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Campaign Planning: Rolling With The Punches

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Curated News from AdExchanger on May 27, 2020

First-party data can be leveraged for insights into existing customers and to identify patterns to find potential consumers. Contextual targeting can be far more subtle and actually lead to more interested potential prospects that find these ad strategies less direct and invasive.

With no cookies, there are also other areas of marketing that work hand in hand with programmatic that many advertisers tend to forget about but contribute to campaigns’ longevity and effectiveness. Brands seem to be showing an interest in improving other marketing areas such as SEO in the planning stages, which can amplify reach and pull traffic to a brand’s page long term. A well-rounded, robust campaign should see all channels work in tandem so that businesses can reap the rewards.

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The Way You’ve Been Shopping Has Upended Advertising

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Curated News from Forbes on May 20, 2020

Contextual targeting, the darling of decades past, is reemerging as a wise choice for advertisers — and it has gotten much, much smarter. Using the context of digital content instead of a person’s data profile helps advertisers align with endemic environments rather than behavioral purchase predictors. Particularly for CPG (consumer packaged goods) brands, major life purchases and electronics — products that are purchased infrequently or have lots of competition — consumers need messaging to match the context (e.g., an auto ad on AutoTrader.com or grocery ads within recipes).

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Forget The Cookie Apocalypse. Here Comes The ‘Adtech Renaissance’

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Curated News from Forbes on February 18, 2020

As a brand consultant, I often advise clients to consider the valence of their stories. If it has a negative valence — i.e., “the 3rd-party cookie market is crumbling” — you can get a lot of people worried. But if it has a positive valence, you can mobilize even more people to come together and take action.

I thought about this phenomenon last week when meeting with the founders of Quintesse, a new contextual intelligence platform recently launched by parent company Vibrant Media (disclosure: I consulted for Vibrant in the way back.) The way Vibrant sees it, brands and publishers that are worried about the eventual demise of the third-party cookie market — Google Chrome recently wrote the death sentence when it announced it would phase out cookies, which  trade on personal data, within two years — will soon be compelled to embrace technology designed to address their biggest challenges in the pro-privacy world. For brands, it’s all about buying audiences at a time when inventory seems to be shrinking. For publishers, it’s all about increasing that inventory. If Quintesse is right, the opportunity for both could foretell an adtech renaissance.

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With third-party cookies on the way out, shared IDs face an existential crisis

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Curated News from digiday.com on January 14, 2020

Shared identifiers — standardized ways of identifying and sharing user data between publishers and ad tech vendors — are likely next in line to be squashed by browser developers.

For publishers, advertisers and ad tech vendors, shared IDs are an attractive option because theoretically they provide a more reliable way to identify users online as opposed to each of those businesses having to match all of the others’ unique cookies. While the matching of different cookies can be accomplished within fractions of a second, the chances of matches being made decrease the more ad tech vendors are involved in the process. DigiTrust issues a cookie through its shared ID that can be used by both DigiTrust and IAB members, for example.

Ad tech vendors like ID5 and The Trade Desk as well as the Advertising ID Consortium and DigiTrust have created anonymous unified IDs for an individual user that publishers and their programmatic ad partners can tap to identify people online.

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Tech Talk Thursday – Android For the Paranoid

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Happy Thursday!

Here’s your weekly Technology news roundup from Vibrant’s Tech Team.

We’ve compiled our best reads this week to give you a 5 min summary on the latest and greatest Technology developments.

Cheers! The Vibrant Tech Team

Top Tech Stories This Week
Punkt: A Minimalist Android for the Paranoid

Petter Neby, founder and CEO of the Swiss design-led company, told The Register Punkt’s second device is coming to market this year with an unusual USP – security hardening by BlackBerry. Just don’t call it a “dumb phone”.

 

How Restaurants Are Using Big Data as a Competitive Tool

Sweetgreen Inc. wants to win its customers’ loyalty by getting to know a lot more about them. The Culver City, Calif.-based salad chain believes using a mobile app to gather data on guests’ allergies and tastes will allow it to suggest dishes that regulars at its 88 restaurants are sure to love.

 

Montreal has Reinvented Itself as the World’s AI Startup Powerhouse

According to PwC Canada, the city raised more venture capital money than any other in the country in 2017, with US$800 million (£616m) invested across 63 major deals. Attracted by its reputation for ground breaking AI research, Google, Facebook and Microsoft have invested heavily in the city’s academic and entrepreneurial communities in recent years.

 

ANA Confirms FBI Criminal Investigation on Ad Transparency 

The Federal Bureau of Investigation (FBI) has contacted the Association of National Advertisers (ANA), requesting cooperation from the trade group and its members in a criminal investigation into US media buying practices.

 

Tech Stocks are Tanking Thanks to Rising Interest Rates

Rising inflation and interest rates as well as a move by the Fed to tighten policy led to Tech stocks taking a dive. Wall Street experts noted, as interest rates rise, many big money movers are making big money moves and taking money out of the stock market to invest in more secure bonds with guaranteed rates of return.

 

Amazon Ditched AI Tool that Favored Men for Technical Jobs

Amazon’s machine-learning specialists uncovered a big problem: their new recruiting engine did not like women. Some 55% of US human resources managers said artificial intelligence, or AI, would be a regular part of their work within the next five years, according to a 2017 survey by talent software firm CareerBuilder.

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