Singapore – Integral Ad Science, a worldwide media measurement and optimization platform, today announced a partnership with Snap Inc. This agreement seeks to provide advertisers with greater transparency during their Snapchat campaigns by employing IAS’ AI-powered total media quality (TMQ) brand safety and suitability measurement tool.
Compliant with the Global Alliance for Responsible Media (GARM) guidelines, the newest product offers marketers the benefit of independent verification together with reliable and open industry data. Frame-by-frame analysis of images, audio, and text is used in IAS’s Total Media Quality solution to provide insights into video content while guaranteeing the most accurate assessment at scale.
Speaking about the partnership, Lisa Utzschneider, CEO of IAS, said, “We are excited to partner with Snap to deliver our best-in-class measurement solution for marketers to safeguard and scale their businesses on Snapchat. Snap is focused on developing ad offerings in a premium and safe content ecosystem, and our partnership will give advertisers actionable data to maximise their investment across Snapchat.”
Meanwhile, Patrick Harris, president of Americas at Snap, expressed, “We’re thrilled to partner with IAS to offer Snapchat advertisers an additional layer of brand safety and suitability. We’ve built safety into the fundamental architecture of our platform and are dedicated to providing our community and partners a healthy and safe experience. We look forward to continuing to invest in products and partnerships across the brand safety ecosystem.”
Bangkok, Thailand – Beauty brand L’Oreal Thailand has launched its newest UVD invisible serum, accompanied with a digital and OOH campaign by McCann Worldgroup Thailand agencies, McCann, MRM And CRAFT.
The OOH campaign is running from March to April in the Em District in Bangkok and across the BTS Skytrain, complementing an on-the-ground activation in the Em District, hosted by L’Oreal.
Additionally, there is also content for street pylons and additional digital videos for social media.
Talking about this campaign, Elvire D’Ussel, L’Oreal Paris skincare brand business leader for L’Oreal Thailand, said, “Together with McCann Worldgroup, we achieved the creation of the first full O+O campaign on L’Oreal Paris UV Defender Invisible Serum, setting new standards of activation with the first global and local beauty squad, the first OOH experience at the new premium shopping destination, Emsphere, and the first OOH 3D content among L’Oreal’s cosmetic brands.
We created locally relevant awareness and consideration content, bridging offline and online together. This campaign is as golden as our partnership with McCann Worldgroup, thank you for making this possible”, she added.
Meanwhile, Romain Lorilloux, regional creative director, L’Oreal, McCann Worldgroup Thailand, commented, “Through collaborations between McCann, CRAFT and MRM, L’Oreal Paris UV Defender’s digital activation campaign is an exciting yet challenging project, with great opportunity to prove our McCann Worldgroup network’s capabilities.”
“With our close partnership with the L’Oreal Paris team, we created the high quality assets and campaign within a critical timeline to generate the first-time ever experience across the consumers’ journey from O2O2O. It is our absolute pleasure to be part of this success”, he added.
In today’s dynamic economic climate, brands constantly navigate budget constraints within their digital marketing efforts. The digital advertising landscape is evolving rapidly, driven by trends such as AI optimisation, increased personalisation, and growing mobile usage. In this context, cost-efficiency has emerged as a critical factor that can significantly influence the success of marketing campaigns while ensuring financial sustainability.
The Transformation of Digital Advertising with AI
The digital advertising landscape is undergoing a paradigm shift with the integration of AI. AI has become indispensable for engaging, converting, and reaching consumers effectively. Insider Intelligence predicts that over 50% of digital ads will leverage AI and machine learning by 2024, creating seamless, personalised experiences across devices and formats.
AI enables advertisers to create hyper-personalised messages for each individual, enhancing relevance and engagement. They can continuously experiment with and optimise campaign elements such as captions, images, and calls to action, maximising impact. AI also helps advertisers predict the consumers most likely to react positively to tailored value propositions, enabling more targeted and effective campaigns. Furthermore, AI facilitates the automation and scaling of cross-channel advertising while preserving personalisation, resulting in significant cost savings and increased efficiency.
