The IAB Europe Using Data Effectively in Programmatic White Paper (first published in November 2016) has been updated to reflect the changing nature of the European data landscape. This updated version includes revised content with an additional section covering GDPR considerations and new case studies.
Ben Geach (Global Product Strategy Director at Oracle Data Cloud) led the white paper update with input from Thomas Park (Senior Product Director, Advertising Products at Adform) and Chris Hartsuiker (Manager, Privacy and Public Policy at IAB Europe).
The V 2.0 white paper addresses:
The types of data available, the benefits and challenges of each data type and key legal and privacy considerations
How to build an audience with the available data
Key considerations for using data effectively
Data in a cross-device environment and the opportunities and challenges
GDPR considerations for using data in advertising
This Cartesian Insight examines how operators are leveraging subscriber data for new revenue streams, cost savings and customer experience enhancement.
www.cartesian.com
Retail Media Network(RMN)-Thought Leadership-2023.pptxsethisaabb
Retail Media Network(RMN)-Thought Leadership-2023 by Publicis Sapient - an understanding how the retail media and the players around it work and function to run the show.
When Device Recognitio an Programmatic Buying IntersectAdTruth
Mobile presents a major challenge to marketers: how to recognize and reach audiences programmatically, at scale, with support for sophisticated targeting and measruemtn models- whie still adhereding to consumer privacy best practices. This paper describes how mobile RTB - enabled by a new approach to device identification - meet this challenge.
A summary of the opportunities & challenges that lay ahead in the new data-fuelled marketing ecosystem; including the 5 key questions to ask your data tech vendor.
Chapter 4 -Managing Marketing Information to Gain Customer InsWilheminaRossi174
Chapter 4 -Managing Marketing Information to Gain Customer Insights
Strategic Marketing, MASY1-GC 1230
Marketing Research at P&G: Creating Innovative Brands that provide “Irresistibly Superior Experiences”
To gain deep consumer insights, P&G employs a wide range of marketing research.
Art and science of consumer immersion research—“Living It”—in which small teams of P&G staffers live, work, and shop with consumers to gain deep insights into what they think, feel, need, and do
Traditional surveys and focus groups
Digital research platforms: online panels, web tracking, mobile surveys to big data collection and analytics
P&G uses innovative marketing research—lots and lots of it—to dig out deep and fresh consumer insights and then uses the insights to create transformational brands and marketing that deliver irresistibly superior experiences for consumers.
To gain deep consumer insights, P&G employs a wide range of marketing research approaches—from traditional large-scale surveys and small-scale focus groups to real-time social media listening, mobile surveys, and big data analytics.
3
Marketing Information
Customer needs and motives for buying are difficult to determine.
Required by companies to obtain customer and market insights
Provides competitive advantage
Generated in great quantities with the help of information technology and online sources
Most marketing managers are overloaded with data and often overwhelmed by it. Marketers don’t need more information; they need better information. And they need to make better use of the information they already have.
The real value of marketing research and marketing information lies in how it is used—in the customer insights that it provides.
4
Today’s “Big Data”
Big data refers to the huge and complex data sets generated by today’s sophisticated information generation, collection, storage, and analysis technologies.
Big data presents marketers with both big opportunities and big challenges. Companies that effectively tap this glut of big data can gain rich, timely customer insights.
Far from lacking information, most marketing managers are overloaded with data. Accessing and sifting through so much data is a daunting task. For example, when a large consumer brand such as Coca-Cola or Apple monitors online discussions about its brand in Tweets, blogs, social media posts, and other sources, it might take in a stunning 6 million public conversations a day, more than 2 billion a year.
5
Customer Insights
Fresh marketing information-based understandings of customers and the marketplace
Become the basis for creating customer value, engagement, and relationships
Customer insights teams collect customer and market information from a wide variety of sources.
Many companies are now restructuring their marketing research and information functions. They are creating customer insights teams which collect customer and market information from a wide variety of sources, ranging from traditio ...
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
IBM Guide to Consumer Products Industry Technology TrendsTero Angeria
This guide provides a quick overview of what we believe manufacturers need to address within each of these
technological transformation areas and how IBM solutions can support that transformation.
IBM offers manufacturers the integrated solutions and services required to keep pace with today’s transformational business requirements. Based on the experiences and feedback from working with many leading consumer products clients around the globe, we have designed a portfolio of offerings that addresses the specific needs of consumer products companies from strategy and roadmap development to integrated software solution delivery all focused on using technology enablers to create new value across your enterprise.We help manufacturers deepen their relationships with their consumers, offer differentiated value to channel partners to generate competitive advantage, establish supply network improvements to increase efficiencies and achieve operational excellence—all for the express purpose of
supporting continued profitable growth.
Magnite - taking action on identity in europe - april 2021Romain Fonnier
The Identity and 3rd party cookie commotion has reached a critical point in Europe - and recent announcements from Google (and the ensuing industry chatter) have created an atmosphere of fear and confusion within the programmatic ecosystem.
It's time to clear up the confusion and move forward. This webinar aims to:
• Provide context and clarity to the confusion
• Highlight the key areas of focus
• Show publishers the collaborative path forward - timelines and actionable steps
ID5 - the state of digital identity - 2021Romain Fonnier
Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
More Related Content
Similar to IAB Europe Report: Using Data Effectively in Programmatic V2.0 (GDPR Update)
This Cartesian Insight examines how operators are leveraging subscriber data for new revenue streams, cost savings and customer experience enhancement.
www.cartesian.com
Retail Media Network(RMN)-Thought Leadership-2023.pptxsethisaabb
Retail Media Network(RMN)-Thought Leadership-2023 by Publicis Sapient - an understanding how the retail media and the players around it work and function to run the show.
When Device Recognitio an Programmatic Buying IntersectAdTruth
Mobile presents a major challenge to marketers: how to recognize and reach audiences programmatically, at scale, with support for sophisticated targeting and measruemtn models- whie still adhereding to consumer privacy best practices. This paper describes how mobile RTB - enabled by a new approach to device identification - meet this challenge.
A summary of the opportunities & challenges that lay ahead in the new data-fuelled marketing ecosystem; including the 5 key questions to ask your data tech vendor.
Chapter 4 -Managing Marketing Information to Gain Customer InsWilheminaRossi174
Chapter 4 -Managing Marketing Information to Gain Customer Insights
Strategic Marketing, MASY1-GC 1230
Marketing Research at P&G: Creating Innovative Brands that provide “Irresistibly Superior Experiences”
To gain deep consumer insights, P&G employs a wide range of marketing research.
