privacy

Privatized Measurement

  • Posted: June 20, 2023

Insights across all touchpoints during the customer journey reveal an optimal allocation of the marketing budget and enables personalized messaging to specific targets. Marketers must be able to analyze the customer engagements during this journey for attribution and to maximize ROI. However, there are challenges for marketing due to GDPR, as well as U.S. privacy regulations and the cookie deprecation actions of Google and Apple. Additionally, 76% of consumers are concerned about how their data is being used. These challenges have resulted in the loss of scale and addressability, as well as targeting and measurement limitations.

Privacy Safe Approach to Ecommerce Audience Quality Measurement

  • Posted: June 20, 2023

A multi-billion dollar pet food manufacturer analyzed its audience targeting strategy with the goal of ensuring efficient online ad spending, according to Souptik Datta and Zulema Doiny-Cabre of GroupM. The analysis with GroupM evaluated the performance of existing audience segments, pinpointed profiles of high-performing audience segments for additional opportunities and determined the optimal ad impression frequency.

The Measurement Dilemma — Navigating Privacy-Driven Disruption

  • Posted: June 8, 2023

Changes in privacy legislation, the deprecation of the third-party cookie, and new rules on Google and Apple platforms have set the stage for the impending data disruption in the advertising industry, as outlined in IAB’s State of Data 2022 report and OptiMine’s overview on Google Topics. Both presentations and the subsequent panel discussion in this Insights Studio session emphasized the unavoidable impact the loss of individual tracking will have on measurement and attribution and urged marketers to act quickly to prepare for the effects on revenues.

Identity Resolution Group: Demystifying Data Cleanrooms

  • Posted: June 8, 2023

Data clean room technology has had a place in the advertising ecosystem for years but has become increasingly prominent in today’s landscape where major disruptions in data governance and privacy are emerging. Data cleanroom companies provide environments for two or more companies to share first-party data in a neutral, secure, privacy-compliant manner. They are used for activation, media measurement, and insights. At this event, Working Group Chair Sable Mi (VP of Analytics, Epsilon) moderated a powerful discussion with guests Alya Adelman (Director of Product, Blockgraph), Devon DeBlasio (VP of Product Marketing, InfoSum), Matt Karasick (Chief Product Officer, Habu), and Alysia Melisaratos (Head of Solutions Engineering, LiveRamp) to unpack the value that data clean rooms can provide.

Implications of Changing Privacy Frameworks on Measurement & Marketing

  • Posted: June 7, 2023

At Part I of our Insights Studio Series on November 2, 2022, we discussed key shifts in the ads landscape and insights on peoples’ thoughts and behaviors around privacy—based on the latest ARF Privacy Survey. Experts from Boston University, Meta, Nielsen and the ARF shared macro-level trends as well as frameworks to help make sense of the advertising ecosystem.

Implications of Changing Privacy Frameworks on Measurement & Marketing (Part II)

  • Posted: June 7, 2023

During Part 2 of our Insights Studio on Privacy experts from Neustar, Sallie Mae and the ARF examined what privacy changes mean for marketers. They discussed the importance of a mutually agreed upon value exchange between the consumer and the brand and the implications of the changing privacy frameworks for the targeting and measurement of advertising. Although there are challenges related to consumer privacy, regulatory issues and measurement, the panelists were optimistic about the potential for resolution.

Day 4 Panel Discussion & Closing Remarks

  • Posted: June 5, 2023

Maggie Zhang of NBC Universal invited all the presenters back to a wrap-up session called “Attribution Pivot,” where she asked what challenges marketers are facing and how they are meeting them. Each provided insight into important attribution challenges that they as a marketer or their client is facing. Limitations include lacking the ability to do A/B testing, privacy issues and the looming issue of cookie depreciation. It is also difficult to determine long-term lift, such as lifetime value.

Modernizing Attribution for the Future

  • Posted: June 5, 2023

The marketplace is rapidly changing and the industry faces challenges due to digital disruption, marketplace fragmentation and consumer privacy issues. Nielsen’s Katie Koval explained that the audience identifiers of today, such as cookies, will not be useful in the future. As a result, according to Nielsen’s Annual Marketing Report, in aggregate, 46% of marketers are not confident in the measurement of ROI across digital channels.

MRC’s Outcomes and Data Quality Standard

  • Posted: June 5, 2023

The MRC’s Ron Pinelli outlined the scope of the Outcomes and Data Quality Standard, recently completed in September 2022. Part of MRC’s mission is setting standards for high quality media and advertising measurement, and Ron walked through the phased approach and iterative process that included the ANA, the 4A’s and other industry authorities.

Harnessing the Superpower of Personalization in a Privacy-Safe World

  • Posted: May 31, 2023

Michael Tscherwinski (Circana) and Greg Younkie (Kraft Heinz) explored how personalization of quality data can take performance up to the next level and shared learnings from a two year journey that found personalized impressions supported by the right data can drive stronger impact.

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