Every year, the Experian team attends the Consumer Electronics Show (CES) in Las Vegas, to immerse ourselves in the world’s most significant consumer tech showcase and stay at the forefront of the latest technological advancements and innovations that shape the AdTech industry. This year’s event was a vibrant melting pot of innovation and vision, from streamers taking a bigger bite of the advertising pie to the emergence of AI-powered solutions and drone delivery services. Amidst these advancements, the dynamic interplay of technology, media, and advertising raised important questions, especially in the context of evolving regulations and cookie deprecation.
During CES, we captured insights from various thought leaders, and in the coming months, we’ll be sharing these valuable perspectives with you. Watch the video below for full insights coming from our content studio onsite during the event.
Or, keep reading for a recap on four key trends from CES and what they mean for your business in 2024!
“My first CES was a major success. You could feel the buzz in the air as new ideas and partnerships were being created within and across industries. The intersection of the different players within retail media, connected TV, retail technology, the demand and supply-side, and agencies all in an ever-changing world of regulation and privacy begs for a solution that can maximize a successful outcome for all.”
anne passon, sr director, sales, retail & cpg
1. Audience targeting: How first- and third-party data work together
A central theme at CES was the importance of audience targeting, highlighting the crucial role of first-party data. However, it’s clear that to maximize its potential, this data needs to be augmented with sophisticated identity solutions and enriched with third-party insights, all while navigating the complexities of privacy regulations. This integrated approach is vital to understanding audiences and for creating more effective marketing strategies that comply with privacy regulations.
2. Standardizing metrics in retail media networks
The challenges around retail media networks, particularly in terms of standardizing metrics like incremental return on ad spend (iROAS), were a hot topic at CES. This complexity around this topic underscores the need for neutral, expert third parties to help bring clarity and consensus, aiding businesses in navigating this multifaceted domain.
3. The challenge of switching data solutions
Discussions covered the broader challenges associated with transitioning to new data solutions. For businesses, this involves a critical assessment of the benefits versus the costs and complexities of adopting new platforms or systems. This decision-making process is increasingly significant as data strategies become integral to marketing success.
4. Identity solutions in a cookieless future
With the industry moving toward a cookieless future, the spotlight at CES was on the importance of robust identity solutions. Understanding the functionality and necessity of various universal IDs is essential to minimize data loss and maintain effective targeting. Investing in flexible and adaptable identity solutions like the Experian Graph is essential to maintain effective targeting and audience engagement in this new landscape.
Announcements and advertising innovations at CES 2024
CES was a stage for significant announcements and innovative marketing initiatives:
- Criteo and Albertsons announced their collaboration in retail media.
- Instacart’s partnership with Google for enhanced shopping ads and AI shopping carts.
- NBCUniversal’s advancements in streamlining programmatic advertising.
Brands like Netflix, LG, Freewheel, and Amazon Ads also captured attention with their creative marketing strategies, ranging from unique collaborations to themed promotions and captivating events.
These insights from CES provide a glimpse into the future of technology, media, and advertising. They highlight the need for adaptability, innovation, and informed decision-making in these dynamic industries, especially in the context of privacy regulations. Stay tuned for our series of posts where we’ll dive deeper into these topics, sharing exclusive insights from industry thought leaders.
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As today’s digital landscape gets more and more complicated there are more ways for brands to connect with users and drive purchases and more ways for ad tech to target and measure those touch points. As in-person shopping picks up steam due to the re-normalization of society post-COVID 19; the connection between digital ads and in-person purchases needs to be made once again. With the rise of Connected TV throughout the pandemic there are even more digital opportunities to target a user. But how do you make sure that those brand engagements are captured and correctly attributed to offline purchases and conversions? The answer lies in a holistic identity resolution strategy. Cross-device identity resolution with The Tapad Graph connects the identifiers and devices of individuals within a household to each other; enabling targeting, frequency capping, extension, segmentation and measurement or attribution between devices; including Connected TV and hashed (privacy-protected) email addresses along with Cookies, Mobile Ad Ids and IP Address. Brands can join their first-party data to The Tapad Graph to execute strategies that connect online and offline data for pre, mid and post-campaign efficiencies. Let’s imagine a scenario in which an outdoor retail brand is targeting users watching specific content on a Connected TV device. Powered by identity resolution, they start with a general ad on CTV and continue targeting down individual paths with each user. When one of them converts in store and makes a purchase; the outdoor retailer can connect that action through location and in-store traffic data with the cross-device identity resolution used to execute the digital campaign. Now the actions of the user online and offline are resolved for more accurate measurement and attribution after the campaign ends. But it doesn’t stop there– the brand's CRM data can be reactivated for the next digital campaign and leveraged to capitalize on the most effective media mix for the user who made the purchase previously. These combined insights can be invaluable in shaping up future campaign strategies with geo-contextual ads, recommended additional products and personalization to help drive more conversions and purchases in-store or online. As in-person shopping picks back up and marketers are tasked once again with balancing online and in-store KPIs, the right identity resolution strategy can unlock necessary efficiencies for retailers, ad tech vendors and agencies tasked with supporting these initiatives. Get started with The Tapad Graph For personalized consultation on the value and benefits of The Tapad Graph for your business, email Sales@tapad.com today!