Tag: Cookies

Australia – Martech landscape is getting complex, and the demise of the cookie is causing more confusion for marketers than ever before, and with this, Cheetah Digital, the cross-channel customer engagement solution provider for the modern marketer, has launched a new campaign, aimed at approaching conversations around the post-cookie world.

Ahead of the company’s flagship Signals21 event, Cheetah Digital engaged Wayne Knight, best known for his role as the snoopy ‘Newman’ from Seinfeld to play the hilarious, snoopy ‘Dennis’ whose hand gets ‘caught in the cookie jar.’ In the in-house created campaign, Knight appears in a series of YouTube clips as ‘Dennis’ being sneaky and snooping on customers, as well as the human embodiment of cookies.

The new campaign follows on from a 2020 campaign Cheetah Digital ran for their Signals event, where the martech company partnered with rockstar Tommy Lee from Mötley Crüe and his wife Brittany Furlan-Lee. The husband and wife duo emceed the event and were also featured in a series of comedic promotional videos in the lead-up to the event.

Tim Glomb, Cheetah Digital’s vice president of content and data, shared that the campaign creatively “humanises the technical process behind the scenes of cookie tracking.”

Billy Loizou, Cheetah Digital’s vice president of go-to-market for APAC, noted the importance of being ahead of the curve when it comes to making martech accessible and relatable is critical in today’s complex and content saturated B2B environment. 

“That’s why ahead of Signals, Cheetah Digital decided to go a more ‘Super Bowl Sunday’ route and have a bit of fun with our messaging. It’s great to be able to do something different and ‘think outside the cookie jar’ to enliven conversations and debate around the future of marketing beyond the cookie,” said Loizou.

Cheetah Digital created the campaign after it ran a survey polling over 5,000 global respondents that found 70% of consumers don’t trust social media with their data due to privacy issues, with 37% deleting cookies from their web browser.

London, United Kingdom – With the eventual ‘death’ of third-party data in favor of privacy-centric advertising strategies, global location-based programmatic advertising company Blis puts focus on this dilemma businesses in the future may face by launching a global campaign that likens this ‘data drought’ to an actual drought in real life.

The campaign, which features Blis’ CEO Gregor Isbister, demonstrates the metaphor of being alone in the desert during a drought is aligned with the fact that businesses should migrate as soon as possible with advertising strategies with privacy at its core, unless they wait to be affected by the changes on data-centric advertising.

Furthermore, Blis demonstrates that businesses can ‘escape’ this ‘drought’ by implying privacy-centric ad strategies, including their commercial message of location-powered behavioral data that can provide marketers and media planners with real-world behavior data.

Other messages include location data that can help brands understand the real purchase journey and through an interactive and visual tool that combines data from the company’s global panel with precise location data and anonymized rich third-party signals, discovering and activating audiences is quick and easy.

https://www.youtube.com/watch?v=Ya42f6Z3gtw&t=1s

“The scarcity of data in the post-cookie world does not remove the ability to engage and connect with your digital audience. Brands can still reach their online prospects at scale via privacy-compliant personalized advertising. Even though at Blis we work in the B2B space, we are still marketing to people, and especially during this exceptional time in history, we want to engage our audiences and leave them with a positive and memorable impression, by speaking to them not as robots, but as actual real humans with needs and wants,” Ed Burleigh, head of marketing for Asia at Blis shared to MARKETECH APAC.

When asked why they used the metaphor of a drought in the desert to represent the campaign, Burleigh stated that the desert is an ‘extreme metaphor’ for what may happen when cookies disappear entirely from the digital advertising ecosystem, adding also the new landscape where Apple’s ID for Advertisers (IDFA) update eliminates ad tracking.

“In the desert, there are limited options to survive. However, Blis believes by applying the power of location data, and a myriad of rich and anonymized data signals, brands can reach the right people at the right time. We know that marketers are concerned about the removal of the Chrome cookie. However, we believe a data drought can be avoided,” he stated.