AI’s Impact on Cost-Efficient Mobile Advertising
AI is transforming the landscape of mobile advertising and making it more cost-efficient. Industry reports from eMarketer reveal that AI has led to a 27% decrease in customer acquisition costs. Furthermore, Epsilon’s research found that AI-driven Personalisation Images influenced 80% of consumers to purchase. By leveraging AI, brands can create more targeted and personalised ads, reducing waste and improving return on investment.
AI-powered mobile advertising allows brands to leverage buying intent signals to diversify their digital advertising strategies. By harnessing these signals, brands can gain insights into consumer behaviour, allowing them to target their advertising efforts more effectively and efficiently. This approach increases the likelihood of conversions and ensures brands get the most value from their advertising spend.
E-commerce businesses could benefit from using AI and machine learning to create personalised product recommendations, dynamic pricing, and targeted ads based on consumer behaviour, preferences, and purchase history. AI can also help e-commerce businesses improve customer service, loyalty, and retention by using chatbots, voice assistants, and sentiment analysis. Xtend’s Whitepaper showcases an Indonesian e-commerce platform.
AI-powered solutions activate dormant buyers and targeted micro-cohorts. An effective pacing strategy was developed. As a result, the platform has gained three times the amount of new buyers monthly, with click-through rate value that is four times higher than the industry average rate.
Personalisation, another key digital advertising landscape trend, influences consumer behaviour and advertiser strategy. AI-powered personalisation enables brands to deliver tailored messages to consumers, increasing engagement and conversion rates. By delivering content that resonates with consumers personally, brands can enhance their relationships with consumers and drive loyalty, all while optimising their advertising spend.
In 2024, advertisers are expected to embrace immersive and cohesive ad formats, creating a holistic advertising experience. The shift towards a more automated, data-centric, and integrated advertising experience is anticipated.
In conclusion, as digital advertising evolves, brands must prioritise cost-efficiency in their AI-powered mobile advertising strategies. By leveraging AI and machine learning, brands can deliver personalised and effective advertising campaigns that engage and convert consumers and ensure financial sustainability in an increasingly competitive market.
This article is written by Murali Dharan, Chief Commercial Officer at Xtend.
The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2024. What’s NEXT 2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.
New York, USA – Global media platform Teads has announced an expanded exclusive global partnership with LG Ad Solutions for CTV native advertising inventory across the Asia-Pacific region.
The expanded partnership will cover Australia, New Zealand, and the other ten countries in APAC, including Indonesia, Vietnam, the Philippines, Singapore, Malaysia, Thailand, Hong Kong, Japan, Taiwan, and India.
These new territories will extend Tead’s current exclusive footprint on LG Smart TVs in France and Belgium. Currently the exclusive premium associate for the first touch point on LG TVs in these regions, Teads is advancing the accessibility of high-quality advertiser engagement on the largest screen within households.
In France, Teads and Danone teamed up for Danone’s inaugural CTV campaign as an Olympic Games sponsor, using LG Ad Solutions’ unique CTV Native format. With Teads Studio and detailed data, they reached audiences on different devices, ensuring Danone’s presence in a top-quality, safe environment for brands.
Teads and LG Ad Solutions’ worldwide exclusive agreement adds to their current partnerships in Central and Eastern Europe on LG Smart TVs. This wider coverage lets advertisers use LG Ad Solutions’ Automatic Content Recognition (ACR) technology for better targeting. The seamless integration of ads and precise targeting ensures viewers get relevant experiences while advertisers enjoy improved media performance.
In these regions covered by the expanded partnership, brands can now use LG Ad Solutions’ ACR data to learn about how LG TV users watch shows and ads using privacy-friendly visual and audio recognition tools. Teads can then target particular audiences based on the type of TV consumption (live or streaming), content and ad exposure, and other relevant viewership data.
LG Ad Solutions’ advertising formats create a bridge between linear TV and OTT content consumption on the largest screen in the home, providing prominent brand placement, interactive ad formats, and direct access to advertised content and products.
Furthermore, Teads also collaborates closely with industry-recognised partners like Kantar and Cint (Lucid) to provide thorough and dependable measurement solutions. This gives clients strong insights and performance data, helping them evaluate their campaign effectiveness and make smart decisions.
