad Customer Data Platform (CDP), purpose-built to offer marketers a highly personalized and privacy-safe platform to convert first-, second- and third-party data into actionable, results-driven campaigns. Tapad is based in New York and has offices in Chicago, London, Oslo, Singapore and Tokyo. Tapad's numerous awards include: Forbes' Most Promising Companies, Deloitte's Technology Fast 500, Crain's Fast 50, TMCnet Tech Culture Award and Global Startup Award's "Startup Founder of the Year." Tapad was acquired by the Telenor Group in 2016. Telenor Group is one of the world's largest mobile operators across Scandinavia and Asia. About TwineTwine is a mobile data platform that believes true, honest, accurate data is the fuel that helps our partners grow their businesses efficiently and effectively; Twine’s TrueData is used by brands, agencies, and ad tech partners across the country and across the globe. Twine’s app publisher partners generate revenue while maintaining control over their data; their marketer partners get comprehensive, high quality mobile targeting and intelligence. To learn more about Twine, visit www.twinedata.com.