Spencer Lambert – VP, Product & Partnership Success, datafuelX
Matthew Weinman – Sr. Director, Advanced Advertising Product Management, TelevisaUnivision
Reach and frequency planning requires access to unique viewership data, which has become increasingly restricted due to identity restrictions. However, challenges exist with panel-only measurement, including the undercounting of Hispanic and Spanish language coverage, stated Matthew Weinman (TelevisaUnivision). Panel data undercounts Hispanics audiences by upwards of 20%, even for broad demographics.
The benefits of big data exist across audience planning, viewership measurement and outcomes. Excessive frequency can be limited while maintaining or expanding reach, as well as improving ROAS. However, there are barriers to working with big data, including PII compliance. Additionally, the size and scale of big data leads to lengthy ID forecast times and computing costs.
Spencer Lambert (datafuelX) presented details of their approach to ID-level forecasting which included their reach and frequency clustering methodology.
Key takeaways:
- Advantages of clustering methodology over identity methodology for reach and frequency:
- Efficiency and accuracy: Delivers comparable accuracy metrics
- Lower error rates: Seven percent for cluster reach forecasts vs. 20% error rate on identity-scaled reach forecasts
- Cross-platform reach and frequency: By scaling cluster assignments to digital IDs, this methodology can empower cross-platform management and optimization
- Lower compute time and costs
- PII compliant: Preserves the use of identity-level planning
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Rachel Gantz – Managing Director, Proximic by Comscore
Amidst heightened regulations in the advertising ecosystem, Rachel Gantz of Proximic by Comscore delved into a discussion of diverse AI applications and implementation tactics, in an increasingly ID-free environment, to effectively reach audiences. Rachel highlighted signal loss as a "massive industry challenge," to provide a framework for the research she examined. She remarked that the digital advertising environment was built on ID-based audience targeting, but with the loss of this data and the increase in privacy regulations, advertisers have placed their focus on first-party and contextual targeting (which includes predictive modeling). In her discussion, she focused on the many impacts predictive AI is having on contextual targeting, in a world increasingly void of third-party data, providing results from a supporting experiment. The research aimed to understand how the performance of AI-powered ID-free audience targeting tactics compared to their ID-based counterparts. The experiment considered audience reach, cost efficiency (eCPM), in-target accuracy and inventory placement quality.
Key takeaways:
- Fifty to sixty percent of programmatic inventory has no IDs associated with it and that includes alternative IDs.
- Specific to mobile advertising, many advertisers saw 80% of their IOS scale disappear overnight.
- In an experiment, two groups were exposed to two simultaneous campaigns, focused on holiday shoppers. The first group (campaign A) was an ID-based audience, while the second group was an ID-free predictive audience.
- Analyzing reach: ID-free targeting nearly doubled the advertisers’ reach, vs. the same audience, with ID-based tactics.
- Results from cost efficiency (eCPM): ID-free AI-powered contextual audiences saw 32% lower eCPMs than ID-based counterparts.
- In-target rate results: Significant accuracy was confirmed (84%) when validating if users reached with the ID-free audience matched the targeting criteria.
- Inventory placement quality: ID-free audience ads appeared on higher quality inventory, compared to the same ID-based audience (ID-free 27% vs. ID-based 21%).
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To be successful in a post-cookie world, one must have an identity resolution strategy. This need is becoming even more important this year.
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On June 28, media research pioneer and journalist Bill Harvey sent excerpts of his latest Media Village article to several of the industry’s leading media researchers. That article was entitled: Cross-Media Duplication Must Be Rigorously and Empirically Determined. What followed was a robust intellectual debate that outlines where the lines are drawn in the industry as far as whether virtual IDs (VIDs) can overcome issues of privacy and still provide an accurate account of campaign cross-platform duplication. We now share this jaunty and insightful exchange with our members.
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