This partnership with LG Ad Solutions helps Teads reach new CTV audiences and gives brands the chance to use Teads’ holistic omnichannel targeting strategy for precise and effective campaigns across different screens.
Combined with tailored ad formats that further amplify brand storytelling, Teads empowers brands to cut through the clutter and captivate viewers on the biggest screen, thereby maximising engagement and driving measurable results in the ever-evolving digital advertising landscape.
With customised ad formats that enhance brand storytelling, Teads enables brands to stand out and engage viewers on the largest screen, boosting involvement and delivering measurable outcomes in the constantly changing digital advertising world.
Bertrand Quesada, co-founder and co-CEO of Teads, said, “Our expanded partnership with LG Ad Solutions enables brands and agency partners to extend exceptional creative across all screens and further their storytelling with vast audiences. In just less than a year, we’ve already seen tremendous success in France and Belgium as they embrace CTV native advertising to leverage omnichannel strategies. We look forward to our elevated relationship as we deepen our CTV presence globally with a world-class leader.”
Also speaking on the partnership, Serge Matta, president of Global Ad Sales at LG Ad Solutions, commented, “As smart TVs are increasingly becoming the central device of households around the world, we are thrilled to expand our exclusive partnership with Teads in these new regions. We’re eager to further elevate our direct-to-glass strategy and shared mission in partnering with brands to deliver incremental audiences.”
Meanwhile, Thibaud Rivals, lead media manager at Danone Paris, also shared, “The strategy deployed by Teads enabled us to respond to the challenges of media fragmentation and the new uses of our audiences. We were delighted to have been one of the first companies to test this new CTV screen, through the partnership between Teads and LG Ad Solutions.”
Australia – Fetch TV and Kargo have formed a partnership to promote sales of premium video advertising inventory on the Fetch aggregation platform. Fetch provides access to a large and actively engaged TV audience via advertising-supported FAST and subscription channels.
In partnership with Fetch’s in-house advertising team, the agreement with Kargo provides Fetch with an expanded sales network to cater to Australian advertisers and media agencies seeking high-quality video spots.
Through direct or programmatic advertising campaigns that are cost-effective and highly targeted, Kargo will facilitate advertisers having the chance to interact with the Fetch audience. These campaigns can be run as straight video buys or with Kargo’s enhanced advertising solutions and cohort targeting options placed on top of Fetch inventory.
The sales team at Fetch Ads will continue to cater to the market for display user interface advertising, working closely with Kargo to create new video briefs and trade agreements.
Speaking about the partnership, Robert Leach, Kargo GM APAC, said, “With extensive experience in online video over many years, Kargo has developed a suite of enhanced pre roll advertising solutions that have been proven to work much harder than standard pre-rolls. Over the last couple of years Kargo has brought this experience to enhanced CTV advertising with some of the world’s largest broadcasters. The results have been amazing, with dramatic increases in ad recall, brand awareness, consideration, favorability and purchase intent when compared to standard CTV pre rolls.”
Meanwhile, Melissa Fitzgerald, head of advertising at Fetch TV, said, “The launch of video advertising on Fetch has been a great success and with demand growing every day. Adding Kargo to our sales efforts will enable us to scale quickly and better service our agency partners. Kargo is a progressive company with an established and well-regarded sales team that now provide advertisers with access to Fetch’s large audience, servicing the Australian market nationally.”
Furthermore, Robert Leach, Kargo APAC’s GM, stated, “We are well aware of the effectiveness of CTV pre-roll. This partnership marks a major milestone in shaping the CTV landscape of Australia. Merging Fetch TV’s top-notch content delivery with Kargo’s cutting-edge advertising solutions not only enhances the audience’s ad viewing experience but also boosts brand favorability and recall. It’s a win-win situation for everyone involved.”
With 2024 now in its early full swing, the contours of the marketing landscape in Asia-Pacific are being reshaped by a confluence of factors ranging from emerging technologies to shifting consumer behaviours and evolving regulatory frameworks.
