2023 has been an unprecedented year for AdTech. With new challenges arising every day — from ongoing signal loss to changing consumer privacy regulations– staying on top of trends is more important than ever before.
To help you stay informed on successful tactics from across our ecosystem we’ve compiled a list of our top five 2023 AdTech blog posts. Keep reading to learn about the top themes from CES and Cannes this year, why contextual targeting is so popular, and more – so you can remain competitive in today’s rapidly changing environment.
#5 CES 2023: Clean rooms, activation, and more
Experian attended CES in January to kick off the AdTech year, connecting with partners, clients, and industry leaders to understand their challenges and goals. Discussions were focused on clean rooms and digital activation to address data deprecation and consumer privacy.
Clean rooms have the potential to standardize data and address interoperability issues.
Digital activation was predicted to increase significantly in 2023, with more focus on demand-side, video, and supply-side platforms. Did digital activation increase in 2023? Download our 2024 Digital audience trends and predictions report to find out.
Read our full 2023 CES recap here.
Meet with the Experian team at CES 2024
CES is around the corner, and we are looking forward to the opportunity to connect with you in our suite at the Aria Hotel & Casino in Las Vegas, January 9-12.
There is no better place to connect and discuss the latest industry trends and innovations.Let’s start the conversation!
#4 Experian identity resolution now available in AWS Clean Rooms
Earlier this year, Experian announced that our identity resolution solution is now available in AWS Clean Rooms. Through this new partnership, customers can pair Experian’s identity capabilities with AWS Clean Rooms to safely collaborate and access deeper insights without exposing sensitive data.
Check out the full announcement to hear from Kalyani Koppisetti, Principal Partner Solution Architect at AWS, Matt Miller, Business Development Principal at AWS, and Tyler Middleton, Sr. Partner Marketing Manager at Experian.
#3 Four key themes from Cannes Lions 2023
At Cannes Lions 2023, discussions revolved around four main themes:
- Signal loss: Experts discussed the importance of adapting paid media strategies to align with consumer behaviors.
- Collaboration: Discussions highlighted the need for industry players to collaborate and focus on solutions that benefit all stakeholders in the ecosystem.
- Personalization: This was a key topic and emphasized the growing significance of tailored content, data-driven insights, and first-party data solutions for advertisers adapting to cookie deprecation and the evolving consumer privacy landscape.
- Balancing AI and creativity: Attendees explored how to balance AI capabilities and nurture creativity while maintaining a human touch.
Cannes 2024 will be here before we know it and Experian will be there. To get ready, check out this post by Tyler Middleton, Sr. Partner Marketing Manager, to hear from a first-time Cannes attendee,
#2 Three key insights from our 2023 Holiday spending report
Experian’s annual Holiday spending trends and insights report analyzed recent trends, consumer spending habits, and anticipated what was to come in the 2023 holiday shopping season. This blog post covered three key insights from our report:
- Consumers are starting their holiday shopping earlier, particularly with online sales.
- Online sales have been increasing year-over-year, surpassing in-store sales.
- Spending during the 2022 holiday season was lower than in previous years but is expected to be on par with what was seen in 2023.
For advice from our experts and access to all of our predictions for this year’s holiday shopping season, download our 2023 Holiday spending trends and insights report today.
#1 How contextual ad targeting addresses signal loss
Our most viewed blog post of 2023 was How contextual ad targeting addresses signal loss. Marketers are seeking new solutions due to signal loss caused by the phasing out of third-party cookies. Contextual ad targeting offers a way to combine contextual signals with machine learning for more accurate targeting.
Experian’s Jason Andersen and Yieldmo’s Alex Johnston discuss the challenges of signal loss, addressability, the importance of good creative, and tips for digital ad success in this blog post. By understanding contextual advertising, marketers can create powerful and effective campaigns to reach target audiences.
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According to Epsilon Targeting’s latest Consumer Channel Preference Study of 5,000 consumers in North America, 60% of consumers report an "emotional boost" from receiving direct mail, agreeing that they enjoying checking their mailbox. This report showed that across all categories, direct mail continues to be a trusted source of information. It's always good to reach out to consumers via email, but the disadvantage to this is that the consumer has the ability to receive emails from you on their own terms, which may be infrequent or not at all. The use of direct mail has shown to be a pleasing emotional hook. Even with the ever growing digital world, consumers are still responding to your direct mail pieces. Don't let your businesses address contact data fall to the wayside – this is still just as important as ever to have. To ensure as timely delivery, make sure you're using address validation tools to make sure you're saving money and getting the most out of your direct mail campaigns.
The NCAA basketball tournament tipped off this week much to the delight of fans across the United States. Supporters who have truly caught March Madness often follow more than one game at a time, especially during the first week of the tournament play. Thanks to simulcast streaming of games online and via mobile apps, die-hards are better equipped to keep track of multiple games at once. Those who stream games online live in every corner of the country, but some locales are more likely to log on for their March Madness fix than others. According to Experian Simmons, you are most likely to be streaming the game online if you live in one of these markets:
The social media space continues to evolve. Pinterest, a site launched in March 2010 that describes itself as an online pinboard to organize and share things you love, recently emerged as one of the top 10 websites within the Hitwise Social Networking & Forums category. The invitation only site received nearly 11 million total visits during the week ending December 17, 2011, almost 40 times the number of total visits versus just six months ago (week ending June 18, 2011). Pinterest content has something for everyone, but the site is dominated by images featuring home décor, crafts, fashion, and food. Not surprisingly, visitors to the site in the 12 rolling weeks ending December 17th skewed female (58%) and between the ages of 25 and 44 (59%). Pinterest and the Social Networking & Forums category both receive their highest share of visits from California and Texas. However, the Social Networking category as a whole over-indexes on share of visits from Northeastern states while Pinterest over-indexes on visits from the states in the Northwest and Southeast. This data indicates that Pinterest visitors have a different profile versus their counterparts visiting other social networking sites such as Facebook and YouTube. In fact, nine of the top ten over-indexed states for Pinterest visitors also over-index for the Hobbies and Crafts category (versus the online population) which is expected given the abundance of crafts content on the website. When comparing the Mosaic USA 2011 types that visit both Pinterest.com and Hobbies and Crafts websites during the 12 weeks ending December 17, 2011, the data shows that Boomers and Boomerangs are the group most likely to visit, particularly the Pinterest website (comprising over 10% of visits). This group of consumers is characterized as baby boomers and young adults who are heavy web users who spend time on house and garden, sports and fitness, and family-oriented websites. This information is useful to companies who wish to target their content to be “pinned” by Pinterest users. Thanks to Lauren Rice, an Analyst with the Strategic Services team at Experian Hitwise for today's analysis.