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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OpenAudience™ will provide marketers the ability to easily plan and buy advertising for every digitally addressable consumer across the open web LOS ANGELES, May 2, 2019 /PRNewswire/ — For the past decade, the most effective way to advertise in digital media has been on Facebook and Google. Marketers in the U.S. now spend two-thirds of all digital ad spend on the "walled gardens", despite the fact that they receive less than 36 percent of total consumer time spent online. According to eMarketer, addressing this massive asymmetry in advertising – where tens of billions of dollars are over allocated to the walled gardens – is the top concern of marketers in 2019. While programmatic technology has become the primary monetization system for the open web, it has lacked the simplicity and efficacy of walled gardens. Today, OpenX is changing that paradigm by bringing true people-based marketing to the open web for the first time with the introduction of OpenAudience. OpenAudience will provide marketers and publishers with an unprecedented, unified level of knowledge about consumer audiences – through a platform built on privacy by design principles that brings the efficiency and efficacy of walled garden advertising to the open web. OpenAudience is powered by a comprehensive proprietary data asset and supplemented by integrated partnerships with recognized leaders in data and identity like LiveRamp, Tapad, a part of Experian, and more. For marketers, OpenAudience will provide the ability to plan and buy people-based marketing campaigns that combine the impact and ease of use of Facebook advertising with the scale of the open web. OpenAudience is currently in active partner testing with multiple marketers in the U.S., including Fortune 500 financial service and consumer personal care companies, along with one of America's largest online entertainment outlets, and will be generally available to the broader market in Q3 of 2019. For publishers, OpenAudience will deliver user-based knowledge that empowers them to value and sell advertising with unparalleled precision. With the ability to automatically place consumers into high-value audience segments drawn from the more than 240M U.S. Monthly Active Users OpenX reaches across the open web, OpenAudience allows publishers to maximize revenue like never before. "OpenAudience is a natural evolution of programmatic advertising, combining the unified knowledge of people-based audiences with the transactional power of programmatic to create a planning, buying and advertising experience that is unlike anything else in the market today," said Todd Parsons, chief product officer at OpenX. "No exchange in the market today has enabled a unified view of publisher audiences," said Travis Clinger, vice president of strategic initiatives, LiveRamp. "Now, OpenX is democratizing identity across all publishers on the open web, helping marketers to plan and buy audiences the way they do inside walled gardens. We are thrilled to be a key component of OpenAudience." "OpenAudience is an ambitious move into people-based marketing, offering marketers an unprecedented walled garden-like experience on the open web," said Chris Feo, senior vice president of global data licensing and strategic partnerships at Tapad. "As a fellow pioneer in the industry, Tapad is proud that OpenX chose to leverage The Tapad Graph™ to allow marketers and publishers in North America access to our leading digital identity resolution insights across devices." For more information, or to request a place in the private testing phase of OpenAudience, visit: http://www.openx.com, or contact your OpenX account representative today. About OpenX Nobody understands the open web better than OpenX. As the world's largest independent advertising exchange, OpenX makes the efficient people-based marketing buying experience of the walled gardens available to all marketers across the open web. OpenX works with more than 30,000 advertisers across every screen and device, reaching nearly one billion consumers – including a quarter billion unique consumers in the US – and processing more than one trillion transactions globally each day. To date, OpenX has helped deliver more than $3 billion in total monetization to publishers. That's the Power of Open™. Contact us today!
