The digital advertising landscape has undergone a seismic shift in recent years. Privacy-conscious consumers, transformative regulations, and emerging technologies are converging to redefine how addressability — the ability to accurately reach a specific audience — functions in this new era. Addressability is a cornerstone of digital advertising, and its evolution presents both challenges and opportunities for publishers and advertisers alike.
The need for enhancing addressability is driven by a complex set of factors. More consumers are opting out of data sharing or disabling cookie-tracking, leading to a drastic reduction in the reach of traditional programmatic advertising. Nearly 70 percent of consumers are now unreachable through these conventional methods, creating an ‘addressability gap’ that publishers and advertisers are eager to bridge. The landscape is further complicated by privacy regulations such as General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), which mandate solutions that balance user privacy with advertisers’ needs.
Contributing to this intricate mix is the growing shift toward video and connected TV (CTV). These platforms have long operated in a cookie-less environment and are witnessing rising demand due to their engaging nature and broad reach. However, the attractiveness of these mediums to advertisers hinges on effective addressability, highlighting the urgent need for innovative audience identification and targeting methods.
The emergence of data enablers and collaborative initiatives
Data enablers like Experian are stepping up to meet this need. These companies are providing robust, privacy-compliant data resources to improve addressability. Experian’s unique approach to identification, the Living Unit ID (LUID), is a key tool in bridging the current gap in reach.
How Experian and Microsoft Advertising are redefining addressability
We recently expanded our collaboration with Microsoft, to make our extensive data resources available through Microsoft Advertising’s data marketplace. This collaborative initiative represents a significant move, offering a compelling model of how data enablers and buy-side and sell-side platforms can work together to redefine addressability.
The benefits of this arrangement extend to all stakeholders in the ecosystem. Advertisers using Microsoft Invest can now access Experian’s audience data. This not only enhances the granularity of their audience targeting but also broadens the reach of their campaigns. Experian’s identity spine also serves as a robust framework to extend the value and reach of advertisers’ first-party data.
For publishers, the accessibility of Experian data on Microsoft Advertising’s data marketplace opens the door to greater addressability in their inventory, enabling them to offer advertisers more addressable impressions. This then amplifies the value of their inventory, potentially increasing their overall yield. For advertisers, this integration facilitates access to highly relevant audiences while simplifying campaign setup and respecting user privacy.
We can help you carve a new path toward addressability
In the ever-evolving landscape of digital advertising, such collaborative efforts are becoming critical to ensure that advertising remains effective for brands, profitable for publishers, and respectful of consumer privacy. This model of cooperation and innovation is essential to navigate the challenges of a privacy-centric, cookie-less world and unlock the true potential of every media channel.
With collaborative initiatives and innovative solutions, the industry is set to transform these challenges into opportunities, carving a new path toward addressability that respects privacy and delivers value for all stakeholders. Connect with us to learn more about how you can access our data in Microsoft Advertising’s data marketplace.
To learn more about our partner Microsoft Advertising, visit their website.