In this era of digital acceleration and heightened connectivity, the very fabric of marketing is undergoing a profound evolution, where traditional boundaries are blurred, and new frontiers beckon. As brands endeavour to navigate this intricate web of opportunities and challenges, the imperative to anticipate and adapt to the evolving needs and preferences of consumers has never been more compelling.
As part of MARKETECH APAC’s “What’s NEXT”, our dedicated thought leadership series is back–unravelling the threads of innovation, cultural nuance, and strategic foresight that weave together the tapestry of this diverse and dynamic marketplace. From the importance of artificial intelligence (AI) to both creative and enterprise uses, to familiarisation of data-driven strategies amidst the privacy-centric advertising era on the horizon, these are the insights various industry marketing leaders have shared to push forward the regional marketing scene further into 2024 and beyond.
Check out the initial line-up of published insights by marketing leaders under the series:
For our inaugural What’s NEXT thought leadership piece, Sudipto Das, Vice President, Advertiser Solutions, APAC at PubMatic, shared his thoughts on the future of programmatic supply chain, which means rethinking the supply chain which in turn will create new opportunities for differentiation and value creation for the industry. Check out the full article here for more insights.
In this piece by Billy Loizou, Area VP, APAC, Amperity, he notes how executives who genuinely buy into the process of digital transformation are more likely to facilitate change effectively and communicate its benefits to their teams. Check out his byline here on how these priorities are essential for guiding organisations toward a successful and adaptive future.
From free ad streaming TV’s (FAST) exponential growth to the impact of AI in advertising, check out this comprehensive byline here from various industry leaders from Nexxen and read some of their insights at some strategic shifts poised to define the year ahead.
This byline from Jennie Johnson, Head of Marketing, GrabAds, details how brands in Southeast Asia can effectively serve as the ideal companion travellers need in their pursuit of an authentic, superior travel experience – both right now and in the future. Check out her byline here.
From the long-anticipated shift from third-party cookies to first-party data to the harnessing of AI and the evolution of e-commerce, these are the trends that will help shape the future of brand connection, according to this byline from Harley Ramien, Director for Asia Pacific at Bonzai.
Sathya Anand, Digital Strategy Director at Iris Singapore, shares his actionable insights in this piece here on how CMOs and marketing leaders must step back, create a martech framework that works for them and be the person to champion it at their organisation.
Marketers who have spent years trying to ‘win’ the organic search engine visibility game may feel understandably crestfallen by this latest disruption, and have to adapt and innovate their search marketing strategies once again to meet a new set of parameters. Worry no more, because Gary Cheung, General Manager of NP Digital Hong Kong & Taiwan offers his actionable insights to win online search this year in this piece.
For Matt Tindale, Head of Enterprise APAC, LinkedIn Marketing Solutions, LinkedIn, the future of work that B2B marketers should note of, ranging from the implementation of AI across enterprises, the continued importance of measurement framework, and focusing on more human-centric approaches in building consumer trust. Check out his insights here.
In this byline from Killian Menigot, Senior Production Manager, Tokyo, Nexxen Studios, shares the various benefits of data-driven, in-stream video ads for publishers and advertisers. Check out the article here to learn more about how these types of ads not only offer publishers a robust tool for monetisation but also pave the way for viewers to experience advertising that is both engaging and tailored to their preferences.
With AI now being used to improve every aspect of DOOH advertising, from targeting and personalisation to creative development and measurement, Divya Acharya, Vice President, Solutions Design & Development & Marketing Science, APAC, at GroupM Nexus, shares how ambitions of the AI-focused businesses being formed today will likely drive this growth in the years to come in her piece here.
On this piece by Shahid Nizami, VP, Sales, APAC at Braze, he imparted advice for marketers on how effectively tapping into the power of first-party data starts with creating a unified customer view, as well as how data agility enables a brand’s data to move at the speed of its business. Check out more of his insights here.
Amidst a relentless expansion of digital platforms and the ever-evolving landscape of consumer behaviours have escalated the battle for attention, compelling brands need to redefine their marketing strategies and carve out distinctive identities. Shant Oknayan, Vice President, Asia, Oceania & Africa, TikTok Global Business Solutions, imparts his insights on encouraging brands to instil a creative bravery mindset in their modern marketing strategies this year. Learn more of his advice here.
