The AdTech industry is buzzing with discussions about cookie deprecation and effective strategies to tackle it. One of the commonly suggested solutions is the utilization of clean rooms alongside responsibly sourced first-party data.
Above all else, the industry recognizes the importance of respecting consumer data and complying with all privacy laws. Additionally, the industry acknowledges the need for a change in our historical practices. This shift benefits everyone involved, as consumer data is more secure than ever. Tremendous investments have been made to ensure the utmost security of consumer information.
Clean rooms are one of the tools that enable companies to use data securely, ensuring the content that you see is as relevant as possible.
Two ways the AdTech industry is addressing cookie deprecation
The days of sending data directly to partners for usage or for using only third-party data for marketing efforts are gone. Now, the emphasis is on responsibly collecting first-party data and using clean rooms to enrich first-party data to enhance marketing efforts.
First-party data
The industry is starting to lean into first-party data gained through transparent means. This valuable information provides organizations with deeper insights into their customers, allowing for more personalized and effective interactions. By embracing the power of first-party data, either on its own or enriched via partner collaboration, you can cultivate stronger relationships, build trust, and deliver tailored experiences that resonate with your customers on a deeper level.
Clean rooms
Many data lakes and warehouses offer this service, ensuring their clients can not only store their data with them but can connect it with other partners in a secure environment and extract more information through the combined data sets versus their data on its own.
Brands and their partners recognize that they need to work together, and a clean room provides a secure environment to share their first-party data without exposing their sensitive data to their partner.
So, while we’re losing third-party cookies, brands and partners can still get value from first-party data by using a clean room to generate audience insights, segmentation strategies, personalized experiences and offers, media plans, and measurement and attribution.
Three ways data clean rooms can improve
Data clean rooms are a great way to facilitate data collaboration while ensuring sensitive data is not exposed.
Data clean rooms are not yet easy to use nor are they inexpensive. They require investment, both financially and resource allocation-wise, and you are not guaranteed to yield great match results. Let’s dive into three areas for data clean room improvement.
High cost
According to the IAB’s State of Data 2023, nearly two-thirds of data clean room users spent at least $200K on the technology in 2022. In addition, one-third of data clean room users expect the price of data clean rooms to rise in 2023. The high cost of this solution can make it inaccessible to smaller companies in the advertising space.
Resource intensive
Nearly half of the companies using data clean rooms have a team of six or more dedicated to the technology, according to the IAB’s State of Data 2023, while nearly a third of companies using data clean rooms have 11 or more employees focused on the technology. Data clean rooms are not turnkey solutions.
Inefficient matching
Even if companies are using clean rooms does not mean that they are automatically going to achieve great success. Identity fragmentation, data hygiene, and differing identifiers can suppress client match rates in clean rooms, leading to significant investment and a lackluster output.
How to get the most return on your clean room investment
The finish line for data collaboration in clean rooms is not just having a relationship with a clean room. Instead, you should incorporate an identity resolution solution in your clean room. By adding an identity solution to your clean room, you can:
- Resolve and match all your identity data, regardless of the identity data that you or your partner have, giving you a larger data foundation to analyze.
- Generate more valuable insights and information, leading to a better experience for your customers.
- Join data sets to create smarter activation and targeting strategies and produce more holistic measurement.
Experian can help you get started with identity resolution and data clean rooms
If you are investing in data clean rooms, that means you are committed to the best in data practices. Experian recommends going the extra step and that you also invest in finding an identity resolution solution. By doing this, you can see better match rates.
Experian offers this capability and has existing relationships with three clean room partners, Amazon Web Services, InfoSum, and Snowflake. In addition to collaborating in clean rooms, we offer collaboration in two other secure environments.
Contact us today to discuss how we enable identity resolution in clean rooms or to chat about our other collaboration capabilities.