Burleigh added, “We’ve done this by addressing a key industry issue – that is facing all of us – with a sense of clever playfulness. One way we’ve achieved this is by putting a face on the brand, which is a great way to humanize it. Our new company video features our CEO Greg as the lead ‘character’ on a personal journey to beat the data drought. It’s authentic, believable, and fun.”

Singapore – Xandr, the advertising technology unit of telco AT&T, has launched an industry guide called ‘Shaping the Future of Identity’, which aims to prepare buyers, sellers, and market participants for a future without third-party cookies.

As privacy among consumers is growing stricter, the deprecation of third-party cookies nears. With this, marketers need to adjust buying strategies to ensure their programmatic advertising investments remain effective and efficient, reaching customers across screens in a non-intrusive and privacy-safe way.

The ‘Shaping the Future of Identity’ guide by Xandr aims to provide a look at the impending path forward. It will be offering insights from Xandr executives and industry leaders, and will look at how the identity landscape is changing and what number of solutions are best responses, such as from industry IDs to contextual targeting and curated marketplaces.

Captify’s SVP of Partnerships Matthew Papa shared that as the loss of third-party cookies approaches, advertisers’ top concern is how this will impact their ad performance and their bottom line.

“Innovative solutions are emerging for the advertising market that empowers advertisers to reach high performing, intent-powered audiences at scale. In fact, Captify’s Search-powered Contextual available via Xandr’s platform is a compelling alternative to cookie-based segments and standard contextual offerings in the market,” said Papa.

Meanwhile, Samuel Tan, the senior director of market development at Xandr APAC, said that the rapidly changing identity landscape has led the advertising industry to reach an inflection point, and that both publishers and marketers are central to writing the next chapter. 

“A collaborative approach driven by a core belief in the need for an open internet will be essential for the success of both buyers and sellers in the new era of digital advertising,” said Tan.

The ‘Shaping the Future of Identity’ guide is already available on Xandr’s website.

Singapore – Media company Verizon Media has launched its Next-Gen Audiences and Next-Gen Buying, the first two tools from its newly introduced Next-Gen Solutions suite – the first-to-market offering for advertisers and publishers independent of cookies or mobile app IDs for audience creation, buying, or measurement.

The two new tools will be using content and other real-time data signals like weather, location, and device types to power machine-learning algorithms that allow advertisers to connect with their most relevant audiences without the need for cookies, mobile app IDs, browser storage, or creating user-level profiles.

Over the past few years, internet companies have implemented tighter privacy-data protection policies to secure users’ personal data on the web. However, the majority of businesses still rely on third-party data for customer insights.

With the new tools, Verizon Media aims to build an identity-less era that delivers relevant ad experiences while strengthening consumer trust. Next-Gen Audiences is for creating audiences from machine-learning models built on Verizon Media’s extensive first-party data signals. Enriched by contextual and real-time signals, Next-Gen Audiences leverage existing demo, interest, look-alike, and predictive audience signals in an aggregated, privacy-centric manner to provide ad campaign accuracy and performance for brands, agencies, and publishers for identity-less impressions.

Meanwhile, Next-Gen Buying will be leveraging Next-Gen Audiences, maintaining healthy end-user marketing experiences for identity-less impressions while optimizing advertiser campaigns. By using machine learning-based frequency to limit over-exposures, Next-Gen Buying natively integrates into the Verizon Media DSP to intelligently bid between addressable and identity-less supply for seamless buying and delivery. 

“As legislation and consumer privacy preferences shift, and the ad ecosystem moves away from third-party cookies, advertisers, and publishers need new solutions that can reach consumers in relevant and meaningful ways. There is an expanding opportunity, given the massive digitization wave sweeping across Southeast Asia that netted 40 million new internet users in 2020 alone,” said Verizon Media in a press statement.