While consumers’ needs have not undergone drastic shifts, the evolving dynamics of how retailers meet these consumer needs constitute a dynamic blend of art and science. For Lee Soon Yean, Country Manager, Malaysia, Adyen, adaptability is key for long-term success in the ever-changing retail landscape. Check out more of his retail-centric insights in this piece here.
In this piece from Jonathan Reeve, Vice President APAC, Eagle Eye, he imparts actionable insights on how the subscription-based model, despite its continuing popularity, its competitive edge will come from brands that efficiently and effectively execute it in partnership with specialised and experienced solutions providers who excel at optimising these programs. Check out his detailed insights on the topic on his byline here.
While most advertisers think about third-party cookies in the context of targeting, they are used across a variety of tools that span data collection, audience segmentation, data onboarding, and, most importantly, measurement. For Peter Ibarra, Head of Adtech Solutions, Amperity, brands that have left the cookie-centric environment are experiencing a competitive advantage and will continue to do so since most of the industry has not shifted their reliance on 3P cookies. Learn more about this in his byline here.
Taj Samson, Executive Director, Brand Performance, APAC, Landor, shared how a strategic and comprehensive implementation process, following the outlined steps, enables organisations to navigate the data deluge purposefully, ensuring valuable insights translate into tangible improvements and sustained success in the dynamic world of marketing. Learn more of how marketers can navigate the sea of data in this piece here.
‘What’s NEXT 2024 Thought Leadership Series’ is part of the ‘What’s NEXT 2023-2024 Series’, which gathers marketing and industry leaders in APAC to share their marketing insights and predictions for the upcoming year. If you would like to be a part of this initiative, please reach out to us at [email protected].
Hong Kong – Global independent programmatic DOOH adtech Hivestack has launched an assortment of programmatic DOOH installations to real estate offices for the first time in North Asia, in line with its partnership with real estate agency Midland Realty.
Through this partnership, DOOH screens in over 50 Midland Realty branches in commercial and residential locations across Hong Kong Island, Kowloon and New Territories will be integrated via the Hivestack Supply Side Platform (SSP) and available for programmatic buys via Private Marketplace (PMP) and Open Exchange.
Now, for the first time in North Asia, brands, agencies and omnichannel DSPs integrated via the Hivestack platform will be able to target a variety of new audiences in affluent residential and commercial areas in Hong Kong via Midland Realty’s unique shop front DOOH screens.
Talking about the partnership, Troy Yang, managing director for North Asia at Hivestack, commented, “The partnership with Midland Realty represents a significant milestone in the programmatic DOOH market in North Asia as it launches an entirely new environment and audience set for marketers to target with their brand campaigns.
“Midland Realty is the first mover in the real estate market to enable programmatic DOOH transactions via their shop front window screens and we are delighted to work with them to drive incremental revenue growth from programmatic DOOH,” he added.
Meanwhile, Sammy Po, chief executive officer of Midland Realty’s Residential Department in Hong Kong and Macau, added, “We are glad to become the first and only media owner in the Real Estate sector across North Asia now integrated for programmatic DOOH. Our electronic screens primarily display real estate-related information but through the partnership with Hivestack, brands and advertisers can now reach real estate audiences at our branches located throughout Hong Kong.”
Singapore – Kargo has announced the launch of its new proprietary service ‘CORE’ (Create Once, Run Everywhere) in APAC. This solution is built on creative science and empowers advertisers to easily use their creative assets across screens for seamless campaign performance at scale.
A combination of creativity and technology, CORE empowers brands to reach their audience at the right time, in the right environment, and on the right screen. Kargo originally launched CORE in APAC for video and has now expanded the offering with a cross-screen enhanced pre-roll that runs across mobile, tablet, desktop, OTT and CTV.
Kargo is also adding creative capabilities including its popular mobile-only ad formats, such as Runway for desktop and tablet with adhesion, in-article, and outstream formats to follow. This means that advertisers can now create once and run enhanced video and display ad formats seamlessly on both desktop and mobile devices, maximising efficiency and impact.
