Tag: Quantcast

Manila, Philippines – The use of artificial intelligence (AI) in marketing strategies has become a defining characteristic of the modern business landscape. AI is transforming how brands interact with consumers, enabling relevant and personalised marketing campaigns, data-driven decision-making, and enhanced customer experiences. And yet, as beneficial as it seems, many are just only starting to explore AI adoption in their strategies. The question is: are marketers in the Southeast Asia region, particularly in the Philippines, ready for these new technologies?

In light of this, MARKETECH APAC invited top Philippine marketing leaders for a roundtable event to share their insights on AI in marketing, and how they’re implementing AI across their marketing strategies. What resulted was a lively and positive outlook on how marketers in the country can move forward as an industry that embraces AI technologies as part of its DNA.

Marketing leaders who attended the event include:

  • Blessie Cruz, AVP/group head – marketing at 2GO Group Inc.
  • Benjamin Quiroga-Rivera, managing director, APAC at Emma Sleep
  • Greg Anonas, international wine and food marketing director at Emperador Distillers, Inc.
  • Erik Kristofer Riola, marketing director at Firefly Electric & Lighting Corporation
  • AR Polinar, marketing deputy director at Flash Express Philippines
  • Rochelle Vandenberghe, chief marketing and digital business officer at FWD Insurance 
  • Brian Augustine Reyes, digital marketing lead (performance marketing lead) at Lalamove
  • Kat Costas, SEA e-commerce marketing lead & country marketing head at Levi’s
  • Andrew Guevarra, head of brand marketing and communications at Malayan Insurance
  • Pocholo Garcia, head of digital & e-commerce at Malayan Insurance
  • Albet Roble-Buddahim, chief marketing officer at PRIMER Group of Companies
  • Munmun Nath, chief marketing officer at UnionDigital Bank

Opening with a keynote address by Konrad Feldman, co-founder and CEO of Quantcast; AI-powered technologies have empowered marketers to gain invaluable customer insights, personalise experiences, and optimise campaigns for unprecedented success. Drawing attention to AI’s ability to analyse vast amounts of data in real time, Feldman also underscored its transformative impact on customer segmentation, targeting, and predictive modelling. Moreover, his presentation delivered a compelling case for embracing AI in marketing as an indispensable tool for unlocking untapped potential, driving growth, and shaping the future of customer engagement and brand success.

“AI is math, not magic. Technology when combined with human ingenuity and creativity really can be magic. AI machine learning can improve everyday advertising experiences for billions of consumers, they can help marketers get better return of investment, they can help content producers capture good revenue for producing original content,” he said.

Feldman also added, “The complexity of everyday tasks has grown with the market and many folks still follow the same processes for planning activations in the past, albeit with nicer tools, but more and more time is spent using these tools, and… lots and lots of levers and dials to check on and constantly adjust, and the technology has made the marketer the computer.”

On the benefits and challenges of using AI to for marketing

The attending Philippine marketing leaders also shared their insights on the status quo of AI in marketing and how brands could better use and benefit from it.

Malayan Insurance’s Pocholo Garcia, shared that they use AI to empower their customer experience (CX) strategies.

“[AI] is primarily for CX, at least on my end, and that’s not just in terms of getting people to convert, because that’s just step one. We want the whole experience of choosing us [as their insurance provider] to be smooth for everyone, not just for clients but also for the people on the inside,” he said.

Meanwhile, Lalamove’s Brian Augustine Reyes explained how AI has been integral in improving efficiency, productivity, and data-driven decision-making for brands and marketers alike.

“As someone who handles the day-to-day performance optimisation, AI can really give you more time to do the strategic thinking part instead of just… identifying the right audience [and] thinking up creatives. AI also gives the advantage of creative optimisation, developing what kind of communication is effective for your audience to improve your metrics,” Reyes said.

Meanwhile, PRIMER Group’s Albet Buddahim explained how the versatility of AI can be beneficial on the e-commerce side of things, and further reach untapped databases.