Rico Chan, the head of APAC sales at Verizon Media, shared that advertisers find themselves lacking ready access to privacy-centric identifiers that effectively reach the SEA region’s swelling digital population. 

“The roll-out of Next-Gen Audiences and Next-Gen Buying will allow advertisers who are identity-constrained to reach an addressable audience. The new tools will help advertisers achieve targeted scale, delivering relevant consumer experiences and enable better publisher monetization in the absence of IDs,” said Chan.

The new tools are now available in APAC, North America, and selected LATAM markets.

In addition, Verizon Media has announced that it will be launching Next-Gen Measurement in Q4 2021. This tool will allow advertisers to maintain omnichannel insights and measurements. By combining Verizon Media’s measurement methodology, based on first-party aggregated data, with third-party solutions provided by browsers and operating systems, it will provide a comprehensive, reliable, and privacy-preserving foundation for measurement.

Singapore – Recognizing the need for brands to transition from the traditional dependence on ‘cookies’ for their digital advertising to a privacy-centric method, MARKETECH APAC, the news content platform dedicated to the advertising and marketing industry in the APAC region, has recently conducted its webinar last 2 June to spur the dialogue on the topic. It provided marketers and advertisers in Asia a view of the best practices they can adopt for their transition to a new internet landscape that is fast putting the premium on consumer privacy. The virtual event on Wednesday also uncovered firsthand insights from marketing professionals in Asia with a panel that saw the gathering of esteemed leaders from the industries of insurance, digital payments and fast food. 

In the first half of the webinar, Creative & Media Innovation in Asia | Preparing your brand for a cookieless world, Travis Teo, co-founder and executive director of Adzymic, presented a discussion on the status quo of third-party cookie usage in marketing and the challenges and opportunities it would leave once they are finally phased out in 2022. 

Meanwhile, in the said panel discussion, industry practitioners shared their experiences as they shift away from cookie targeting techniques. Marketing leaders from Payoneer, Burger King, and Income discussed the strategies they are employing to get ready for the not-so-distant future. 

Privacy-centricity and creative technology: modern marketing techniques for the new cookieless era

In the first presentation, Teo discussed a three-pronged approach that brands can follow to continue driving campaign performance in the post-cookie world: how to sustain accurate audience targeting, where should the ads appear, and how creative messaging strategies should shift to adapt to the new targeting methods. 

He discussed in detail the key alternatives to third-party cookies, sharing the pros and cons of Google’s cohort-based interest targeting, and first-party data targeting methods through hashed/anonymized email addresses or first-party cookie collection. Other considerations discussed were the scale of universal ID adoption of online publishers, accessibility of second-party data from publishers and leveraging adtech to scale up on creative testing and performance. 

Round table discussion on how brands are preparing for transition

The panelists included Tanushri Rastogi, brand and media lead at Burger King Indonesia; Anny Huang, head of digital business at Income; and Eileen Borromeo, head of marketing for Southeast Asia & Pakistan at Payoneer; with the session moderated by Peggy Koh, head of growth and client success at Adzymic. 

Through the lens of the panelists’ unique business environments, the group discussed how they are sharpening focus on capturing quality first-party customer data via consumer mobile apps or BTL events, and investing in martech stacks that include data management platforms to run campaigns. They concluded by sharing client perspectives on the expectations they had of media agency or martech partners to be knowledgeable and proactive in making recommendations for future-ready methods of running campaigns.

The webinar was conducted under MARKETECH APAC’s webinar series Inside Innovation, in partnership with Adzymic, which attracted a total of 396 registrations across Asia and ANZ.

On-demand access to the webinar is now available. Register here to get your access.

Singapore – MARKETECH APAC, the APAC-wide news outlet dedicated to the marketing and advertising industry in the region, is launching a webinar that aims to prepare brands for the impending change in digital advertising: audience retargeting in a cookieless and privacy-first world. 

