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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Tapad expands linear TV analytics solution, enabling optimal reach and frequency across TV and digital platforms NEW YORK, Jan. 24, 2017 /PRNewswire/ — Tapad, now a part of Experian, has partnered with WideOrbit, the leading provider of advertising management software for media companies, to develop the industry's first programmatic TV-buying platform powered by a device graph. Tapad is the leading provider of unified, cross-screen marketing technology solutions and was first to market with a device graph, the Tapad Device Graph™. WideOrbit's robust supply platform and industry-leading footprint offers access to premium TV inventory on top networks, reaching more than 99 million households across local affiliates. The partnership pairs Tapad's demand-side technology with WideOrbit's supply-side inventory. As a result, marketers can leverage cross-device audiences in their TV buys for the first time. Additionally, integrating the Tapad Device Graph™ with digital feedback loops and audiences both accelerates optimization and enables precise audience discovery for TV marketers. "The integration of WideOrbit's quality TV supply takes orchestrated cross-screen media buys to the next level," said Marshall Wong, Tapad's SVP of TV market development. "Marketers can now optimize TV campaigns within days instead of weeks. This also untethers them from buying against generic demographics like age and gender. By allowing brands to employ their own CRM or third-party data, we can move them much closer to audiences who will take action." "Integrating Tapad's device graph with WideOrbit's programmatic marketplace delivers enormous value to marketers looking to add TV to cross-device campaigns," said Ian Ferreira, EVP of programmatic at WideOrbit. "Television still delivers the most efficient reach of any medium, and Tapad's platform now allows marketers to purchase premium broadcast inventory that extends the power of cross-screen campaigns to TV with a single, unified solution." "Our clients build lasting relationships with consumers through thoughtful and pioneering marketing," said Jeff Giacchetti, VP of digital at Mediavest Spark. "The strategic partnership of demand-side technology and supply-side inventory makes it easier for brands to find efficient, incremental reach and are critical in this endeavor." For more information about Tapad's cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync Contact us today!
The top of the year is always a great time of reflection. As our team has been excitedly preparing for our first webinar of 2017, I’ve been able to reflect on the many changes I’ve seen happen internally and externally in the digital marketing landscape, especially those related to shifting roles and breadth of knowledge. Nearly twenty years ago, when I was first getting started, most marketers knew the four Ps (price, product, promotion and place). We used to be able to come up with ideas, execute in a couple of channels, pop a bottle, and celebrate success. Tech folks tended to develop software based on requirements developed by project managers and engineers, and congratulated themselves when a project was fully tested, and delivered on time and under budget (with few, if any, bugs). Then came the big disruption of the digital age. And the lines between marketing and technology became blurred. The marriage of marketing and technology increasingly requires shared responsibilities and deeper knowledge of both areas. Marketers must be much more versed in technology and how it exists to provide support in reaching distracted and elusive customers. Developers must understand fundamental marketing concepts and be open to approaching enhancements based on how a new feature would solve real-life marketing challenges. If either of these stakeholders say “that’s not my job”, and refuses to learn, the brand’s ability to provide a consistent, customer-centric experience will suffer. Ultimately, no matter how many systems are in place, human beings—from your internal team to your audience—guide programs. That being said, personal development—from classes to reading books and blogs to networking—is critical and something you MUST make time for, whether you’re the email marketing manager or the director of product development. But let’s be real: in the busyness of daily life, you probably can’t get away from your desk for lunch most days. However, even if you have to slot time on your Outlook calendar, it is worth it in order to foster a broader and more accurate view of your program and the industry. This curious and thirsty mindset is also a top predictor of success (assuming you aren’t born into a dynasty). Don’t believe me? The greatest minds of our time, from Warren Buffett to Oprah Winfrey spend a LOT of time on personal growth through a very simple activity…reading[i]. So how can you be a lifelong learner, build your skills and stand out from the crowd professionally? Take your growth by the reins and do the following: Attend webinars: There are webinars related to everything from how to give webinars, to specific areas including contextual marketing and testing. Tip: Try not to multi-task during the webinar, to be sure you are fully immersed in the content. Attend industry conferences: Get around likeminded people who speak your