Art and science of consumer immersion research—“Living It”—in which small teams of P&G staffers live, work, and shop with consumers to gain deep insights into what they think, feel, need, and do
Traditional surveys and focus groups
Digital research platforms: online panels, web tracking, mobile surveys to big data collection and analytics
P&G uses innovative marketing research—lots and lots of it—to dig out deep and fresh consumer insights and then uses the insights to create transformational brands and marketing that deliver irresistibly superior experiences for consumers.
To gain deep consumer insights, P&G employs a wide range of marketing research approaches—from traditional large-scale surveys and small-scale focus groups to real-time social media listening, mobile surveys, and big data analytics.
3
Marketing Information
Customer needs and motives for buying are difficult to determine.
Required by companies to obtain customer and market insights
Provides competitive advantage
Generated in great quantities with the help of information technology and online sources
Most marketing managers are overloaded with data and often overwhelmed by it. Marketers don’t need more information; they need better information. And they need to make better use of the information they already have.
The real value of marketing research and marketing information lies in how it is used—in the customer insights that it provides.
4
Today’s “Big Data”
Big data refers to the huge and complex data sets generated by today’s sophisticated information generation, collection, storage, and analysis technologies.
Big data presents marketers with both big opportunities and big challenges. Companies that effectively tap this glut of big data can gain rich, timely customer insights.
Far from lacking information, most marketing managers are overloaded with data. Accessing and sifting through so much data is a daunting task. For example, when a large consumer brand such as Coca-Cola or Apple monitors online discussions about its brand in Tweets, blogs, social media posts, and other sources, it might take in a stunning 6 million public conversations a day, more than 2 billion a year.
5
Customer Insights
Fresh marketing information-based understandings of customers and the marketplace
Become the basis for creating customer value, engagement, and relationships
Customer insights teams collect customer and market information from a wide variety of sources.
Many companies are now restructuring their marketing research and information functions. They are creating customer insights teams which collect customer and market information from a wide variety of sources, ranging from traditio ...
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
IBM Guide to Consumer Products Industry Technology TrendsTero Angeria
This guide provides a quick overview of what we believe manufacturers need to address within each of these
technological transformation areas and how IBM solutions can support that transformation.
IBM offers manufacturers the integrated solutions and services required to keep pace with today’s transformational business requirements. Based on the experiences and feedback from working with many leading consumer products clients around the globe, we have designed a portfolio of offerings that addresses the specific needs of consumer products companies from strategy and roadmap development to integrated software solution delivery all focused on using technology enablers to create new value across your enterprise.We help manufacturers deepen their relationships with their consumers, offer differentiated value to channel partners to generate competitive advantage, establish supply network improvements to increase efficiencies and achieve operational excellence—all for the express purpose of
supporting continued profitable growth.
Magnite - taking action on identity in europe - april 2021Romain Fonnier
The Identity and 3rd party cookie commotion has reached a critical point in Europe - and recent announcements from Google (and the ensuing industry chatter) have created an atmosphere of fear and confusion within the programmatic ecosystem.
It's time to clear up the confusion and move forward. This webinar aims to:
• Provide context and clarity to the confusion
• Highlight the key areas of focus
• Show publishers the collaborative path forward - timelines and actionable steps
ID5 - the state of digital identity - 2021Romain Fonnier
Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
Audio programmatique panorama des acteurs technologiques sell side - iab fr...Romain Fonnier
PANORAMA DES ACTEURS DE LA PUBLICITÉ AUDIO PROGRAMMATIQUE EN FRANCE, ETAT DES LIEUX ET PERSPECTIVES 2021
Webinar organisé le vendredi 22 Janvier de 15h à 15h45
Cette année, le Salon de la Radio a été remplacé par le RadioWeek, qui s'est tenu 100% en ligne durant 5 journées thématiques du 18 au 22 janvier 2021.
A cette occasion, l'IAB France a organisé un webinar autour de l'Audio Programmatique afin de présenter les travaux de la Task Force Audio Digital et les perspectives 2021.
Le barometre du programmatique - IAB France - 2021Romain Fonnier
L'IAB France publie son 1er Baromètre Programmatique. Vendredi 5 Février 2021- L'Interactive Advertising Bureau France (IAB France) crée le 1er Baromètre Programmatique qui présente l’évolution du marché en 2020 (vs 2019) et les niveaux d’investissements programmatiques en France sur l’ensemble des environnements publicitaires excluant les wall garden, le social et le search.
Cette 1e édition du Baromètre Programmatique a été réalisée dans le cadre des travaux de la Task Force Programmatique pilotée par Philippe Framezelle, Directeur de la Régie Adverline et présentée le 4 février lors d’un webinaire.
Destiné à l’ensemble des acteurs de la chaîne de valeur, ce baromètre a pour objectif d’apporter plus d’insights et de lisibilité au marché par un suivi régulier de l’état des achats programmatiques en France.
Les données partagées dans ce baromètre ont fait l’objet d’une analyse approfondie menée par Adomik, technologie d’analyse de la data. Le Baromètre met en avant la répartition des achats programmatiques par format, device, type de deal et offre une vue sur les CPM, les top annonceurs et top bidders. Sur le périmètre mesuré, les investissements 2020 sont en diminution de -4,3% et le CPM moyen en programmatique se situe à 0,96€.
Pour la 1ère fois, le mobile est le device en tête des achats programmatiques.
On constate une chute des CPM lors du premier confinement qui n’a pas été confirmé lors du second avec une remontée des CPM sur le dernier trimestre.
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
L’AF2M, l’IAB France et le SNPTV s’associent pour publier un Guide sur « La publicité segmentée » destiné aux annonceurs
Elaboré par les experts des groupes de travail de l’IAB, de l’AF2M et du SNPTV, ce guide s’adresse à tous les annonceurs désireux de mieux comprendre les spécificités de cette nouvelle opportunité TV.
Les lecteurs y découvriront l’architecture technologique mise en place, ainsi que le calendrier de mise en œuvre jusqu’à fin 2021 avec les différentes étapes successives, les modes de réception compatibles avec ce type de publicité et enfin les échanges nécessaires entre les opérateurs de télécommunication et les éditeurs de chaînes de télévision. Par ailleurs, afin de clarifier et faciliter la compréhension de tous, un glossaire a été élaboré, reprenant les termes utilisés en matière de TV segmentée.