“AI can help us on the e-commerce side. We’re sitting on a 1.7 million email database but the match on Facebook and Google are low. Maybe [AI] can help us find where the rest of these 1.7 million are going in a way where I can drive them to our offers,” he said.

Lastly, Flash Express’s AR Polinar expressed how AI is beneficial in terms of planning, saying, “We use AI for planning and forecasting. It’s really useful for us [in] making sure that our operations are really ready [based on] the data we’re receiving from our partners and customers.”

It is also worth noting that many marketing leaders are also acquainted with more mainstream AI tools, including the generative AI tool ChatGPT.

For Emma Sleep’s Benjamin Quiroga-Rivera, AI tools such as ChatGPT are easy to understand and accessible to use by all, including marketers.

“What we’ve seen particularly with this consumer product, ChatGPT, is just how accessible and easy it is to visualise and sort of ideate creatives, which we found quite fun to play around with,” he said.

Despite the benefits AI has brought to marketers, there are still concerns on whether there are people who are actually capable of using such technology.

This was according to Levi’s Kat Costas, saying, “For us, it’s [about] automation and personalisation… [AI] helps us with the media, in terms of identifying the right segments [and] the right assets that will be served through each of the segments. The big challenge for us is, do we even have the people who can use the technology.”

The negative implications of AI

Despite all of the benefits AI brings to the marketing scene, industry leaders still have levels of uncertainty when it comes to using such AI tools.

Flash Express’s AR Polinar noted that the downside of using AI has been around losing qualitative data upon maximising AI tools.

“One disadvantage would be focusing more on quantity vs quality because of AI. We might not verify the data we receive or not take action immediately. The challenge is to always verify the [data or the] actions of our consumers on the ground,” he said.

For Emperador Distiller’s Greg Anonas, AI still has limited capabilities in exploring unknown marketing territories.

“When it comes to AI–we think it’s a boon to everyone, but it does have some things that it can’t handle. For example, strategic thought and entrepreneurial thinking. What we’re concerned about is, as we move further into AI, we get into things that people have not done before,” he said.

Meanwhile, Erik Riola from Firefly Electric commented that while there are certain negative perspectives on AI technologies, marketers are still open to exploring such tools.

“People tend to focus on the negatives rather than where [AI] could benefit… It is in the understanding, which I feel as a marketer, that we could better use and employ these technologies. But I say that it is a conscious level of optimism because it is still very fresh, at least from the consumers’ perspective,” Riola said.

He added, “All of a sudden now a lot of people are talking about ChatGPT, and as a marketer, you don’t want to be a dinosaur in your industry…you want to learn that technology. And that’s what we are trying to employ today.”

The industry leaders recognised the transformative power of AI in enabling personalised experiences, data-driven decision-making, and improving customer engagement. And expressed the undeniable benefits and potentials of implementing AI in various marketing strategies.

They also highlighted the positive impacts of AI in efficiency, productivity, and creative optimisation–as it becomes more and more accessible for marketers. While acknowledging these, they also raised the concern of limitations such as investments or time, loss of qualitative data, and marching into unmarked territory.

As AI continues to evolve, the future of marketing holds exciting prospects and could redefine how consumers interact with products and services, taking engagement to unprecedented heights. 

However, it’s important to note that while AI offers immense potential, Human creativity, emotional intelligence, and ethical considerations still play crucial roles in designing campaigns that truly connect with audiences on a meaningful level. In this journey, collaboration will be key – between marketers and AI systems, amongst industry peers, and with consumers to ensure that the right balance is struck.

Singapore – Quantcast, the worldwide advertising technology business, has announced three new senior positions for its Singapore office. In response to consistent expansion across its APAC businesses. The three appointments will take effect immediately. 

Lavin Vaswani becomes commercial director, Asia; Jayaram Gopinath Nagaraj becomes group agency lead, Asia; and Joyce Seah joins the firm as head of client success, APAC. All three will work out of Quantcast’s Singapore headquarters. Seah and Vaswani will be members of the Singapore-based team, reporting to Sonal Patel, vice president APAC.

