leveraging data

Building a Cross-Device, Multi-Source, & Verified Behavioral Data Exchange Tool

The presentation shared YouGov’s research behind building a cross-device, multi-source, and verified behavioral data exchange tool. The research tackled the following problems:

  • How can they increase transparency around data and content insights across SVOD, AVOD, and entertainment sources while preserving user privacy? Then, how can they make it global?
  • How can they enrich YouGov’s Signal’s existing trove of data that they collect across the entertainment world with deeper and more accurate viewership while simultaneously helping their clients stay ahead of changing regulation?
  • How can they empower their 14 million-plus panelists to take control of their digital assets?

IAB State of Data Initiative 2020

The IAB Programmatic & Data Center examined the impact of the loss of third-party cookies and identifiers on the digital advertising ecosystem, particularly on brands and publishers. This report measures the industry’s sense of preparedness, expectations for revenue and data-driven tasks, and progress into leveraging first-party data. Two studies were executed, conducted by Ipsos and McKinsey, surveying and interviewing key data leaders across categories.

Understanding Consumer Sentiment Towards Data & Privacy in Advertising

Lucid is a research technology platform that delivers programmatic access to first-party survey data that can be used to drive business initiatives. Using survey-based methodologies to help clients understand the accuracy and effectiveness of their advertising efforts.

 

In her presentation, Bridget Bidlack shared recent research Lucid conducted on consumer sentiment on data privacy as it relates to the concept of a “free Internet” and sharing of data. Although the Internet is “free” to users, there is an inherent quid pro quo requirement: users must view ads and share data to use the Internet, and this “contract” isn’t always transparent.

Prior Attentive Ad Exposures Increase Ad Attention

Tristan Webster and Kenneth Wilbur showcased their most recent collaborative work examining attention and frequency in advertising: the impact of multiple exposures on people’s attention to TV ads. They applied CTV data which TVision has collected natively in the field to provide insight into the long-examined question, “Is there an optimal frequency for TV ads?”, but more granularly: “What is happening in the media environment while viewers see ads, and how does that affect their attention?”

Building Trust Through Transparency

In a 2019 Pew survey, 79% of Americans say that they know big companies track their online behavior while 59% say they don’t know how the data is used and have little control over how the data is used. In a 2020 survey, Pew found that most Americans want the right to permanently delete their health related data.

Cookieless Audience Targeting and Attribution: A Pharma Case Study

While attribution has been around two decades, a great breakthrough for digital, the deprecation of third party cookies is likely to have a significant impact. Options to MTA include: walled gardens, focused on one channel only, and data clean rooms such as those operated by the identity companies. Cleanrooms are data intensive but much better than single channel walled gardens.

Advertising’s Sequence of Effects on Consumer Mindset and Sales

The academic study at the heart of this presentation compared 13 hierarchy-of-effects (HoE) advertising models to determine which model matters the most, what moderators are most prominent, and what factors and sequence are most important in driving sales. Understanding the sequence of effects is most important for advertisers and marketers as they build their campaigns.

MODERATED TRACK DISCUSSIONS: Cross-Platform: Measurement & Identity

During the discussion, Duane Varan (MediaScience) and Steve Bellman (MediaScience & Ehrenberg-Bass Institute) discussed the metrics they used, the implications of their research for media planning, and the results of their research in the U.S. Sean Pinkney (Comscore) talked about the lessons he had taken away from his analysis of missing data.