Ce Guide est disponible et téléchargeable dès maintenant sur les sites des 3 associations contributrices.
« Ce Guide a été construit afin d’aider les annonceurs à mieux comprendre la complémentarité entre la TV traditionnelle et la TV segmentée. Il exprime bien les nouvelles possibilités offertes aux marques sachant que les limites actuelles seront levées progressivement pour permettre le développement d’un nouveau marché. ». Isabelle Vignon, Déléguée Générale SNPTV.
« Nous sommes très heureux de nous être associés à l’AF2M et au SNPTV pour publier ce guide qui nous a semblé nécessaire alors que nous sommes au démarrage de la phase de convergence entre Télévision et Digital. Ce n’est que le début d’une nouvelle expérience publicitaire que tous les acteurs de l’adtech suivent avec attention. » Jacques Cazin, CEO Adways et responsable de la Task Force Vidéo & TV segmentée de l’IAB France.
« La Télévision, grâce au Digital et à la forte implication des Opérateurs, va offrir de nouvelles possibilités aux marques pour toucher leurs cibles. Opportunités qui feront naître, à n’en pas douter, de nouvelles approches ou stratégies de communication de la part d’annonceurs, grands ou petits. » Natalie Jouen Arzur, Déléguée Générale de l’AF2M.
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
L’IAB France publie un guide sur le futur du ciblage sans cookies tiers
Elaboré par les experts du groupe de travail « Identity Cokieless » de l’IAB France, ce guide s’adresse principalement aux acteurs de l’industrie du marketing et de la communication en ligne qui s’interrogent sur l’avenir du cookie tiers et le devenir du ciblage publicitaire. Ce guide à vocation pédagogique s’adresse à un public désireux de mieux comprendre le fonctionnement des cookies, comment ils sont recueillis et activés à des fins de communication en ligne.
Les experts de la Task Force Identity Cookieless ont fait le point sur les solutions aujourd’hui envisagées à date. L’ensemble de ces réflexions est rassemblé dans un guide.
Une architecture claire et simple sous la forme d’intercalaires qui permet au lecteur de trouver rapidement les informations liées à chaque solution.
Augustin Decré, pilote de la Task Force Identity Cookieless et Managing Director Southern Europe d'Index Exchange précise: "Alors que beaucoup d’acteurs de l’industrie évoquent déjà la fin du cookie tiers pour 2022, il n’existe actuellement pas de solution idéale pour remplacer cet identifiant, qui reste, depuis 25 ans, une infrastructure essentielle pour l’ensemble de la publicité digitale. »
A ce jour, des questions subsistent encore, les entreprises de l’industrie restent mobilisées, sur le plan européen et international via le projet REARC de l’IAB, pour apporter de nouvelles solutions viables sur le long terme.
Des mises à jour régulières seront effectuées selon les nouvelles approches envisagées.
Un webinar sur le même thème, a été organisé par l’IAB France le 10 décembre dernier. Plus de 150 participants ont été réunis autour des 10 experts membres et pilotes des groupes de travail de la TF Identity Cookieless afin de présenter les grandes lignes du guide cookieless.
Smart lance son « Identity Indicator »
Dans un contexte où l’industrie de la publicité se prépare à un avenir sans cookie, Smart dévoile son Smart Indicator (disponible ici), un rapport conçu à destination des acheteurs médias et des éditeurs pour mieux comprendre l’impact de la dépréciation des cookies tiers et des ID mobile en temps réel. L’« Identity Indicator » de Smart offre un regard trimestriel sur les tendances émergentes autour du consentement et de l’identité, dans la transition vers un écosystème de publicité numérique privilégiant la confidentialité.
Toutes les données de ce rapport proviennent du SSP de Smart et ont été collectées du 8 au 28 mars 2021 sur l’inventaire web et/ou mobile de tous les éditeurs de Smart dans les marchés suivants : le Brésil, la France, l’Allemagne, l’Italie, le Mexique, l’Espagne, le Royaume-Uni et les États-Unis.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
En mars 2020, le marché publicitaire digital s’est resserré : le confinement a provoqué une réduction des campagnes, mais aussi une généralisation des filtres bloquant la publicité dans les contextes liés au Covid19. Cela a eu un impact conséquent sur la monétisation publicitaire des contenus premium. Cet épisode, qui a pénalisé directement les éditeurs et leurs régies, a révélé un grand besoin de clarification et de pédagogie en matière de brand safety. Dans cette perspective, les experts du SRI ont rassemblé leurs connaissances et pratiques du sujet dans un nouveau ‘Pense pas bête’ : le Guide de la brand safety et de la brand suitability.
Face à la dispersion des campagnes digitales, les annonceurs et leurs agences doivent s’assurer que les contextes de diffusion sont appropriés aux marques et que leurs campagnes ne financent pas des contenus universellement jugés indésirables (contenus illégaux, pornographiques ou incitant à la haine par exemple). Si ces pratiques ne sont pas nouvelles, les outils et les technologies de filtrage utilisés se sont récemment multipliés et complexifiés, et leur gestion induit parfois des effets contre-productifs. Les marques, pour ne pas associer associer leurs campagnes à des contenus inappropriés, peuvent actionner ces filtres à différents niveaux de la chaine publicitaire, notamment sur la base de mots clés, appelés aussi blacklists ou blocklists. Mais leur emploi, parfois maladroit, redondant ou excessif, impacte directement les volumes d’inventaires publicitaires disponibles sur les sites et de la même manière, l’efficacité des campagnes.
Aussi, comme il l’a déjà fait avec le programmatique, les cookies ou l’efficacité, le SRI propose dans un nouveau ‘Pense pas Bête’ de considérer cette légitime préoccupation des marques pour en donner une vue d’ensemble claire et pédagogique. Ce document est basé sur des entretiens avec de nombreuses parties prenantes - éditeurs, agences & tech - et réconcilie les visions sell side et buy side. En effet, pour que chacun puisse jouer efficacement son rôle dans la chaîne, il est essentiel de s’accorder sur une vision commune. C’est l’objet de ce guide qui permet de partager des définitions, de clarifier les rôles de chacun, de comprendre le fonctionnement des outils et de rassembler quelques bonnes pratiques et recommandations.