Vaswani takes on the role of head of sales for Quantcast in Asia, where his main objective is to increase the company’s market share in the area. 

Vaswani, who recently held the role of sales account director at Twitch, comes to Quantcast with over 15 years of expertise in media sales throughout Asia. He has held sales executive positions with Microsoft, Admax, and Adara during his career.

Nagaraj joins Quantcast from Meta, where he worked for four years as an agency partner and as the APAC agency development lead. Previously, he held roles as head of digital at Astro Radio and general manager at Blaze Digital in Malaysia. 

With nearly 15 years of experience in social media, programmatic, and ad tech, Seah is a professional in digital marketing. In the past, she has worked for Facebook as a regional solutions partner and for Amnet and Publicis Groupe as an account director. 

Speaking about the appointments, Patel, Vice President of APAC, expressed, “I’m delighted to continue our growth and expansive operations with these new hires. With both Vaswani and Gopinath and Seah overseeing client success, we are well-positioned to carry out our growth plans in 2024.” 

Meanwhile, Konrad Feldman, CEO of Quantcast, said, “We’re thrilled to be heading into 2024 with a new leadership team for our Asian client base. All three new appointments bring a wealth of experience and a proven track record in programmatic, sales and tech to Quantcast, We’re excited to continue our growth in the region this year.” 

Talking about his appointment, Vaswani, “I’m excited to be joining Quantcast as it continues to gain market share in Asia. As someone who has worked for nearly two decades in the Asian media sales sector, I’m looking forward to bringing my expertise to the Quantcast team.” 

Furthermore, Nagaraj stated, “2024 is set to be a huge year for digital in Southeast Asia, and Quantcast is poised to be at the forefront of this expansion. I’m delighted to be joining the business during this growth phase and look forward to driving both new business and elevating the Quantcast offering for our clients.” 

Lastly, Seah said, “Having worked in both Australia and Asia, I have a deep understanding of the digital and programmatic space across APAC. It’s a dynamic market, where strong client relationships, driving revenue and delivering ROI are critical. Quantcast has always been ahead of the curve when it comes to delivering for its clients; I’m thrilled to join the business and further its mission of providing more effective, efficient digital advertising.” 

Singapore – InMobi, a global provider of content monetisation and marketing technologies, has announced the acquisition of Quantcast Choice, a consent management platform (CMP) designed to help publishers seamlessly align with the rapidly changing global privacy regulations.

This strategic acquisition reinforces InMobi’s commitment to bolstering its privacy management platform for mobile app and web publishers, encouraging them to navigate the dynamic and intricate privacy landscape.

In a time where a proven CMP often results in lost opportunities for publishers, Quantcast Choice is said to support more than 500 Google-Certified, 800 IAB-approved vendors, and non-certified vendors specific to publishers’ needs, helping publishers increase monetisation, higher fill rates, and sometimes up to a 35% boost in eCPMs in certain regions.

 As part of the acquisition, InMobi will uphold the platform’s free availability for existing customers and remains committed to extending this promise to both existing and new customers. 

Speaking on the acquisition, Kunal Nagpal, chief business officer at Inmobi Advertising, said, “Quantcast Choice is a gold standard for thousands of Web publishers; we are excited to build and extend its benefits to the 40,000 mobile apps that currently work with InMobi. This acquisition allows us to bring the power of a proven world-class CMP into the in-app ecosystem where the challenges remain enormous and unresolved.”

Meanwhile, Peter Day, chief technology officer at Quantcast, commented, “InMobi understands the needs of publishers and we’re delighted that this market leading CMP will continue to be available as a free solution. We remain committed to our customers and have formed a close partnership with InMobi to ensure a seamless transition.”

Singapore – Global adtech firm Quantcast released its ‘Asia Pacific 2023 Advertising State of Play Report’, which discussed the future of digital advertising, the challenges and opportunities lie ahead for advertisers and agencies, where brands are planning ad spend this financial year, and what barriers stand in the way of programmatic video adoption.

