As I walked onto the buzzing streets of Cannes for the first time, my senses were immediately captivated by the energy that filled the air. I’d heard plenty about Cannes Lions, the globally revered International Festival of Creativity, but being in the midst of it all was an entirely different ballgame.
1. A visual extravaganza
From the moment I woke up from my two-hour nap, (Seattle was a long way to travel to Cannes), I was awestruck by the grandeur of the festival. Usually known for its tranquil beauty, the city was alive and brimming with imagination. Massive installations, eye-catching billboards, and immersive media experiences were scattered over the two-kilometer stretch of La Croisette, transforming the city into a canvas of creativity. I saw firsthand how abstract concepts could be turned into palpable realities, especially those of Spotify, Yahoo!, and Stagwell’s Sport Beach with their basketball court with stadium seating setup.
2. Nuggets of wisdom shared in panels
The festival’s days were jam-packed with thought leadership panels – each a masterclass in the ever-evolving universe of AdTech. Fortunately, as a member of the Experian team, I didn’t have to travel far for unique panels; we hosted four panels throughout the week, and I was immersed in dynamic discussions about new trends, groundbreaking ideas, and the challenges ahead.
One recurring theme that resonated with me was the intricacies of authentically connecting with consumers. Finding genuine human connections amidst digital chaos can be challenging in today’s tech-driven world. These dialogues provided incredible insights into how we could maintain the delicate balance between personalization and privacy and effectively use artificial intelligence (AI) to enhance customer engagement without compromising the human essence in advertising.
3. Connect with your peers
If Cannes Lions is known for anything apart from its creative inspiration, it’s the unparalleled networking opportunities. The festival allowed me to interact with professionals from all corners of the world. Each exchange was not merely about exchanging contact details but building meaningful relationships. Will these first arcs lead to meaningful friendships? I sure hope so.
4. A comprehensive learning opportunity
The most crucial aspect of the festival was the immense opportunity it offered for learning. I found myself constantly absorbing new information and insights from the panels, every conversation, and every chance meeting.
5. Juggle your time
Effective time management was crucial for maximizing my Cannes experience, with many things happening concurrently. I would give myself a B- for this. During the day, when I had some downtime, I could have ventured to another panel, attended a networking event, or taken in a view of the city I didn’t get. That’s the biggest challenge, and the beauty of Cannes Lions is its unique blend of professional learning opportunities set against the backdrop of a picturesque seaside town, but how do you do it all?
6. Relish the experience
My week at Cannes was filled with intense learning, insightful conversations, and eye-opening experiences, leaving me mentally drained and intellectually stimulated (I think those can happen concurrently). The festival left me with a renewed appreciation of why we do what we do in the AdTech industry: supporting the pursuit of creativity, the drive for innovation, and the desire to forge meaningful connections.
Cannes Lions was more than just a festival – it was a week of stepping out of my comfort zone, gaining deep insights, and establishing relationships that I hope will last a lifetime. As I boarded my flight out of Nice, surrounded by adults with layers of event access bracelets, I was inspired and stacked with knowledge and ideas that will help drive meaningful marketing opportunities with our content and partnerships.
The grandeur, the learning sessions, the networking, and the profound lessons exceeded all my expectations. My week at Cannes Lions was unique, intense, insightful, and unforgettable. It was an experience I can’t wait to repeat!
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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. Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing. Latest posts
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Experian received top ranks for hashed emails (HEMs) and demographic data from Truthset Data Collective Advertisers, technology partners, and agencies are all chasing accurate data to power their marketing strategies. Turns out, not all data is created equal and unless you’re working with the right partner, high-quality data can be hard to find. That’s because accuracy can vary widely across the industry and the partner you choose is important. A recent study conducted by data validation company Truthset showed that 51% of the data used for ad targeting and audience measurement is wrong, with average accuracy rates ranging between 32%-69% across data providers. The data quality challenge The lack of high-quality data poses multiple challenges in the advertising world: Wasted ad spend: without accurate data at the start, marketers can’t reach the right audiences, resulting in wasted impressions. Privacy and compliance: in an increasingly privacy-centric world, advertisers need to be especially mindful of accurate targeting to avoid putting their brand reputation at risk. Poor campaign performance: low-quality data skews metrics and attribution models, making it difficult to measure campaign success and optimize spend. Low-quality data can come in different forms like inconsistent or outdated information – think demographics (age, gender) and interests (dog versus cat lover) or simply the wrong relationship can be made between datasets. Data records can be incomplete or duplicative and data segments could be misclassified or inaccurate. For example, a kids snack food company may think they’re targeting a 35-year old man, who lives in the suburbs with his young family when in fact it’s a 65-year-old woman who moved to the city after her kids went to college. It’s wasted dollars!Build the data foundation Data quality needs to be addressed if advertisers and advertising technology partners want to fulfill consumers’ demand for personalized marketing. Per eMarketer, more than 75% of internet users worldwide said they were willing to share their email address, brand interest, and name in exchange for personalized experiences. Without accurate data, marketers won’t be able to provide the level of personalization that consumers desire. Validation can help advertisers evaluate third party data and help build trust across the ecosystem. Companies like Truthset review and provide an unbiased evaluation of data fidelity and quality on a regular basis. "As cookies and mobile ad identifiers continue to phase out, consented, durable identifiers (hashed email, postal addresses) are going to serve as the foundation for identity solutions of the future,” said Chip Russo, President at Truthset. “And the only way to ensure you are transacting on the highest quality identity and demography data is to actively validate the data you rely on with a third party.” Not all data is created equal: Experian leads the way In Q3 2023 Truthset reviewed Experian’s marketing data – as well as several other large data providers – and found: Experian is the #1 data provider in terms of largest volume of high-accuracy hashed e-mails (HEMs) with demographic data Experian ranks #1 in accuracy for 15 marketing data attributes, including but not limited to Age, Gender, Home Owner/Renter, Geography, Education, Presence of Children, and Pet Owner Experian consistently has the largest number of HEMs with demographic data that are 90% or more likely to be accurate “As a member of the Truthset Data Collective, Experian received top ranks across a variety of categories for its data,” continued Russo. “The entire digital advertising world runs on data, but focusing on data accuracy is going to drive the next phase of innovation for the industry, enhancing ROI for advertisers, CPMs for publishers, and relevant experiences for consumers.” As Truthset's recent study highlights, the data matched between hashed e-mails and postal addresses is crucial, underpinning everything from targeted ads to TV audience measurement. Highly accurate HEMs linked to high-quality demographic data should be the foundation of any marketing plan. Advertisers are able to overcome the complexities of identity resolution by tying online and offline touchpoints together to deliver a consistent message across channels. Companies are striving to eliminate marketing waste and provide consumers with personalized marketing and the advertising industry can have confidence that Experian’s marketing data has been externally validated as being highly accurate. The accuracy of our data will power smarter marketing initiatives, like insights, targeting, identity, and measurement. Let's start a conversation about how we can fully realize the potential of data-driven advertising together. Contact us today Latest posts