2019 Programmatic Advertising Ecosystem Europewww.improvedigital.comSales Houses & Ad NetworksAn outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & TechnologiesData providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and sellers.AgenciesAn advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & PrivacyDelivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading DesksThe specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with.Selling TechnologiesTechnology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences.
Le champ des possibles en matière d’optimisation des
performances susceptibles de rendre les campagnes
de publicité plus efficaces, est pour les annonceurs
comme pour les prestataires très étendu.
Chose inconcevable avec la publicité offline.
Ainsi, afin de pouvoir suivre les statistiques d’une
campagne online, un annonceur va intégrer à ses
liens de redirection des trackings qui permettront par
la suite l’étude des résultats sur un outil d’analyse
approprié et il pourra également arriver que
l’annonceur utilise deux outils d’analyse statistique,
voire, si un prestataire est impliqué dans la gestion
de la campagne, que ce dernier ajoute également son
propre outil d’analyse.
Malheureusement, il est très rare que l’on puisse
coordonner les différents outils de mesure afin de
permettre l’obtention d’informations communes.
De fait, les données varient le plus souvent au niveau
des clics et des impressions. Cela peut être parfois
source de désaccord entre les deux entités que sont
l’annonceur et le prestataire, tous deux impliqués
au même titre dans la campagne publicitaire.
Bien évidemment, force est de constater qu’il n’y a
pas d’outil d’analyse meilleur qu’un autre, et si les
données obtenues diffèrent souvent, c’est d’abord
que les méthodes et les facteurs d’analyse divergent
beaucoup d’un outil à l’autre.
À partir de quand faut-il essayer de comprendre
l’écart de statistiques ? Nous le verrons au travers de
ce document.
L'édition 2019 du Black Friday a été une fois encore le temps fort du secteur Retail
sur la fin d'année, véritable rampe de lancement de la période englobant Noël et
les soldes d'hiver. De plus en plus plébiscité par les marques et les internautes
(62% des internautes profitent du Black Friday selon un sondage BVA de novembre 2019), le Black Friday 2019 s'est distingué avec un démarrage précoce pour
certains marchands, anticipant d'une semaine la date "officielle" de lancement
afin de couper l'herbe sous le pied de la concurrence en proposant des offres très
agressives d'entrée de jeu.
De façon encore plus visible que lors des précédentes éditions, les soldes continuent de perdre en importance au profit du Black Friday, notamment sur les
secteurs de l'Habillement et de la High tech.
Le volume de business généré à l'occasion de ce temps fort en fait un moment clé
dans la stratégie d'affiliation des marchands qui peuvent s'appuyer à cette occasion sur des verticaux puissants et déclencheurs d'achat pour démultiplier leurs
ventes. L'écosystème des Editeurs a été tout particulièrement dynamique cette
année et a fait la part belle à l'innovation en proposant des dispositifs puissants
alliant personnalisation et performances.
Dans la présente étude, vous trouverez une analyse des principaux indicateurs
clés de performance par secteur d'activité ainsi qu'une vision affinée sur les 3
temps forts qui se se sont dégagés du Black Friday 2019: la semaine précédant le
jour J, le week-end du Black Friday et la CyberWeek qui a suivi.
Le Baromètre du Lead du CPA vous est présenté par les membres du Collège Lead du CPA, acteurs du
marketing digital et spécialistes de la génération de leads. Tous les résultats proviennent d’une étude menée
par les rédacteurs du Baromètre sur une période d’analyse des chiffres de Septembre 2018 à Août 2019 inclus.
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Romain Fonnier
Résultats des sondages IAB / CPA : «Les conséquences économiques de la crise covid-19»
A l’image de nombreux pays à travers le monde adoptant des mesures pour lutter contre la propagation du virus COVID-19 dont le confinement, l’économie française est gravement touchée et le digital ne fait pas exception. De nombreux secteurs ont besoin d’un soutien public pour traverser ces moments difficiles. Les gouvernements prennent des mesures de soutien de l’économie et d’anticipation de la reprise d’activité. Le digital ne doit pas en être exempté.
Dans le cadre de la crise sanitaire que nous traversons (Covid 19), le CPA et l’IAB ont réalisé un sondage auprès de leurs adhérents, afin de comprendre les principales préoccupations de l’industrie et les conséquences économiques de cette crise mondiale. Plus de 100 dirigeants d’entreprises représentatives des acteurs du marketing et de la publicité digitale en France (éditeurs, régies, agences, adtech, etc.) ont répondu au questionnaire entre le 7 et le 27 avril dernier.
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesRomain Fonnier
Les annonceurs sont confrontés à des écarts de comptages croissants entre les technologies qu’ils utilisent dans le cadre de leurs campagnes marketing online. Ces écarts brouillent la mesure et l’analyse des performances des opérations mais posent aussi des soucis de facturation de plus en plus fréquents. Afin d’aider tous les acteurs de la chaine marketing digital à mieux cerner les raisons qui sont à l’origine de ces écarts et de leur donner les conseils de première urgence pour les réduire, nous, membres du Collège Technologie du CPA, avons rédigé ces fiches. Elles ont pour but de contribuer à faciliter la compréhension de notre industrie et, en expliquant les phénomènes, de poser des bases permettant à tous d’avoir un repère commun.
Baromètre de l'affiliation - Edition 2020 - CPA FranceRomain Fonnier
Le Baromètre de l’affiliation 2020 est l’outil de référence pour piloter et optimiser sa stratégie d’affiliation, tout au long de l’année.
Cette nouvelle édition de notre, désormais, incontournable baromètre de l’affiliation se veut
plus riche que jamais. Portée par les membres du CPA (Collectif Pour les Acteurs du marketing
digital), elle recouvre les 15 principaux secteurs d’activités de l’e-commerce en France.
L’affiliation est au cœur de la plupart des stratégies digitales d’acquisition et fidélisation des
annonceurs. Ce baromètre apporte donc un éclairage indispensable pour bien appréhender ce
levier clé du mix marketing à la performance.
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
European Programmatic Ad Spend Report 2018
The latest IAB Europe Programmatic Ad Spend Report reveals that programmatic revenue grew by 33 percent in 2018, topping €16.7bn, with more than 70 percent of display and more than 50 percent of video now traded via programmatic methods. Social media buying dominates programmatic, but when this medium is removed the market saw impressive growth of 26.6 percent, to a total of €5.5bn.
