Third-party data Archives - MARKETECH APAC

Singapore – Third-party data use has been growing globally with a 25% increase in global use noted on the use of high-quality third-party data, according to Lotame. This is despite the fact that advertisers are indeed augmenting first-party data with third-party data to provide volume and reach as reflected by The IAB State of Data Report 2021.

In the Asia-Pacific region, Australia drove the highest growth within the APAC region and ranked in the top three markets for highest growth globally throughout 2021, followed by India.

The data also noted that there have been significant year-on-year growth across some audience segments in APAC, namely Philippines ‘Job Seekers’ (1,788%), Australia ‘Cruise Travellers’ (1,449%), India ‘Online Shopping’ (1,059%), Australia ‘Job Seeker’ (365%), and Hong Kong ‘Business Decision Makers’ (153%).

Meanwhile, APAC markets that have yielded some of the highest year on year growth during the second half of 2021 include Singapore (137%), Japan (99%), Taiwan (16%), India (11.27%), Australia (7.7%), and the Philippines (6%).

Zuzana Urbanova, head of data solutions for APAC at Lotame, said, “First-party data strategies have been put through real stress tests. Our all-encompassing approach equips marketers and publishers with high-quality data to enrich and inform prospecting, data sharing, modelling and analytics. The end benefit is making better use of first-party data to get to know customers more fully and drive new business.”

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 – Global advertising platform Quantcast has announced latest innovations to their Quantcast Platform, centered on an artificial intelligence approach to venturing into a cookieless business strategy, including their latest feature ‘Ara™ TopicMap’ which uses AI to link contextual signals to consumer intent and provides greater accuracy for reaching audiences today and in a future, post-cookie world.

Said innovations were released during Quantcast’s recently concluded ‘Virtual NOVA Event’.

The company’s cookieless solutions for a post-cookie future include the option to activate, find, and measure audiences without third-party cookies, all with a single click within the Quantcast Platform. The seamless ability to explore cookieless activation and measurement is available to customers today and is part of Quantcast’s promise to prioritize finding a long-term alternative for third-party cookies, regardless of Google’s time extension.

For Konrad Feldman, co-founder and CEO of Quantcast, the company remains focused on developing sustainable solutions to the essential functions of audience and advertising planning, activation, and measurement, independent of third-party cookies.

“We’re committed to being a partner that can help navigate complexity, ambiguity, and even the unexpected, which is why we have made significant investments in using contextual analysis and machine learning to create alternative approaches that are available today and don’t rely on third-party cookies,” Feldman said.

A key feature of Quantcast’s cookieless solutions in the Quantcast Platform is cookieless conversion reporting, which gives advertisers the ability to measure and justify investments in cookieless environments and gives publishers the ability to quantify the large and growing portion of customers whose browsing is not supported by third-party cookies today.

In addition, their contextual platform Ara TopicMap generates real-time insights into ever-changing consumer behavior, which enables brands, agencies, and publishers to quickly respond and adjust campaigns on the Quantcast Platform. As a result, publishers generate more advertising revenue, brands and agencies see better campaign results, and consumers enjoy a more relevant online experience.