As well as driving creative consistency, Kargo CORE has a range of other benefits including easy activation through direct PMP and programmatic guaranteed channels. Brands can also get extended reach on their preferred device with the ability to retarget users with a personalised experience to build stronger brand-customer relationships.
Lastly, Kargo’s offering enables brands to optimise campaigns and analyse performance to ensure resources are directed to the most effective channels, reducing waste.
Robert Leach, general manager for APAC at Kargo, said, “According to IPSOS 75% of a campaign’s success is driven by creativity. But as consumers flip through devices, maintaining cross-screen consistency with memorable ads is a necessity. So, given the high costs and lengthy turnaround times, how can brands tackle this task? The answer lies with Kargo’s newly expanded CORE creative suite.
He added, “Advertisers in APAC will see higher performance against their goals with our CORE offering, which makes it easy to run creative from a single campaign across different channels and screens. Our creative science innovation provides the perfect combination of automation and innovation to help advertisers cut through the clutter and achieve success.”
Sydney, Australia – Multinational advertising and public relations company Publicis Groupe has announced the appointment of Clare Pickens as CEO of Leo Burnett Australia.
Being picked out in a global search for Leo Burnett Australia’s next CEO, Pickens will then be taking the helm of the agency in April.
Prior to her appointment, Pickens worked in various roles at Wieden+Kennedy based in Amsterdam and London. She led brand strategy and creative quality, delivering on business objectives for brands including Uber, Nike, Mondelez, Instagram, Heineken, P&G, Netflix, Diageo, Levi’s and Booking.com.
She was also previously Global Managing Director of creative agency Red & Co. and was most recently Managing Director of HERC Amsterdam.
Speaking on her appointment, Pickens said, “I am deeply excited by the opportunity to join the Leo Burnett team in Australia. Being part of such an established group with a legacy of effective and quality creative work is a great privilege. I’m looking forward to rolling up my sleeves and helping usher in a new phase of progressive partnership and business solutions with our wide client base.”
Meanwhile, Michael Rebelo, CEO of Publicis Groupe ANZ, commented, “Clare is a leader who has worked across multiple markets and client categories, with a progressive view on creativity and what it takes to deliver innovative and effective work. Her commercial acumen has been honed leading creative agencies focused on building business through creativity. We are excited to bring such a unique international leader to Australia to lead Leo Burnett.”
The loss of third-party cookies will completely disrupt the digital media ecosystem. While most advertisers think about third-party cookies in the context of targeting, they are used across a variety of tools that span data collection, audience segmentation, data onboarding, and, most importantly, measurement.
How Google’s deprecation of third-party cookies impacts consumer privacy online
The deprecation of third-party cookies by Google will change the way consumer data is used online. With fewer third-party tracking cookies, there’s less opportunity for widespread tracking of user behaviour across different websites. This shift means consumers have more control over their personal data by allowing users to opt-in vs opt-out of data sharing. This will force companies to explore new consent incentives and test alternative tracking methods.
For instance, there will be a significant move towards the collection and management of first-party data because of the numerous benefits it offers, such as improved data accuracy, enhanced customer relationships, greater data control and security, and more effective personalisation strategies.
The elimination of third-party cookies will also significantly alter the data compliance landscape. Companies will need to focus more on obtaining explicit consent for data collection while aligning with a mishmash of regulations across geographic regions, with GDPR and CCPA. This shift could also prompt new regulations specifically addressing alternative tracking technologies and first-party data collection practices to ensure the data company is consensually provided.
Challenges and opportunities that brands may face as they shift from third-party to first-party data collection
Brands face fundamental challenges such as the need to invest in new technologies for first-party data collection and the potential reduction in the amount of available consumer data. This new reality will present opportunities, including building more direct and meaningful relationships with customers, gaining accurate and relevant data that can inform customer interactions, and enhancing brand trust and credibility.
The key is to align on a strategic vision and select the right data management solutions to achieve it. Ones that are scalable, user-friendly with out-of-the-box analytics features, compliant, and capable of integrating seamlessly with existing martech and other systems.