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
There is a continued push for a quality and safe advertising environment
Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low
Talent and skills remain a barrier to investment
Supply chain transparency is still an issue
The number of advertisers with in-house operations for programmatic is now higher than the number that outsource to an agency
Programmatic continues to be a catalyst for delivering brand campaigns at scale
In light of GDPR, stakeholders are looking to use more first party data, private marketplaces and contextual targeting
21eme observatoire de l'e pub - sri - 2019Romain Fonnier
Cette étude de référence, initiée par le SRI et réalisée par le cabinet de conseil et d’audit PwC, en partenariat avec l’UDECAM, donne un éclairage indispensable sur le marché publicitaire digital et son écosystème, en analysant l’évolution de son chiffre d’affaires net par leviers, par formats, par modes d’achat et par devices[1].
Le marché français de la publicité digitale atteint 4 876 M€de chiffre d’affaires net sur l’ensemble de l’année 2018, en progression de +17% par rapport à 2017.
Depuis 2008, le marché n’a cessé de croître et d’évoluer, au rythme soutenu de la digitalisation des médias, des audiences, des organisations et des annonceurs.
En 2018, la publicité digitale retrouve une vigueur jamais observée depuis 2009
Avec une croissance de 17% par rapport à 2017, le marché de la publicité digitale[2]compte pour 4 876M€ en 2018. En 10 ans, le marché a été multiplié par 2,5[3].
Sur l’ensemble de l’année :
Le Search progresse de 11%, il représente 45% du marché global et un CA net de 2 275M€
Le Display global connaît une croissance de 30% (1974M€), il représente 40% du digital mais son évolution est très contrastée :
Display Social : +63, soit 22% du marché global et un CA net de 1 088M€
Display hors Social : +5%, soit 18% du marché global et un CA net de 886M€
Les « Autres Leviers »sont quant à eux en croissance de +6%, ils représentent 15% du marché global, et leur CA net s’élève à 735M€ :
Affiliation : +7,5%
Comparateurs : + 6%
Emailing : +2%)
Les Médias dits « Historiques »représentent 16% du Display global et 36% du Display hors Social[4]
L’IAB France publie son premier guide sur la data qui fournit aux annonceurs, agences et éditeurs une vision claire des meilleures pratiques de la data. Qu’est-ce qu’une donnée ? A quels objectifs de campagne répond-t-elle ? Quels en sont les usages ? Les tendances ?
Dans un monde où les consommateurs et citoyens sont de plus en plus connectés, la data représente un enjeu majeur et un véritable levier de digitalisation pour les entreprises. La consommation des données et leur utilisation sont au coeur des préoccupations actuelles et représente un avantage concurrentiel pour les acteurs du marché ; la mise en place du RGPD en est la preuve et il nous a semblé pertinent de produire ce guide afin d’aider les lecteurs à identifier les bonnes méthodologies d’usages de la data.
Fruit de l’expertise et de la collaboration des entreprises expertes du réseau IAB France, ce guide présente une approche claire et simple des données pour en comprendre leur valeur et leurs usages dans les stratégies de marketing en ligne.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
2. IAB Europe Using Data Effectively in Programmatic White Paper
CONTENTS
Page 2
3 1. Introduction
6 2. Understanding Audience Data
6 2.1 Buy-side audience data
13 2.2 Sell-side audience data
16 3. Using Data Effectively and Building a Data Strategy
16 3.1 Combining data into target segments and activating
campaigns
19 3.2 Key considerations for using data effectively
24 4. Cross-Device Opportunities and Challenges
29 5. GDPR Considerations
32 6. Conclusions
35 7. With Thanks
3. IAB Europe Using Data Effectively in Programmatic White Paper
The IAB Europe Using Data Effectively in Programmatic White Paper has been updated to
reflect the changing nature of the European data landscape. This updated version includes
revised content with an additional section covering GDPR considerations and new case
studies.
Consumers are using an ever-increasing variety of channels and touch points across media to
shop and to consume content. The interactions and behaviours across these touch points:
online video; news and information sites; social media; gaming; to name a few create myriad
data points that initially can seem disconnected. Combine this fact with the increasing use of
ad blocking tools and the challenge of delivering relevant advertising becomes even more
real.
As consumers navigate through these channels and touch points they should receive only
relevant and quality advertising messages and the promise of programmatic has been to
reach the right consumer at the right time in the right place with the right message. Indeed,
programmatic advertising has continued strong growth over the past few years and is now an
€8.1bn market in Europe.
This promise cannot be delivered without data about the consumer. Leveraging data
intelligently can both reveal and build connections across these points that make it possible
to understand and target customers as they progress through the buying journey.
Data is a hot topic but also a very generic term, it is important to understand the different
types of data available in marketing (see following page).
1. INTRODUCTION
Page 3
4. INTRODUCTION
Types of data available
• Financial data can be data about sales, market-share, return on investment.
• Research data can be data from media usage panels, brand studies and consumer
segmentation – this data is a key source for consumer insights in marketing.
• Known consumer data on the other hand, is linked to consumers such as CRM data or
eCommerce sales data.
• Pseudonymous audience data is also linked to individual identifiers (like a cookie or
a cross-device ID), but as all links to personal data are removed. This can be used for
reaching audiences on a large scale.
• Campaign data can be impressions, clicks, engagement tracked by an ad server or
website analytics data. This is usually not linked to pseudonymous audience data –
however it can be linked to make it a source of audience data.
This white paper focusses on the fourth point, pseudonymous audience data that is used
for targeting in programmatic campaigns. It provides guidance on the types of audience
data available and how to use it more effectively, particularly in programmatic trading.
Data is considered to be the “new oil”. Data-poor advertisers without a direct connection
to their consumers, such as FMCG brands that are selling via supermarkets, hope to get
closer to them by understanding their engagement with advertising and owned content.
Building their own segmentation, these advertisers want to become more relevant to the
consumer by targeting the right person with the right message which in turn means
consumers won’t receive advertising that is not of interest to them.
Data-rich advertisers, for example those where a large part of the purchase journey
happens online, want to extend the personalised communication from their CRM
programmes and existing consumers to prospect consumers.
IAB Europe Using Data Effectively in Programmatic White Paper
Page 4
5. INTRODUCTION
Both groups of advertisers can benefit from collecting, analysing and activating audience
data to give them a much better understanding of fast-changing consumer needs, equip
them with better tools to engage with consumers through relevant messages and
ultimately to increase the effectiveness of their communications along the purchase
funnel – from mass communication to the one-to-one level.