In the report, Quantcast found out that key challenges and barriers were the need to prove return of investment (ROI)/performance and effectiveness, while personalising ads and finding new audiences amidst the global economic downturn.

APAC marketers and agencies identified and are looking to invest in several opportunities including performance-led advertising, business growth, and investing in easy-to-use tools, with programmatic video and search expected to grow significantly in APAC over the next year, particularly as social channels remain critical in countries including Hong Kong, Singapore, Thailand and the Philippines.

With this, data suggests that OTT investment in APAC is expected to grow from US$4.3 billion to US$7.2 billion between 2020 and 2026 – a 67% increase within six years. Linear TV and radio are likely to see the largest decline in media investment, as advertisers lean towards digital experiences. 

Preparing for a cookie-less world is also a priority, with nearly 60% of agencies and just under 43% of brand-side marketers naming it as their top priority for FY 23/24, focusing on cookie-less advertising solutions and getting audience insights through first-party data over the next 12 months.

Sonal Patel, vice president of Quantcast, APAC, said, “In the coming months, we’re expecting to see advertisers continually asked to deliver more value, navigate more technological changes, and get on top of changing consumer behaviour to maximise advertising outcomes. To get ahead, APAC marketers will need to seize the opportunities to build their brands now. Businesses that increase advertising activities during downturns can snag market share from more conservative brands.

Germaine Hendrik, the marketing lead of adtech Quantcast for APAC, is one of the winners of ‘Empowered Women in Tech’ at MARKETECH APAC’s Empowered Women Awards 2023. The awarding exercise is an inaugural effort by the digital media to recognise the outstanding women marketing leaders in the industry. 

Germaine is a seasoned marketer with a diverse roster of experience working with top companies Standard Chartered and Isentia Strategy & Content. She joined Quantcast in 2020 as a marketing specialist, and within only 2 years, was elevated twice. Currently, she helms the marketing of the adtech firm for the whole of APAC region. 

Handling a 2-person team to answer to region-wide marketing remit 

Germaine’s responsibility when she was appointed as the APAC marketing lead of Quantcast in 2022 had a unique challenge – with 8 different markets covered by the adtech in APAC, she only had two people under her team to manage its marketing business in the region. 

Nevertheless, this didn’t stop her from leading the company to achieve remarkable marketing initiatives. From events, to content, and digital marketing, Germaine was able to leverage the team’s capabilities to deliver communication strategies at a diverse range. 

Under her direction, the team was able to deliver flagship content that drove an increase of 7000 new customers via the Quantcast website and over 1000 high-quality leads for sales. Amongst her other key contributions, through 14 owned and sponsored events, Quantcast was able to reach over 300,000 customers and prospects in the wider marketing industry. 

Ultimately, despite the small headcount, she was able to lead Quantcast’s marketing team to drive USD7.9mil in marketing-generated revenue across APAC. 

A data-driven leader for the new-era marketing 

Quantcast as a first and foremost data company would demand from Germaine a consistent leadership approach that is agile and forward-looking with a data-driven strategic foresight. Needless to say, this is the kind of leader Germaine had been. 

Germaine says that part of being the head of marketing in such kind of business is being able to use data to make decisions that aren’t just for marketing, but for other departments that marketing touches. With this, she needs to be a marketing visionary in order to be in tandem with trends that constantly work in advanced ways.

“This means that I need to always have a clear vision for the region I manage and be able to communicate it to my team, and hold them accountable for the strategies I devise,” she says. 

In line with this, she also believes that the value of resilience is extremely important. Adapting to new trends and challenges takes a resilient approach, particularly to keep one’s team motivated and moving forward. 

“This includes navigating the recent economic downturn, changes in data privacy regulations and directions in the business as a result,” added Germaine.

Taking the charge in diversity and inclusion 

As an empowered woman leader, Germaine goes out of her way to ensure that diversity and inclusion are actively practised within her team and the company. 