Cookies have long stood as the cornerstone for brands’ advertising efforts, and now that the industry is gearing up to foray into a privacy-first digital space, brands and companies remain in the dark on how they can achieve the best of both worlds – keeping consumers’ privacy intact while attaining campaign performance and driving conversions. 

Leading web browser Google Chrome has already announced its intentions to block third-party cookies by 2022, joining the pack, Firefox and Safari; and with this on the horizon, MARKETECH APAC aims to create a dialogue that would open the floor for brands and advertisers in Asia to discuss the best practices and approaches in maintaining creativity and innovation all the while adhering to safe measures in monitoring audiences’ browsing behavior and preferences. 

Titled ‘Creative & Media Innovation in Asia: Preparing your brand for a cookieless world’, MARKETECH APAC has roped in esteemed marketing leaders from various industries for a panel that would discuss the importance of first-party data and how brands in Asia are doing their share of adapting to the emerging privacy-first internet, and how tech agencies and brands can best navigate this new type of digital environment. 

The panel includes Eileen Borromeo, head of marketing of financial services company Payoneer for Southeast Asia and Pakistan, and Anny Huang, head of digital business of Singapore-based insurance company Income. Joining them is Travis Teo, executive director of Asia-wide ad tech Adzymic. 

Within the webinar, Teo will also be delivering a presentation that aims to dig deep on the landscape of programmatic advertising amid a new cookieless digital space. The presentation also aims to shed light on how programmatic creatives can fit into overall media strategy and process and will explore the topic of ‘Hacking programmatic display’, exploring how creative innovation and variation drive performance. 

Shaina Teope, regional editor of MARKETECH APAC, commented, “Just like ‘old habits’, we need to make way for new ones, especially if it has stopped serving peoples’ best interests, and this has been the case for digital advertising. For a long time, the use of cookies has only been benefitting best the brands and companies in hitting their campaign and sales objectives and it is time to draw the line. This webinar is positioned to help advertisers to take the necessary first step – and that is to recognize the problem and immerse in the conversation of how we can not only learn to adapt to a privacy-first digital advertising but the ways brands can be the very agents of the transformation into using first-party cookies.”

Meanwhile, Teo, who will be one of the speakers in the webinar, said, “Every change in the digital advertising landscape brings new opportunities and innovation to the space, despite the challenges and unknowns. While moving to a cookieless world remains an uncharted territory for most brands, it provides a great opportunity to reboot old practices and move to a more sustainable and responsible way of audience targeting, and re-focus on how creatives can help provide the necessary cut-through. I’m also keen to discuss with brands the practices and approaches they can adopt to best transit to a cookieless digital environment.” 

The webinar will be held on 2 June at 2 pm SGT. You can register for the event here.

New Delhi, India – The Indian arm of dentsu’s data services agency Dentsu Data Sciences has recently published a new industry position paper on the importance of privacy to marketers, publishers, consumers, and data brokers as they face both challenges and opportunities in maintaining their position in a privacy-first world.

Titled ‘Who Ate My Cookie’, the paper notes on the importance of computer ‘cookies’ having been for a long time the cornerstone of digital marketing ever since their inception in 1994. They have been the basis of digital advertising, with a goal to deliver more relevant ads to consumers, companies have amassed troves of customer data via third-party cookies, which eroded customer trust. 

This industry position paper aims to describe the shift and need toward a privacy-first world by demystifying ecosystem changes and attempts to provide guidance to marketers and publishers on navigating a “privacy-first” online world devoid of third-party cookies.

For Gautam Mehra, chief data and product strategy officer for Asia Pacific and CEO at dentsu Programmatic, the paper speaks by a matter of fact that “the digital revolution that [has] created so many new business and marketing opportunities is now driving the customer revolution.”