IAB Europe Using Data Effectively in Programmatic White Paper
Page 5
6. Advertisers are wise to consider all types of data sources to address the various audiences
and goals they are trying to reach.
Buy-side data refers to data that advertisers own or can access and use. Every time an
interaction happens between consumer and advertiser, data is created. This can include
data about their:
• Interests
• Decisions
• Points of contact
• Activities relative to those moments of engagement,
• Perceived needs
• Key demographic and behavioural background and how that background compares to
other consumers
• Length of time between the current and previous interactions
• Frequency of engagement
• Exposure to advertising
This should serve as a robust platform from which to build insights about consumers, what
motivates them, and how to reach them in the moments that matter.
IAB Europe Using Data Effectively in Programmatic White Paper
2.1 Buy-side audience data
2. UNDERSTANDING
AUDIENCE DATA
Page 6
7. UNDERSTANDING
AUDIENCE DATA
2.1.1 First party data
First party data refers to any data collected by the advertiser. Examples of this are:
• Transactional or registration CRM data, whether online or offline, from people who
have made purchases at physical stores or via an e-commerce site; from sales leads;
from database sign-ups, and from people who have interacted with a call centre.
• Website data and campaign performance data from email, display, video, mobile,
direct mail, TV, print.
Benefits of first party data
• First party data is usually the data from which advertisers can derive the most value as
it is data from consumers that have shown interest in the advertiser’s offer already or
are consumers already and therefore are much more likely to convert or engage.
• This data also enables the advertiser to create segments as broad or narrow as needed
to meet the goals of the campaign.
• First party CRM data tied to an email address for example, can be used to identify
consumers across all browsers and devices.
How to utilise first party data
First party data can be collected via tags on an advertiser’s digital assets or by on-
boarding offline data and matching it to digital identifiers, i.e. cookies
The most common way to build up first party data at scale is to use the technology of a
data management platform (DMP) or the DMP functionalities within buying tools (e.g.
DSP, Search or Social Bid-Management tools or an Ad Server). These can place tags
throughout the website, apps, ads or email newsletters to track the type of content
consumed and the frequency of content consumption.
CRM data can be on-boarded with data-matching services, which have large databases of
personal data such as email addresses, phone numbers or home addresses and cookies or
digital IDs.
IAB Europe Using Data Effectively in Programmatic White Paper
Page 7
8. UNDERSTANDING
AUDIENCE DATA
These services identify the user from the advertiser’s CRM database and match them with
an associated cookie. It is important to make sure that this is done in a way that complies
with the relevant EU privacy legislation.
Keeping control
Knowledge derived from first party data is a highly valuable and portable asset, and like
other similar company assets, there must be a clear understanding of who has access to
the data and the reasons for their access. Failure to think through and implement
sufficient data governance can result in data leakage, the term used when companies lose
control over their data.
It is important that access to first party data is monitored and appropriate encryption is
used. There are also instances in which organisations share data with partners or
suppliers. It is vital to fulfil obligations under data protection legislation, see section 6 on
GDPR considerations.
Cookies (and other identifiers for the collection of information from users, such as mobile
advertising identifiers) are another key component as they are essential for proper
targeting. It is important that advertisers understand, comply with, and keep track of
regulatory obligations affecting the collection of cookie data. Businesses should assess
whether regulatory compliance requires putting in place contractual agreements, for
example to ensure that the consent of users is organised by a publisher on behalf of its
third-party partners for the collection and use of cookie data where such consent is
necessary. IAB Europe’s e-Privacy Directive implementation centreprovides guidance on
compliance with the cookie consent standards of each EU member state.
Regular auditing of tags on the site and documenting of data flows to ensure they are
approved third parties will help to ensure control.
This being said, it is also important to understand that there are varying "risk levels"
associated with different data types.
IAB Europe Using Data Effectively in Programmatic White Paper
Page 8
9. UNDERSTANDING
AUDIENCE DATA
Cookie IDs as such are comparably uncritical pieces of information as they are truly
pseudonymous and without a match table in place it is very hard to make any sense of
them. It's different with "real" personal data such as email addresses. For advertisers
operating with data that qualifies as personal it is recommended that partners are
carefully selected.
Legal and privacy considerations
Advertisers that want to maximise the value of their first party data should involve their
legal and privacy teams early in the process to ensure full compliance with European data
protection and privacy laws (see section 6 on GDPR considerations).
A good way to keep on top of the latest developments regarding regulation and self-
regulation is via IAB Europe’s Policy Committee and its various task forces. Additional
market specific information can be provided by the relevant national IABs and partners.
2.1.2 Third party data
Third party data is usually not sold but licensed and paid for each time it is activated in a
campaign via a CPM cost model (cost per 1,000 impressions bought against that data) or a
percentage of media spend.
IAB Europe Using Data Effectively in Programmatic White Paper
Page 9
10. UNDERSTANDING
AUDIENCE DATA
Types of (third party) data available in a data market place
Data market places offer a wide range of user profiles, based on different sources:
• Interest data: categories of websites visited by user, topics of articles read by user (i.e.
interested in cars, football or house renovation).
• Purchase intent data: user searches or views of a specific product on price
comparison or e-commerce websites (i.e. new SUV, flat in city centre or baby clothes).
• Geo-localisation data: GPS or WiFi device data (using WiFi in specific places such as
restaurants, public transport, airports, etc.).
• Demographic data: data declared during registration process.
• Sociographic data: social status, family and professional status, education, earnings –
data available from different types of social networks.
• E-mail subscription data
• Mobile applications data: registrations and usage of mobile apps.
• Device type
Benefits of third party data
The value of first party data increases dramatically when overlaid with third party data to
provide a much richer picture of audience segments, including lifetime value, attributes,
behaviours and content consumption. This enables:
• A better understanding of an advertiser’s website visitors, which in some cases can
lead to modification of marketing strategy.
• Ability to increase effectiveness of re-targeting campaigns by combining first and third
party data.
• Foundation for look-a-like targeting, where consumers with similar profiles to those
users that converted are targeted, reaching a larger group of potential prospects.
Publishers may use third party data in order to create a better experience for their users –
such as articles and product recommendations and content personalisation.