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Over the past two decades, marketers were consumed with the Millennial generation. Those individuals born between 1980 and 1995 represented a new set of consumers to the market with very different attitudes, behaviors and purchase decision styles than had previously been seen. Marketers invested significant capital to learn about Millennials and transformed their marketing strategy to better reach and attract them. Those that did this successfully were able to grow their business and extend their footprint to a new group of consumers. Now, as we enter a new decade, another generation of individuals is entering into the market and represents the future customer for marketers. Understanding who these consumers are, how to best reach them, and how they make purchase decisions will help marketers reach this new audience and grow their business more effectively. 1. Who is Generation Z? While definitions have varied from different publications, Generation Z is generally defined as consumers born between mid-1990s through early 2010s. Here, we define generations as the following: According to Kasasa, this group represents about 74 million consumers, which is similar in size to other generations.[i] Information on Generation Z is limited since many are still considered minors. However, resources such as syndicated surveys have provided some thoughts about their general attitudes that can begin to provide insight. Key Takeaway: Get to know Generation Z. They are big, they are coming, and they will likely be the future consumer you will need to attract. 2. How is Generation Z Influenced by Technology? Very much so. Generation Z individuals received their first mobile phone at age 10.3 years and spend an average of 3 hours each day on their device.[ii] They have no real understanding of what life was like before the internet. They are active users of smart phones, apps, and social media, and frequently use technology before making decisions. The internet is very important to Generation Z – they meet people, share information about themselves, get their entertainment, relax, and enjoy going online in their free time. Generation Z respondents were more likely than other generations to agree with the following statements: “I like to keep my personal Internet pages updated with information about my life.”“The internet is a good way to meet new people.”“The internet is a main source of entertainment for me.”“Going online is one of my favorite things to do with my free time.” Additionally, the mobile internet, which includes accessing social media and apps through a hand-held device, is even more meaningful to the Generation Z consumer. Generation Z respondents list the following as what the Mobile Internet means to them: “Pure entertainment”“A good escape”“Relaxes me”“Puts me in a good mood”“Keeps me up-to-date with the latest styles and trends” One result of this is how much more connected Generation Z feels with each other, and with celebrities. They actively follow and interact with their friends or celebrities through YouTube, TikTok, Twitter, Instagram, Snapchat or other social media tools. As a result, they are much more influenced by celebrities than other generations. Key Takeaway: Generation Z will be a heavy user of technology and are influence by each other and celebrities. They will expect your products to be accessible through mobile devices. 3. What media channels are best for reaching Generation Z, and what are their decision-making characteristics? To improve marketing effectiveness, marketers must know how to reach their consumers. Two significant dimensions of reach are (1) the preferred channel the consumer uses to gain awareness about a product; and (2) the decision-making style the consumer employs. Using Experian’s TrueTouchSM, marketers can learn this and develop a marketing communication strategy for improved reach. Generation Z is much more engaged through digital media. More than 3 out 4 Generation Z respondents listed the following as their preferred engagement channel: Streaming TVDigital DisplayRadio (including streaming radio)Digital VideoMobile SMS More traditional channels such as email, direct mail and traditional newspaper were ranked very low, indicating that reaching Generation Z will require marketers to move away from more traditional media channels to influence these consumers. Decision-making styles were also different for Generation Z. The most frequent Experian TrueTouch Decision-Making Styles among Generation Z respondents were: Brand loyalty was the least frequent response among Generation Z. This indicates that Generation Z may not have an automatic affinity to a brand, and that marketers may have to demonstrate its value to influence these emerging consumers. Key Takeaway: Digital media will be a key for reaching Generation Z, and marketers will have to adapt away from traditional media to influence these consumers. While recreational and “In the Moment,” Generation Z does not have loyalty to specific brands, considers what goes into products, and researches different websites and online reviews before making a purchase. In summary, Generation Z is an emerging group of consumers that will challenge marketers to think beyond traditionally successful marketing tactics. These consumers were born into a digital age, and are heavily influenced by social media, whether it’s recommendations from friends, or celebrities that endorse a certain product. This influence requires marketers to communicate more digitally, and less from traditional media like direct mail, email and newspapers. Finally, marketers will need to be aware these consumers will make purchase decisions based on research from other websites and online reviews, look for new things particularly those made with natural ingredients, and are not necessarily loyal to established brands. Knowing this will help marketers develop strategies and make the necessary investments to reach this group more effectively. [i] “Boomers, Gen X, Gen Y, and Gen Z Explained,” Kasasa, July 29, 2019. https://www.kasasa.com/articles/generations/gen-x-gen-y-gen-z [ii] Ibid
