The digital advertising landscape is undergoing a significant transformation with the gradual deprecation of third-party cookies. This shift necessitates the adoption of new strategies for audience targeting and data management. In our next Ask the Expert segment, we explore this evolution, discussing new strategies for audience targeting and data management in a world without cookies.
We’re joined by industry leaders, Gabe Richman, Senior Director of Data Partnerships at The Trade Desk, and Chris Feo, Experian’s SVP of Sales & Partnership who spotlight The Trade Desk’s innovative approach to navigating a cookieless future. Tune in to our Q&A below to learn more about these topics and learn how the collaborative efforts of Experian and The Trade Desk offer a glimpse into the future of advertising.
Cookieless IDs are the new face of identity in advertising
Traditional tracking and targeting techniques are being replaced by more advanced and privacy-conscious methods. Unified I.D. 2.0 (UID2), led by The Trade Desk, exemplifies this shift, offering a new identifier based on encrypted email addresses or phone numbers. This approach not only caters to the evolving privacy regulations but also places greater control in the hands of consumers. UID2’s design fundamentally differs from cookies since it is rooted in transparency and consumer consent.
UID2: A catalyst for industry-wide adoption
UID2’s journey reflects a rising industry-wide recognition of its value across the industry. The adoption of UID2 by major publishers, demand-side platforms, and advertisers indicates a shift toward more sustainable and consumer-friendly approaches to identity in advertising. This is particularly evident in areas like connected TV (CTV), where UID2 is rapidly becoming a currency and standard.
“The purpose of UID2 is not only to create a better ID for advertisers and publishers to achieve their objectives, but also to benefit the consumers. Unlike cookies, UID2 provides transparency and control to the consumers for the first time.”
gabe richman, sr. director, data partnerships, the trade desk
How Experian and The Trade Desk work together
The partnership between The Trade Desk and Experian goes beyond adapting to the absence of cookies. Our joint efforts highlight a commitment to developing solutions that cater to advertiser’s needs while respecting consumer privacy, a balancing act becoming increasingly crucial in today’s digital ecosystem. The Trade Desk’s emphasis on UID2 as a foundational element in the open web, campaign design, and activation is a testament to the potential of new identifiers in enhancing advertising efficacy. Similarly, our ability to utilize these identifiers to deliver detailed audience insights offers advertisers a powerful tool to remain effective in a post-cookie world.
Experian’s role in the adoption of UID2
Experian’s integration strategies have played a critical role in diversifying the applications of UID2. By partnering with The Trade Desk, we help broaden the reach and effectiveness of UID2 across various advertising channels. In terms of reach – by incorporating a prominent cookieless ID, we further amplify the reach of UID2. The increased adoption of this new ID allows the digital ecosystem the ability to interact using an alternative identifier, thereby broadening the potential audience. In terms of effectiveness – we help advertisers serve relevant ads to the right audiences, ensuring the relevance of the ads and control over their frequency.
Targeting with Geo-Indexed audiences
The Trade Desk works with Experian to ingest and host our syndicated audiences. This partnership gives The Trade Desk’s clients access to over 2,400 syndicated audiences that span across eight verticals. This includes access to our new Geo-Indexed audiences that allow brands to reach consumers and households based on geographic regions that over-index for a common set of attributes, ultimately offering brands a targeting solution that prioritizes both consumer privacy and accuracy.
What a future beyond cookies looks like
Looking ahead, the focus in advertising is not solely on replacing cookies but on a broader evolution of the industry. This includes continuing to apply machine learning technologies, like artificial intelligence (AI), to enhance ad personalization and effectiveness. The interplay between creative content, audience insights, and privacy-compliant targeting will become increasingly important as the industry evolves. As cookies become a thing of the past, the initiatives spearheaded by The Trade Desk and Experian will likely set the tone for the next era of digital advertising, and emerging solutions like UID2 are leading the way.
Watch the full Q&A
Visit our Ask the Expert content hub to watch Gabe and Chris’ full conversation about cookieless advertising. In their conversation, Gabe and Chris share more about UID2, consumer transparency, and the importance of consumer data for targeted advertising.
About our experts
Gabe Richman, Sr. Director, Data Partnerships, The Trade Desk
Gabe Richman is the Senior Director of Data Partnerships at The Trade Desk where he focuses on global identity strategy and platform partnerships as well as driving UID2 and EUID adoption across the broader ecosystem. Prior to joining The Trade Desk in 2021, Gabe held various roles in AdTech at HealthVerity, Wunderkind and LiveRamp. For the last decade Gabe has taken pride in helping advertisers and platforms alike demystify the complex identity landscape and embrace the change needed to preserve the open internet. Gabe is a graduate of the University of Maryland and resides in Los Angeles.