IAB Europe Using Data Effectively in Programmatic White Paper
Page 10
11. UNDERSTANDING
AUDIENCE DATA
Challenges of third party data
For many data-poor brands that can capture only a small fraction of their target audience
via their owned channels, third party can be a route forward. However, looking into the
depth and breadth of targeting segments available on the data marketplaces is often
overwhelming for an advertiser.
In some smaller markets, the volume and quality of third party data is limited. This may
be due to local privacy regulation and concerns discouraging data holders to sell the data,
the fact they have not yet assessed whether selling audience data is a good idea, or
whether it is better to activate their audiences only via directly sold publisher targeting.
Even if third party data is widely available, challenges exist:
• Often, the data is de-branded, mixed and modelled from different sources and it is very
difficult to understand where the data came from, how accurate and current it is. Some
publishers may classify a person that has just read one article about the new Ferrari as
“in-market for automotive”, but that segment will most likely not perform well for a
compact car brand trying to generate sales.
• With some third party segments, it is unclear whether the data is true declared data,
observed data or modelled.
• Vendors may sell the same data and segments to multiple advertisers with similar
target audiences, so it is not unlikely that brands may bid their programmatic buys
against exactly the same cookie-pool as their competitors.
2.1.3 Second party data
The limited reach and depth of first party data and the sometimes questioned quality of
third party data has turned many advertisers attention to second party data.
Second party data is someone else’s first party data, for example a publisher’s data about
their audience. Second party data can also come from other non-competing brands,
retailers or other holders of data that don’t sell that data on the large third party data
marketplaces.
IAB Europe Using Data Effectively in Programmatic White Paper
Page 11
12. UNDERSTANDING
AUDIENCE DATA
The key difference from third party data is that second party data is traded or shared
directly between two parties. That brings some major advantages but also some
challenges.
Benefits of second party data
One advertiser can leverage the pseudonymised profile, e.g. hashed personal data, of
another advertiser’s consumers in a second party data partnership and target them if they
fit their consumer profile. Additional behaviours from other third party sources can also
be added to the mix, to further supplement the pseudonymised customer profile and even
more precisely target them. In this way, different verticals, such as retail and fast moving
consumer goods (FMCG), can think strategically about using each other’s data to their
benefit, because a much more multi-dimensional understanding of one’s audience is
achieved.
An alternative can be for advertisers to somewhat limit the use of generally available third
party data by combining it with custom segments specifically built for the advertisers
purpose. By combining in-panel surveys to identify highly custom segments and then
running extrapolation analysis on the results advertisers can in theory fully control the
targeting criteria from third party signals. This approach however is in its early days and
not widely practiced yet.
Other benefits include:
• The data is purchased from a known partner, it is very clear how the data was
generated and therefore much easier to evaluate the quality of the data.
• Often second party data is obtained for partnerships with companies that have
complementary data sets to drive campaign performance and share insights.
• Usually the data vendor does not sell the same data to everyone on the market,
therefore limiting the risk of targeting exactly the same consumer as competitors.
• A further benefit for data holders like publishers or retailers selling their data as second
party data is that they have more control over who uses it and for which purpose.
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13. Page 13
UNDERSTANDING
AUDIENCE DATA
Challenges of second party data
However, there are also some challenges in activating second party data at scale:
• As it is based on a direct connection between the data holder and the data user, it is
much harder to activate than third party data, that is readily available in any DSP or
DMP. It is important to consider what commercial arrangements need to be made to
accurately report and bill for data usage by second party data source.
• Some data holders don’t have a feeling for the value of the data that they hold for other
brands, therefore potentially making the commercial agreement complicated.
To leverage second party data at scale, DMP vendors are increasingly enabling data-
cooperatives between their clients, making the sharing and selling of data as easy as for
third party data but with the full control of a direct second party data relationship.
When talking about first and second party data, it is important to be clear who the data
holder is. A publisher’s first party data can be an advertiser’s second party data and vice
versa. The data only becomes third party when it is acquired via an intermediary, i.e. a
data marketplace.
First party data refers to information collected by publishers about their websites’ visitors
and their behaviours, actions or interests demonstrated across their websites. It can also
include CRM data, subscription data, social data, or cross-platform data from mobile web
or apps (similar data types to advertiser first party data).
2.2.1 Value of publisher data
If a publisher has demand that outweighs supply for its inventory and they have the ability
to segment and store audience data, then selling data via audience extension or to the
buy-side stakeholders could be considered. Not only will this enable a new revenue
stream for the publisher, it will also enable advertisers to reach the publisher’s audience
across other media, satisfying the demand and therefore overcoming the lack of supply.
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2.2 Sell-side audience data
14. UNDERSTANDING
AUDIENCE DATA
IAB Europe Using Data Effectively in Programmatic White Paper
Advertisers, however, should be made fully aware whether they are buying the publisher’s
audience on the publisher’s owned sites or the same audience on third party sites that
may not have the same quality.
For publishers, data security is paramount; they need to ensure that the data sold is
safeguarded and not used beyond or outside the terms of the sales agreement. There is
benefit in utilising a trusted third party partner, e.g. a data management platform (DMP)
or data exchange, as both parties can securely access and track usage.
Some advertisers prefer to buy media and data separately, as they value the premium
environment from certain publishers but might consider other data partners better suited
to define the audience to be targeted. Publishers with unique audience data might benefit
from this as well, as they can sell all their inventory only once, but maximise the value of
data as on-top revenue.
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15. UNDERSTANDING
AUDIENCE DATA
Overview
• Affiperf partnered with a popular travel brand to increase customer
acquisition month over month. By combining the brand’s first party data -
which by itself did not have high enough volume, Affiperf recognised the
need to leverage both first and third party data sets to boost performance
Strategy
1. Affiperf partnered with a leading third party data marketplace to identify
users who expressed the same attributes as the client’s website converters
2. Affiperf leveraged an advanced modelling platform to create two unique
models that balanced reach against data confidence
Results
3-5X higher return on investment
A strong look-alike methodology has given us incremental reach on those
first-party segments with the highest conversion rates. The implementation
process is always smooth from beginning to end.
Pablo Guereñu, Programmatic Trading Manager – Affiperf
IAB Europe Using Data Effectively in Programmatic White Paper
Case study
A Winning Equation = first and third party data
“ “
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16. As outlined in section two, advertisers have access to a range of data, from self-generated to
purchased, actual to modelled/forecast information. The next stage is to understand the
most effective way to use the data.