Tom Rolph, VP EMEA at Tapad, part of Experian, says that ad-sponsored streaming services can be successful if they can deliver a higher quality viewer experience than other streaming services. Last week, Hulu, the streaming service acquired by Fox and now owned 60 per cent by Disney, announced it will be regularising its ad loads. The streaming service will be bringing ad breaks down to 90 seconds in an effort to deliver a better viewer experience. This is a positive move from Hulu and one which other ad-supported streaming services should follow in order to be successful in a competitive market. Previously ad breaks on Hulu could vary wildly, from 180 seconds to 240 seconds, due to existing deals with its three owners: Disney, Comcast and AT&T. Over in the UK, we haven’t suffered from quite as inconsistent an approach as in the US, but there is still viewer frustration with the ad experience on ITV Hub and All4, where the problem tends to be over exposure of the same ad. Therefore, this move to standardise ad break lengths for streaming platforms is one that should be embraced on both sides of the pond. An important shift in this space will be to limit the number of ads during each show, but have better ad targeting to minimise repetitive advertising and increase the ROI of ad spend. All of which can be accomplished by investing in identity resolution products that can support CTV devices. Last year Ofcom found that in the UK subscriptions to Netflix, Amazon and NOW TV have risen above those to traditional pay TV services. With Netflix and Amazon both ad-free and NOW TV only a limited ad funded model, it’s clear that there is a growing appetite for ad-free viewing models. A fact that is only further supported when you consider the role of the BBC and BBC iPlayer. But the picture isn’t entirely negative for ad-funded models. There is demand for great content on ad-funded services in the UK, with ITV Hub boasting over 1bn requests and 540m hours of TV watched. The ITV Hub mobile app has also been downloaded on over 27m devices across the country – with over 22m people now registered to ITV Hub database, including more than half of Britain’s 16-24 year olds. However, to continue to attract and retain younger viewers, the experience will have to improve. There are several areas where ad-supported streaming providers need to improve in order to remain top players in this space: Ad experienceAs explored above, both volume and repetition of ads can be a turn off for viewers, but with Brits already spending a total of £303.16m every month on TV streaming services, according to Finder.com, there is potential for free, ad-funded models to flourish as people hit a limit on what they are willing to spend. There are already signs of improvement with the ad experience, with ITV just signing a deal with Amobee to allow for addressable ads on ITV Hub, while Sky’s AdSmart technology remains best in class and has now crossed over the pond to be used by Comcast stablemate NBC. Server reliabilityA cursory search finds little evidence of ongoing reliability problems with Netflix, but much evidence of problems with ITV Hub and All4, which are both prone to crashing. To compete with bigger players with massive server farms, server capacity needs to be tackled. This is especially true when it comes to live events, where many people will recall ITV Hub’s famous fails during the World Cup. While even some of the larger players have had similar streaming issues (for example, Amazon’s move into live sports streaming when they had to pull UK streaming of the US Open Tennis due to user complaints), viewing experience should be prioritised as the space gets increasingly competitive. Getting the content rightAmazon and Netflix have huge content budgets, but UK broadcasters remain strong in this regard, Channel 4 has enjoyed viewing figures of 7.5m for the Great British Bake Off, while ITV pulled in 13.7m for I’m A Celebrity. By building on UK-specific content that speaks to UK audiences, ad-supported streaming services can continue to pull in more viewers. Mobile accessMore and more Brits are choosing to watch TV content on their smartphone or tablet, according to UKOM-approved comScore data. In fact, 6.5m adults visited the BBC iPlayer app to watch video on either a smartphone or tablet, edging out Netflix which attracted 5.8m Getting the experience right on mobile, with the option to download content so it can be viewed in areas of low or no signal, is key.If UK ad-supported TV stations can crack these key areas for their Connected TV offering then they will be set up to succeed and offer a true home-grown alternative to the US streaming giants. Full article here. Contact us today!
Tapad's, part of Experian, SVP of Identity shows us how marketers might communicate seamlessly through emerging channels like voice, the smart home, and, yes, podcasts.In his relatively new role as senior vice president of identity at Tapad, a part of Experian, Ajit Thupil keeps a close eye on the evolution of marketing as it becomes more intent on using data and identity technology to track ROI. Here he sits with Chris Wood at Tapad’s New York offices to discuss the future of identity. (To capture the inventive atmosphere at this location, the room they chatted in was named after Leonardo da Vinci.) For Thupil, it all comes back to the customer, whether it’s a brand client or a consumer. Brands want measurability and customers demand a seamless experience across the many devices they use in a day. While consumers are understandably reticent about giving up personally identifiable information (PII), current identity solutions use anonymous data profiles to connect the dots at the individual or household level. Given the frequency that users switch devices, along with their tendency to share bigger screens like TVs, there’s no dearth of challenges for this “head of problem solving” to solve. Contact us today!