Chris Feo, SVP, Sales & Partnerships, Experian
As SVP of Sales & Partnerships, Chris has over a decade of experience across identity, data, and programmatic. Chris joined Experian during the Tapad acquisition in November 2020. He joined Tapad with less than 10 employees and has been part of the executive team through both the Telenor and Experian acquisitions. He’s an active advisor, board member, and investor within the AdTech ecosystem. Outside of work, he’s a die-hard golfer, frequent traveler, and husband to his wife, two dogs, and two goats!
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With the increase in alternate channels such as social media, many may think that email is no longer a valuable way to create engagement with consumers. On the contrary, email marketing is still one of the most effective tools for marketers — especially when it is paired with mobile. Experian Marketing Services sends more than 10 billion emails each month on behalf of major brands around the world, which gives us the unique ability to monitor trends in email performance and engagement over time. We report email marketing trends as well as the key performance indicators that shaped the success of the Experian Marketing Services clients’ email programs each quarter in our email benchmark reports. Mobile holds potential for email engagement One of the most noticeable trends that we’ve found in our research is that both mobile device usage and email engagement have increased. According to our Q3 2014 Email Benchmark report, the research also states that 53 percent of emails were opened on a mobile or tablet device in Q3. Although we can see an increase in both engagement and mobile usage, it is too early to tell if they are directly correlated. However, marketers should be paying attention — make mobile your priority, and you may have the ability to stay ahead of upcoming trends. “Because people are so connected with their devices today, it only makes sense that they would want to use their mobiles and tablets to check their emails in real time,” says Shelley Kessler, Manager, Reporting and Analytics, Experian Marketing Services. “This is why it is so important for marketers to adopt mobile optimization into their marketing plans. Without it, their overall engagement and click rates will significantly drop and they may ultimately lose their audience.” Catalog brands see email success with tablets To put the importance of mobile into perspective, let’s dig deeper: During Q3 2014, the majority of email opens occurred on mobile phones or tablets for catalogers, consumer products and multichannel retailers. Specifically, for multichannel retailers, 60 percent of all of their emails occurred on a mobile phone or tablet and 50 percent of their total clicks. Meanwhile, catalogers had the highest percentage of tablet use with 18 percent of email opens and 13 percent of clicks occurring on tablets. Mobile can help create a relationship On a daily basis, a digitally connected customer’s inbox will be overwhelmed with hundreds or even thousands of different messages from marketers. To stick out from the crowd, marketers should be thinking of other ways to engage consumers. Shelley Kessler suggests creating a direct mobile messaging program: “Start a mobile messaging program if you have not already done so. If you have not developed a mobile database, start asking for customers’ mobile numbers in addition to email addresses and other basic information.” By utilizing mobile in ways that have not been done before, marketers have endless opportunities to get ahead of the curve. To learn more about these trends as well as others, download a free copy of our Q3 2014 Email Benchmark Report. Keep an eye out for the upcoming Q4 2014 Email Benchmark Report from Experian Marketing Services which will publish at the end of February.
Marketers: personalization is our duty Customers willingly give brands a lot of information. Some brands collect names, birthdays, message preferences and location in addition to contact information like email address, phone number and physical address. Brands that connect through Facebook and other social media accounts gain access to even more information – a person’s likes, friends/followers, age, demographics and more. Why are so many consumers willing to share this information? In a recent webinar, Ed Kowalski, Senior Director of Strategic Services at Experian Marketing Services refers to this phenomenon as the equitable exchange – customers provide companies with personal information because they believe it will enhance their brand experience. In return, marketers have a duty to responsibly use that data to benefit the customer. Personalization is an oft-discussed strategy in marketing, but many marketers struggle to make it a reality. In fact, a recent study found that 94 percent of companies have challenges relating to personalization. Yet marketers continue to collect more customer data – without a clear plan to utilize any of the data in a personalized context. Consider a brand that collects birthdate as part of its subscription process. As a consumer, I will only provide my birthdate if I can imagine a benefit to doing so. And I can – the brand may send me personalized well-wishes or even a special offer on my birthday each year. Because I’m willing to share my birthdate, I expect that the brand will use that data to engage me on a personal level. If they don’t, I’m likely to feel that the data I shared was not used productively, which will damage my perception of the brand and make me more reluctant to share information with them in the future. This concept extends to behavioral data too. Consumers often realize that companies may have data on their past purchases, browsing behavior and more. With this assumption in mind, they expect this data to be used to create more relevant brand experiences as well. Remarketing campaigns like abandoned cart emails and display ads targeted by browse behavior are increasing in popularity, as 69 percent of marketers in our most recent survey run these types of campaigns. This means customers are coming to expect them. So what does this mean for marketers? Not only is it a best-practice to personalize messaging based on customer data, but it’s often a requirement. Consumers are saying, “Show me that you know me.” As marketers, we need to make good on the unspoken promise of this equitable exchange. It doesn’t need to be hard. Check out the slides below or watch the webcast to learn how brands can begin to implement more personalized, relevant messages today.