On a regular basis, Germaine reviews her team’s performance and ensures that they have access to opportunities for career advancement, promotions, and pay where relevant with company policies. She also makes the effort to eliminate potential bias that may be at play by having active participation in all company processes. 

As part of the leadership team in APAC, she sits in on at least one interview during the hiring process for any individual, not just the ones hired for marketing. She believes that having a presence in these processes helps her to contribute to the elimination of gender bias in recruitment, and helps the hiring managers establish objective criteria for performance. 

In moving the needle in women empowerment, Germaine, most especially, is an active member of the Quantcast Women’s network. Through this platform, she uses her knowledge and skills to help provide women in the business with the training and support they need to succeed in a wide variety of roles. 

“When women succeed at the workplace, so do men, and vice-versa. True equality is when people are celebrated for their successes, not their gender,” remarked Germaine. 

Aside from Germaine, check out who else made it to Empowered Women Awards 2023 Winners’ list. 

Sybil Ng, account director for Asia at Quantcast, is one of the winners of ‘Empowered Women in Tech’. The recognition initiative, Empowered Women Awards 2023, is MARKETECH APAC’s inaugural effort in recognising outstanding female leaders in the industry. 

Ng has been with Quantcast for over four years, starting off in the role of senior account manager in 2018. She was then promoted to her current role in October 2020. Prior to her joining Quantcast, she served various roles within companies such as Blis, PHD, and Omnicom Media Group.

Creating business wins for greater good and team growth

For Sybil, being a leader often means stepping out of your comfort zone and rising to change business challenges. This was exemplified when she led IOPEX project within Quantcast, and helped out in building the entire workflow migration process, built job descriptions for support candidates and worked closely with HR to interview, and recruited the best-suited candidates to support this initiative.

Moreover, she has worked closely with senior APAC leadership and sought to identify challenges that the account management team faced on a daily basis that prevented them from working more strategically and spending more time with clients.

As a core part of her team’s remit, Sybil has led them to retain revenue which has to date accounted for at least 65% of the region’s revenue. This number has grown steadily to the 80% range during her tenure with Quantcast.

Lastly, she has helped to drive the recovery of revenue from travel and hospitality clients through proactive outreach initiatives and excellent client management. With this, she has achieved a 92% year-on-year account retention within the portfolio she manages.

Building and solidifying team culture during a time of uncertainty

With 2023 entering into a year of recession, the media industry in general faced instability internally and externally. Seeing this trend, Sybil immediately took steps to make sure her team of aspiring future leaders were well-equipped to navigate the challenges ahead while keeping them motivated and optimistic about the direction of the company and industry.

Some of these strategic steps included savant leadership and maintaining an open-door policy to team members, empowering team members to build their own brand profile, and playing coach and cheerleader to team members.

She is also readily available in sharing and collaborating with team members from other Quantcast offices globally to find solutions to challenges – a great example is helping teams troubleshoot with their offshoring initiatives given the proven success they had in Asia.

In terms of fostering cross-region sharing to help team members, she is eager in sharing and amplify team wins across APAC and beyond to help facilitate client- and vertical-level learning sharing. For her, the amplification of APAC wins has led to global teams in EMEA and NA being able to open up conversations with the same clients in their respective markets, unlocking new business wins for Quantcast.

Tying in her passion for learning and guidance through high involvement

For Sybil, she aspires to become a mentor and guide in the media industry, understanding that this field has a growing knowledge gap and that there’s no educational curriculum that teaches individuals everything they need to know about the industry. 

To start with, she is an active contributor and committee member of various industry boards such as the IAB SEA + India, Programmatic Pioneers, and IAB Hong Kong. Moreover, she is also a mentor for aspiring undergraduates looking to start a career in the media industry at her alma mater – Singapore Management University -as well as a peer mentor within Quantcast APAC, paired with aspiring future leaders within the organisation.

Sybil notes that she has also taken proactive steps to get to know the goals and aspirations of each individual and work closely with other supporting functions such as marketing and HR to help elevate and push team members in areas they’ve identified they would like to grow and develop in.