Companies should revisit their data governance policies to ensure compliance with privacy regulations and ethical standards. This includes implementing robust consent management systems, ensuring compliance, and being transparent about data collection and usage practices. Investing in management and security to protect first-party data is also crucial.
Finally, it’s important to remember that while many CDPs offer tools and features that can support compliance, transparency, and security, they are not a complete solution in themselves. Companies must actively manage these aspects in line with their specific needs and regulatory requirements.
How the Privacy Sandbox and other similar initiatives balance the need for user privacy with the commercial need for targeted advertising
Initiatives like Google’s Privacy Sandbox aim to create technologies that allow for user privacy while still enabling targeted advertising. These initiatives may involve using aggregated, anonymized data or machine learning algorithms that process data on the user’s device without transmitting sensitive information.
But while Google’s Privacy Sandbox is beneficial from a privacy standpoint, it limits the depth of data brands are used to working with. They should not rely on Google to provide the data or tools they need to power personalisation capabilities compared to what first-party data used with a CDP offers.
CDPs consolidate diverse data sources to offer a comprehensive view of customer behaviour and preferences, excelling in personalisation through detailed segmentation and targeted campaigns. This contrasts with the Privacy Sandbox’s limited use of personal data.
CDPs stand out with their real-time data processing, enabling immediate responses to customer behaviours, a feature less emphasised in the Privacy Sandbox. They offer businesses direct control and ownership over customer data, allowing more flexibility in data management and use. This control is crucial, especially compared to dependence on third-party platforms like the Privacy Sandbox.
Additionally, CDPs offer customisation to meet specific business needs and integrate with other tools, creating a tailored tech stack that may not be as achievable with the Privacy Sandbox. They also support compliance with various privacy regulations, such as GDPR or CCPA, enabling responsible and ethical data management while still deriving valuable insights.
The role of artificial intelligence and machine learning in the cookieless era
The alternatives to replace third-party cookies for tracking and data analytics purposes we’re already seeing include first-party data activation tools, the return of contextual advertising, data clean rooms for measurement and collaboration, and AI. By using AI and machine learning for predictive analytics based on first-party data or using blockchain for transparent and secure data transactions.
As reliance on third-party cookies decreases, AI and machine learning will play a more significant role in marketing. As we move forward, it’s becoming increasingly clear that brands must embrace new AI-driven methodologies to effectively acquire and retain customers. This shift isn’t just about keeping up with technological advancements; it’s a response to intensifying business pressures and evolving consumer demands.
From a business perspective, the pressure is mounting for efficiency, scalability, and the effective use of data to drive greater returns. In this landscape, AI’s role is crucial. For CMOs, delivering a greater return on investment has emerged as the primary objective for 2023, underscoring the need for a more sophisticated, data-driven approach.
However, this shift isn’t solely about the numbers. Consumer demands are equally influential in shaping this new paradigm. There’s a growing concern among consumers about how AI and their personal data are used. They expect brands to be not only conscious but also responsible in their data utilization. Furthermore, as consumers become more willing to share their data, they anticipate a higher degree of personalisation and relevancy in their interactions with brands. They want experiences that are tailored to their preferences, delivered at the right time, and through the right channels.
The intersection of business efficiency and consumer-centricity is defining a new era in marketing. Brands that successfully navigate this landscape by leveraging AI in a responsible, consumer-focused manner are poised to thrive in this dynamic environment.
How brands can ensure transparency and maintain trust with their customers during this transition
Brands will maintain consumer trust during this transition by being transparent about their data collection and usage practices. Regular communication with customers about how their data is being used and providing them with greater control over their data will foster trust. Additionally, keeping pace with and adhering to growing privacy regulations and ethical standards is key.
There is no silver bullet to replace the third-party cookie, and advertisers have the opportunity to reimagine their digital media tech stack. In fact, we’re seeing that brands that leave the cookie environment now are experiencing a competitive advantage and will continue to do so since most of the industry has not shifted their reliance on 3P cookies.
This article is written by Peter Ibarra, head of adtech solutions, Amperity
The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023-2024. What’s NEXT 2023-2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.
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