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Main Feature Technology APAC

MARKETECH APAC opens conversation on the new internet: Advertising in a privacy-first and cookieless world

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.

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Main Feature Marketing Partners APAC

MARKETECH APAC prepares brands into a cookieless world with upcoming webinar for privacy-first audience targeting

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.