“Developing strong customer relationships has always been fundamental to building a successful business practice. This becomes more vital in a privacy-first world. Through our position paper, we endeavor to assist the industry in navigating through the fast paced ecosystem changes and provide guidance on a few possible solutions to strengthen customer experiences with privacy at its core,” Mehra stated.

Meanwhile, Nishant Malsisaria, vice president of product strategy for Asia Pacific at dentsu Data Sciences, commented that in order for organizations to succeed in a new customer-driven environment, organizations must be able to use consent-based information, technology, and analytics to deliver relevant customer experiences across channels.

“A privacy-first world promotes the need to develop first-party data sets in a far more secure and privacy-focused way. Future competitive advantage will depend on the ability of brands to have more control over their audiences in a trust-based world,” Malsisaria added.

The paper is written under the specialist consumer insights wing dentsu Marketing Cloud (DMC) Insights, which offers an expertise-led model to assist dentsu Data Sciences’ research and insights, consulting and practice teams in delivering differentiated values to their clients. A copy of the paper can be obtained through dentsu marketing’s site.

Singapore – In its bid to be one of the first to adapt to an emerging cookie-less digital landscape, global adtech company Verizon Media has launched a new privacy-centric identity solution, Verizon Media ConnectID. 

The new unified ID helps advertisers buy, measure, and optimize ads while enabling publishers to manage, monetize, and navigate audiences all without third-party cookies. The solution helps marketers maximize the potential of their own first-party data for campaign optimization and measurement, and enables publishers to leverage first-party audience data for better monetization. 

To be able to do this, Verizon Media will be leveraging its strength in direct consumer relationships, where its user-base spans globally through Verizon Media’s over 30 owned and operated consumer brands including Yahoo, HuffPost, AOL, and TechCrunch.

The delivery of the solution will also maximize the company’s diverse identity graph. The company said its ID graph is built on deterministic data from direct consumer relationships across a range of omnichannel, cross-screen touchpoints, like mobile app, search, owned and operated sites and apps, email, and more.

Verizon Media also said that as an end-to end, full-stack technology partner with a recognized demand-side platform (DSP) and supply-side platform (SS), it is able to uniquely support advertisers and publishers in unlocking the full value of their content and marketing. A full-stack also allows for a single user match pool across demand and supply platforms for better transparency, transactions, and audience insights, without any third-party integrations required to get started.

Lastly, the solution ultimately banks on the adtech’s trusted data protections, where data is hashed, opt-in, and consent-based, enabling direct relevant advertising while maintaining a commitment to consumer choice and privacy.

“We are uniquely positioned to drive scaled, consumer-first identity solutions to help advertisers and publishers navigate the evolving digital landscape,” said Iván Markman, chief business officer at Verizon Media. 

“Our trusted, premium global properties used by hundreds of millions of people, our identity graph built around billions of daily, consent-based data signals, and the only independent ad platform with a full-stack DSP and SSP to protect data integrity across demand and supply, all come together to solve this new landscape for our customers,” Markman added.

According to the company, early adopters of the solution has delivered a 33% lift in performance for advertiser campaigns.

The company revealed that the Verizon Media ConnectID is only the first part of its strategy in building sustainable identity solutions for the future. As it moves forward, Verizon Media is continuing with an integrated three-pronged approach namely, investing in persistent identity within its Ad Platform ecosystem, developing next-generation ID-less audience solutions, and partnering across the industry with leading data providers like Acxiom, Adstra, Equifax IXI while also working with technology standard regulator IAB Tech Lab’s programs to develop industry-wide pro-privacy solutions for addressability with accountability. 

Jordan Mitchell, SVP and head of consumer privacy, identity, and data at IAB Tech Lab, said, “IAB Tech Lab is proud to have Verizon Media involved in the development of new privacy-preserving addressability standards and industry accountability programs through Project Rearc, and we look forward to their support of these standards and programs once they are released.”

Verizon Media ConnectID is currently available in the US, APAC, and select LATAM markets and is said to be rolled out to more markets in the future.