language. Be inspired and challenged by learning what they do in their own verticals, and repurposing it to fit your audience, as appropriate. Blogs, whitepapers: At least bi-weekly, take time to expose yourself to thought leadership. I get a lot of great ideas and industry knowledge from what others talk about—not that I always agree, but that’s the point: surround yourself with other ideas. But remember, you only get to know those ideas by purposefully exposing yourself to them. Internal relationship building – My mother’s example at work became my template once I joined corporate America. She got to know everyone on campus at Loyola Marymount, from professors to nuns, staff and students. It gave her a great idea of who did what outside of her wheelhouse, and expanded her overall knowledge. It has served me well to get to know everyone in my organization – in speaking with tech folks, I gain a deeper understanding of how our software works and what the plans are, and vice versa (they get more insight as to how we are actually using our technology, and what would truly be helpful on a daily basis). In your own organization, you’ll learn to navigate personalities and roles when you seek out colleagues who are communicating with your audience across other channels. Ideally, you’ll be able to share resources, gain inspiration, and build efficiencies all around. Don’t forget – you are an important part of your company’s success and, just like your marketing programs and technology enhancements, you must also be continually developed. I dug more into personal development and how it fits into your overall campaign strategy in our January webinar, Trends are Dead Ends: Create a clear road to success with our 2017 planning tips. My co-host was Justin Foster, co-Founder of Liveclicker, and we took a deep dive into tried and true strategic and tactical tips to help make you and your marketing programs successful in the coming year. Our webinar definitely steered away from trends and towards the basics, and being a lifelong learner is a basic for success. If you didn't get a chance to catch it, you can view it here! [i] Observer article, “Bill Gates, Warren Buffett, and Oprah Winfrey All Use the 5-Hour Rule” by Michael Simmons
Global Engineering Team Staffing Up New Oslo Hub; Nordic Operational Team Also Slated for Q1'17 NEW YORK, Jan. 11, 2017 /PRNewswire/ — Tapad, now a part of Experian, the leader in cross-device marketing technology, is opening an office in downtown Oslo, Norway, effective January 16, 2017. This development reflects Tapad's continued growth following its acquisition by the Telenor Group in early 2016. Tapad Oslo will be comprised of a globally-focused engineering team as well as an upcoming operational headquarters for the region. Jeff Olchovy, a senior Tapad developer and one of its earliest employees, will forge the company's Nordic engineering presence by supporting the build-out of the team. The initial hiring plan of more than 20 open positions includes roles such as Head of Engineering, Senior Software Engineers and Solution Engineers. Plans for Tapad's Nordic Region business line, including its leadership, will be announced within the first quarter of 2017. "Given the caliber of technical talent and our extensive network in the region, Oslowas the logical choice at this stage of our growth," says Dag Liodden, Tapad CTO and co-founder. "This enables us to continue building out our innovative team on a global scale in a region that is close to our hearts and minds." In collaboration with its New York-based developers, Tapad's Oslo-based engineers will continue to advance the company's renowned product portfolio, such as the Tapad Device Graph™. An early adopter of Scala and big data processing technologies, Tapad has long been an influencer in U.S. tech. "As the head of our platform group, which daily processes several petabytes of data and is the foundation for all of our real-time systems, Jeff is a highly respected engineer," said Pål Høye, Tapad's senior vice president of engineering. "Given his experience and skillset, he is ideally suited to find and lead an innovative team focused on building the industry-leading products we are known for." Tapad has 15 offices in six countries with more than 200 employees worldwide. For more information on Tapad and to explore open positions, visit www.experian.com/careers/ In 2016, Tapad launched an entrepreneurial mentorship initiative, the Propeller Program, which selected five Norwegian startups to share Tapad's New York Cityworkspace, receive C-level guidance and help establish a U.S. presence. To learn more about the Propeller Program, visit www.tapad.com/propeller-program. About TapadTapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. With 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers and technologies to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. In 2015, Tapad began aggressively licensing its identity management solution, the Tapad Device Graph™, and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit,Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco and Toronto. Tapad's numerous awards include: EY Entrepreneur of The Year (East Coast) 2014, among Forbes' Most Promising Companies two year's running, Deloitte's Technology Fast 500, Crain's Fast 50, Entrepreneur 360, Digiday Signal Award, iMedia ASPY Award and a MarCom Gold Award.