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It’s almost that time of the year again, the time to put away fourth of July merchandise and replace it with this year's favorite superhero backpacks. It’s almost back-to-school season, and parents and kids from kindergarten to college are preparing for school's "new normal." To navigate the challenge of 2021, Experian’s Marketing Analytics team is sharing Back-to-School shopping season insights with you. Download the eBook to learn more. Our outlook about this year's Back-to-School shopping season can help you better plan and improve your marketing effectiveness. The report covers who's actively shopping for school supplies, whether they're shopping in-person or online, and what they're buying this year. Here's a summary of what you'll learn in the report: Who (specifically) is shopping for back-to-school supplies this year? More than half of online searches related to Back-to-School were made by a small set of consumer segments. We’ve identified 4 Mosaic® groups as being in-market for back-to-school merchandise. To find these types of consumers, we used online behavioral data and filtered for households with school-age children between 5 and 15 years old. Each group, such as Flourishing Families, share similar shopping behaviors and needs. While each group of consumers has a need for Back-to-School merchandise, they have different circumstances that require more personalized marketing. Let's break down each Mosaic® group to better understand their size and key features so that you can build more personalized messaging. Contact us for segments and insights specific to your brand. Power Elite As you can see in our Mosaic® product brochure, Power Elite is categorized as Group A. This is the largest group analyzed in the report, accounting for 4.5 million U.S. households. Here are the Power Elite consumer types actively shopping for back-to-school merchandise this year: A01: American Royalty A03: Kids and Cabernet A04: Picture Perfect Families Key Features: Wealthy Highly Educated Politically conservative Purchase housewares and electronics in store Vacation and fitness retail influencers Luxury lease cars Flourishing Families Also called Group B in this report, Flourishing Families is comprised of 3.7 million U.S. households. Active consumer types: B07: Across the Ages B08: Babies and Bliss B09: Family Fun-tastic Key Features: Affluent Charitable contributors Athletic activities High-priced children’s clothing Home products & furnishings Sporting good Suburban Style Suburban Style, also Group D, is made up of 2.9 million U.S. households. Active consumer types: D15: Sport Utility Families D16: Settled in Suburbia Key Features: Comfortable lifestyle Ethnically diverse Politically diverse Instagrammers Children’s games Wholesale members Family Union The Family Union group, Group I, is the smallest of those analyzed in this report, but still a respectable size: 1.2 million U.S. households. Active consumer types: I31: Hard Working Values Key Features: Bilingual Married with kids Large households Hunting clothing Automotive tools Will they shop online or in stores? Prepare for a return to in-store shopping as the US moves post-pandemic. These consumers have shopped in-store for Back-to-School and have trended toward in-store shopping as the vaccine was distributed. Mobile location data shows these consumers actively shopped in-person during the 2019 Back-to-School season, and are shopping in-person again post-pandemic. Experian analyzed consumer mobile location data for big box retailers, department stores, malls and apparel-accessory stores since June 2019. The aggregated number of visits was indexed each month against 12-month average of that respective year. An index higher than 100 indicates shopping behavior that month was higher than the average of that year. An index less than 100 indicates shopping behavior that month was less than the average of that year. Planning store layouts and inventory will be more important this year for marketers as consumers return to the stores for Back-to-School shopping needs. What will they buy? Plan for Back-to-School product composition to be like pre-pandemic while you plan your inventory. Keep an eye on local outbreak risk which dictates whether school districts will pivot to remote learning. Product composition during the 2020 Back-to-School season was skewed away from apparel and towards virtual learning materials, such as home office supplies and technology, but should revert to pre-pandemic behaviors. Using ConsumerViewTM Transactional data, we compared consumer product composition during the 2019 and 2020 back-to-school shopping seasons. Children’s Apparel and Accessories: share was smaller in 2020, and was a more dramatic impact for Groups A, B, and D. Books: Groups B and D saw an increased share in 2020, but Groups A and I saw little change. Home Office: share was greater in 2020 for all groups, particularly Group A. Computers: share was greater in 2020 for all segments, particularly Group I Want to learn more? Improve your marketing ROI and grow your business during back-to-school season using Experian’s new Discovery Platform. No sign-up required: watch the demo to learn how retailers like you can use The Discovery Platform™ to track online versus in-store shopping and safely navigate evolving back-to-school consumer behaviors.
Third-party cookies have been a crucial component in people-based advertising and digital identity. With Google's recent announcement of delaying third-party cookie deprecation to 2024, the industry has more time to rethink how to effectively identify and communicate with consumers when the time comes. Preparing for cookie deprecation Solving for the post-cookie world is mission critical, particularly as consumer expectation for a relevant digital experience is heightened. We’ve seen a number of industry participants, including brands, publishers, data providers and technology platforms, work around the clock to find an alternative to third-party cookies—one that amasses the same scale and reach but also maintains consumer privacy. In fact, industry insights echo that sentiment. According to a white paper from Winterberry Group, Collaborative Data Solutions: The Evolution of Identity in a Privacy-First, Post-Cookie World, sponsored in part by Experian, one of the most frequently heard comments was the urgency for the industry to develop post-cookie, privacy compliant solutions that work in a more integrated manner. And if there was one overarching position regarding the research into the future of identity, it’s that collaboration is key. Participants in the white paper expressed that with the elimination of third-party cookies, there will be a surge in collaborative solutions across and within companies to accommodate changes in the digital marketplace. Collaborative data solutions must move beyond new post-cookie identity replacements and encompass more holistic approaches, including first-party data. First-party data sharing Currently, 64.3 percent of organizations in the US collaborate with other organizations to share first-party data for insights, activation, measurement or attribution, and 16.7 percent in the U.S. have plans to. Virtually all US companies surveyed were aware of the option to collaborate with other organizations and expressed openness to discussions around sharing first-party data. What is the solution to third-party cookie deprecation? The deprecation of third-party cookies is creating a shock in the marketing and advertising world because there has been an over-dependence on one type of identifier. Therefore, the solution to identify consumers across the digital ecosystem will not come from a single replacement for third-party cookies. Instead, it will rely on a combination of solutions, including collaborative data between organizations and implementation of proprietary first-party data strategies, as well as a framework that can connect all these touchpoints together. Experian can help you navigate the cookieless future Experian is focused on building a more effective advertising ecosystem that promotes the interoperability of digital touchpoints while enabling and fostering new innovations in a privacy forward way. Contact us today and get started with building connected identity in the ever-changing data landscape. To learn more, watch the recording of our webinar with The Vitamin Shoppe where we discuss identity and how you can drive more addressable audience strategies amidst diminishing data signals.
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!