Tapad's digital identity resolution offering enables Gimbal's platform to provide expanded insights for campaign optimization to U.S. brand and agency clients NEW YORK, Feb. 11, 2020 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, announced their partnership with Gimbal, a leader of location-powered marketing and advertising solutions. Gimbal now leverages Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, to further enhance its footfall attribution solution, Arrival. Arrival delivers dwell-based attribution for in-store foot traffic and by leveraging the Tapad Graph, Gimbal provides customers with a more holistic, attributable understanding of consumers across multiple devices, like desktop, smartphone, and tablet. With this, Gimbal's clients are enabled to make more informed media planning decisions for programmatic activations across the web, and mobile apps. "Today's consumers are utilizing their digital devices for research and comparison shopping before making a purchase. By leveraging The Tapad Graph, Gimbal's clients gain an even more complete view of the consumer decision journey across devices," said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "With the number of devices per individual rapidly increasing, understanding the customer decision journey is becoming more complex," said Kyle Wendling, SVP of Product at Gimbal. "We're excited to partner with Tapad to continue engaging consumers across multiple devices." To learn more about Tapad and our digital identity resolution products, visit our identity solutions page. About TapadTapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, Denver, London, Oslo, Singapore, and Tokyo. About GimbalGimbal translates location data into intent, measurement, and insights to help organizations transform their businesses, maximize marketing relevance, and humanize messaging for consumers. Gimbal is headquartered in Los Angeles and provides advertising and marketing technologies to the world's leading brands and retailers interested in understanding the physical world. To learn more, visit https://gimbal.com. Contact us today!
Tapad, part of Experian, integrates with AcuityAds' current offering will complement cross-channel capabilities for brands and agencies in the U.S. and Canada NEW YORK, Jan. 23, 2020 /PRNewswire/ — Tapad, a global leader in digital identity resolution, has partnered with AcuityAds, a technology leader that provides targeted digital media solutions for advertisers to connect intelligently with audiences. The partnership will enhance AcuityAds' existing cross-device solution, especially with respect to its cross-channel Connected TV offering. Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, will compliment AcuityAds' own cross-device data set for enhanced marketing capabilities across their Demand Side Platform (DSP). For AcuityAds, this provides customers with unduplicated reach across desktop, tablet, mobile and CTV devices – while augmenting their video offering. Tom Woods, Vice President of Products at AcuityAds commented, "With increasing marketing complexities, consumer device usage and new data regulations, our decision regarding the partnership was an important one. The Tapad Graph's privacy-safe identifiers for consumer notice and choice, as well as the ability to opt-out at any point, were critical factors in our decision who to partner with." Chris Feo, Senior Vice President, Strategy and Partnerships at Tapad added: "Our integration with AcuityAds' DSP should not only help marketers within North America optimize current cross-device campaign initiatives and performance, but also increase reach across additional digital screens long term. We are excited to expand our partnership with AcuityAds." To learn more about Tapad and our digital identity resolution capabilities, visit our identity page. About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph and its related solutions provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore, and Tokyo. About AcuityAds AcuityAds is a leading technology company that provides marketers a powerful and holistic solution for digital advertising across all ad formats and screens to amplify reach and Share of Attention® throughout the customer journey. Via its unique, data-driven insights, real-time analytics and industry-leading activation platform based on proprietary Artificial Intelligence technology, AcuityAds leverages an integrated ecosystem of partners for data, inventory, brand safety and fraud prevention, offering unparalleled, trusted solutions that the most demanding marketers require to be successful in the digital era. AcuityAds is headquartered in Toronto with offices throughout the U.S., Europe and Latin America. For more information, visit AcuityAds.com. Disclaimer in regards to Forward-looking Statements Certain statements included herein constitute "forward-looking statements" within the meaning of applicable securities laws. Forward-looking statements are necessarily based upon a number of estimates and assumptions that, while considered reasonable by management at this time, are inherently subject to significant business, economic and competitive uncertainties and contingencies. Investors are cautioned not to put undue reliance on forward-looking statements. Except as required by law, AcuityAds does not intend, and undertakes no obligation, to update any forward-looking statements to reflect, in particular, new information or future events. Contact us today!