“Women should support women’ – I heartily disagree with this. It should be ‘people support people’ because this is when you can be your most authentic self; not determined by gender norms society tells you to adhere to,” she said.

For her, she aims at helping empower her team and equip them with the skill sets to become more prominent in the workplace through confidence-building exercises such as presentation/leadership skills training workshops. 

Aside from Sybil, check out who else made it to Empowered Women Awards 2023 Winners’ list. 

Australia – Global advertising technology company Quantcast and video ad technology company FreeWheel has announced a new partnership that allows advertisers direct access to global premium video publishers.

As part of the deal, marketers working with Quantcast will now have access to premium programmatic video supply across all personal screens and devices, including over-the-top (OTT) and connected television (CTV).

Through the partnership, marketers can also leverage Quantcast’s AI and machine-learning capabilities to drive optimal outcomes by connecting with the right audiences across FreeWheel’s supply of premium video, extending inventory reach beyond native, display, mobile and online video.

“CTV’s rapid expansion and growth is transforming both the digital and TV ad sectors and so, we have to move quickly and nimbly to anticipate shifting consumer behaviour,” said Konrad Feldman, CEO of Quantcast. 

On the partnership, Feldman commented, “Our company has been at the forefront of using AI to interpret media consumption patterns and deliver campaign performance and outcomes. By teaming up with FreeWheel, we can better support our advertisers to reach consumers across even more engagement and connection points.”

Quantcast Managing Director for APAC, Sonal Patel, also said, “We’re thrilled to work with FreeWheel in a partnership that advances our service offering and helps our advertising clients achieve even better outcomes with video.”

Jon Mansell, U.S. head of marketplace demand at FreeWheel likewise shared his excitement over the partnership, as it will help drive incremental demand for sellers across the streaming ecosystem.

“This new partnership enables us to provide a new programmatic access point to FreeWheel’s ad server, a direct connection that helps marketers to further reduce waste and avoid unnecessary exchange redundancy, all while delivering a better experience to consumers.”

The partnership and its accompanying capabilities will be live in market, including Australia and APAC, from Q3 of 2023.

California, USA – Global advertising technology company Quantcast has announced three new appointments to strengthen its operations in Asia-Pacific and Southeast Asia, including Sonal Patel as its new managing director for APAC, Daniel O’Connor as commercial director for Australia and New Zealand, and Rueben Vijaratnam as its sales director for Southeast Asia.

Patel brings with her an experience in technology and media industries. Some of the notable roles that she previously held covering APAC markets include director of Display Platform Strategy at Yahoo, president for programmatic services & product at dentsu, and managing director and Vice President for APAC at AppNexus. In her new role, Patel will oversee Quantcast’s presence across Australia, New Zealand and entire Asia.

Meanwhile, O’Connor also brings with him a working experience in technology and media industries. Prior to joining Quantcast, he was with IAB SEA and India as programmatic committee member. In his new role, O’Connor will now lead the sales team in Australia and New Zealand whilst reporting to Patel.

Moreover, Vijaratnam also brings his expertise in technology and media. Before joining Quantcast, he was a head of programmatic at technology company Oath. In his new role, Vijaratnam will lead the sales teams in Southeast Asia to develop the company’s presence in the region and will also report to Patel.

Konrad Feldman, CEO at Quantcast, said that they are looking forward to continue the company’s breakthrough in digital advertising as they establish this strong leadership team and relationships with brands and agencies across these regions.

Patel said, “It’s both an exciting and interesting time to expand my remit to include Australia and New Zealand. The region here is incredibly dynamic, with new privacy legislation, expanded legislative powers for both the ACCC and ACMA to keep the tech giants in check, and explosive growth in CTV and retail media, as well as volatile consumer behaviour post-COVID.”

O’Connor added that he’s thrilled to take the new role in the company whilst looking forward to lead the company’s sales team in its transformational phase.

Meanwhile, Vijaratnam commends Southeast Asia’s vibrant digital economy and its huge opportunities for further growth which makes him excited to expand their presence in the region by delivering more value to clients.

Quantcast focuses on programmatic advertising using its patented AI-powered audience platform to provide rich consumer insights, reach audiences, and drive performance and business outcomes for brands, agencies, and publishers.

California, USA – Global adtech company Quantcast has launched a new suite of brand advertising solutions for digital marketers who demand more from their brand advertising. 

The new suite can aid marketers plan, activate, and measure video, native and display brand campaigns across the web and on connected TV (CTV). Built on Quantcast’s cookieless technology, marketers benefit from access to their entire audience.

Through the Quantcast Platform, marketers can measure and optimise brand advertising as effectively as their direct response campaigns. These new, easy-to-use solutions build on Quantcast’s leadership in data and machine learning to deliver planning against scalable audiences and premium inventory.

Other factors that the new suite addressed includes hi-fidelity audience activation across screens, automated campaign optimisation, and comprehensive measurement of brand advertising’s impact on consumer preference and downstream business outcomes.

Andrew Double, vice president for APAC at Quantcast, said, “As demand for programmatic brand advertising grows in Asia-Pacific, our aim is to simplify things for marketers. Siloed systems and data detract from marketing intent, limit marketing innovation, and lack real-time, actionable feedback. We’re excited to introduce our streamlined take on integrated brand advertising, with automated optimisation and timely measurement of impact.”

At the heart of this new product suite is Brand Lift Live, an integrated, real-time survey solution that enables marketers to optimise campaigns continuously against the brand awareness and consideration metrics that really matter, rather than limiting substitute metrics such as viewability and click-through rate (CTR).

Through the solution, it uses statistically controlled survey groups to measure the real-time impact of ads throughout a campaign, allowing for refinement of campaign audiences and delivery characteristics to maximise the impact of every marketing dollar. A new measurement approach for the open internet, Brand Lift Live complements traditional research methodologies similar to the way a fitness tracker complements an annual medical check-up.

Meanwhile, Peter Day, chief technology officer at Quantcast, commented, “We found that practitioners relied on poor proxy metrics like viewability and CTR because assessing what they really care about – recall, awareness, and consideration – in a timely and precise enough manner to support campaign optimisation was simply too hard. Brand Lift Live solves this problem.”

Alongside Brand Lift Live, additional platform insights examine the incremental reach of campaigns across web and CTV and the downstream contribution these brand activations deliver to performance campaigns and conversions.

Singapore – Global adtech firm Quantcast has launched additional modules for its free global educational program, Quantcast Academy. These additional courses will provide marketers with an understanding of ongoing developments in data privacy, identity, and the deprecation of third-party cookies.

Quantcast Academy, which was launched in September 2021, provides an array of online learning modules and a full certification program to help understand the language, tools, and processes of the digital advertising ecosystem, including concepts such as how artificial intelligence works and its increasingly integral role in marketing strategy. It is part of a larger effort by Quantcast to nurture and train a new generation of talent for the advertising ecosystem, preparing young professionals for an increasingly digital-first world.

‘The Digital Advertising: Privacy and Identity’ module will help marketers understand the foundations of the privacy and identity landscape, from industry standards to cookieless environments, while ‘The Quantcast Platform: Future-Proofing the Platform’ module will explain how Quantcast is adapting to the evolving privacy and identity environment with new cookieless capabilities.

Quantcast Academy will be offering certifications in both digital advertising and the Quantcast Platform, which is built on a foundation of privacy and can be used to plan, activate, and measure advertising campaigns in cookieless environments today. 

Andrew Double, Quantcast’s managing director for APAC, shared that as the media industry continues to evolve, developments within complex topics such as data privacy and identity may be challenging to keep up with.

“The new privacy modules in the Quantcast Academy aim to simplify these important elements within digital advertising, and help marketers better prepare for the future,” said Double.

Quantcast said that beyond well-known data privacy legislation, like the General Data Protection Regulation (GDPR), there has been a steep increase in the introduction of data privacy laws in recent years which has prompted brands, agencies, and publishers to adjust their marketing and advertising strategies.