Advertisers, media agencies and media owners face a double-sided challenge: avoiding
drowning in data but, at the same time, not missing the huge opportunities that data offers
for engagement with their consumers and users in a personalised and effective way. The
user experience can’t be optimised without using data intelligently and insight provided by
data can lead to more effective use of marketing budgets.
Advertisers today have more power than ever before to ask not only about overall campaign
performance in real time, but demand each site be accountable for every impression served.
Through the availability of first, second and third party data advertisers can discover that
the value of one impression doesn’t necessarily equal the value of the next or the former.
Because of this inherent variability in value, advertisers are demanding and actively using
metrics focused analytical solutions to drive better campaign performance and make every
impression count.
The fundamentals of building audiences are very simple and not different from how
audiences are defined in offline media. The planner combines attributes from first party
data with facts from second or third party data to define an audience, using the Boolean
logic of <AND>, <OR> and <NOT>.
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3. USING DATA EFFECTIVELY
AND BUILDING A DATA STRATEGY
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3.1 Combining data into target segments and activating campaigns
17. UNDERSTANDING
AUDIENCE DATA
Here are some examples:
• In market customer who has engaged already:
<user has been to product page on advertiser’s website twice in the last three
weeks (first party pixel on product page)> AND NOT <user has bought the product
online (first party pixel on “thank you “)> AND <user is in-market for the product
category (third party data from data marketplace)>
• Prospecting segment
<user is age 25-35 (third party data from data vendor A> OR <user is age 35-45 (third
party data from data vendor A> AND <user is interested in fishing (third party data
from data vendor B)>
• Second party data targeting
<user has configured a VW Golf on Car comparison site (second party data
partnership)> AND <user has configured a Ford Focus (second party data
partnership)> AND NOT <user has been to VW Car configurator>
More sophisticated audiences may be built using audience discovery algorithms (finding
data attributes that over-index for those users that have converted to identify new target
segments), look-alike targeting (finding users with similar behaviour and attributes like the
users that have converted) or building audiences in real-time based on all data signals. But
the principle of combining attributes to define an audience stays the same.
When the audience has been built, it can be activated in marketing tools e.g. demand side
platforms (DSP), for website personalisation or custom audiences on social networks or
search.
Matching data to campaign objectives
In order to identify the most effective data sources to reach certain campaign objectives,
the type of data, reach and granularity have to be taken into account. Branding campaigns
to increase the awareness or affinity for a product in a defined audience, require scalable
data assets with high reach. Socio-demographic information such as age, gender and
income are a classic choice for that, but more and more advertisers tend to address
customised brand audience segments.
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18. UNDERSTANDING
AUDIENCE DATA
Data modelling techniques and data aggregation are important to achieve the necessary
reach and to deliver campaigns to large scale audiences.
Programmatic teams should not fall into the trap of focussing mainly on demographics for
their targeting, and indeed while broader communication planning teams have
recognised that today’s varied audiences are much better described by their interests and
attitudes than demographics. So behavioural profiles may be a better choice for targeting
as they can be better signals for product interest, while demographic data is also
impossible to observe? and therefore not available at the scale and accuracy many
advertisers expect.
For performance campaigns that lead to concrete actions, the granularity of the data is
most important.
For these objectives, effective data sources are for example first party re-targeting
information from the advertiser itself or factual intent data from a specific product
category by a suitable third party data provider – to be able to generate leads or increase
sales. For programmatic audience buying systems it is important to cover the whole
customer journey with different data sources, for all campaign goals along the so called
purchase funnel.
Most DSPs are connected to most data marketplaces and data management platforms, so
the operator can activate the audience build in one tool. In the background, however,
complex data matching needs to happen.
Each tool has its own cookie pool (or user profiles) and needs to map them to the other
tools, so that user X from the DMP can be recognised as user Y of the DSP. While those
processes constantly happen in the background, some profiles cannot be matched or
found again, so low data-match rates will limit the reach within the defined audience that
can actually be delivered. Speaking of low data match-rates: it's a widely misunderstood
concept to look at the overall match-rates between two cookie pools.
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19. UNDERSTANDING
AUDIENCE DATA
The more valuable information is the match-rate between active cookies (e.g. defined as
"30 day actives"). Changing the focus from "all cookies" to "active cookies" can
tremendously change the picture on "compatibility" between independent data pools.
Single customer view
It is often the case that (internal or external) client briefs focus on needs relating to
specific product or service use cases at the expense of the wider context. With separate
client teams briefing these projects and managing different data sets, there is a real
danger of efforts being duplicated and data being siloed.
Having a solid data governance and management strategy, and a data science-led,
consistent approach to data across the whole business is crucial to avoid a fragmented
view of the customer. A customer/user is not just a buyer of a certain product or service.
They are also a human being with different characteristics, behaviours and attitudes. The
customer may or may not have bought other products from the same brand before. Plus,
there are all those activities that take place out of sight of the brand on various channels
and in different environments. It is therefore paramount, in order to develop and end to
end effective data-driven strategy, to have an approach which will start from the user as a
person rather than a set of disconnected or unrelated data points.
Using audience data to enhance creativity
Technology is often used to spark creativity. Asking the right questions of the data can
lead to new insights and new ideas which in turn can lead to engaging advertising
experiences for the consumer. Third and second party data can be used to understand the
wider interests of the audience segment(s) which in turn can be used to inform the
campaign creative, as well as cluster analysis which can reveal distinct subgroups within
audiences. Data can not only play an important role in the sophistication of the creative,
but also link the creative with overall media strategy.
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3.2 Key considerations for using data effectively
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20. UNDERSTANDING
AUDIENCE DATA
For example, rather than showing a consumer the same display ad repeatedly, an advertiser
can use the technology that exists to either re-target with a better offer, different creative or
showcase a complementary product.
Serving sequential or consequential ads to consumers needs to become ever more prevalent
to avoid the problem of ads being seen as ‘stalking’ consumers. With the constant evolving
sophisticated dynamic advertising solutions it can be expected that a more programmatic
approach to creative strategies will soon become a normal practice.
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Case study
Using Data to Enhance the Creative
A large automotive manufacturer wanted to know who was buying its SUVs and
saloons. By matching its first party data to third party data in a DMP provider,
the manufacturer gained some new and surprising insights: people who bought
SUVs were more likely to own a pair of skis, meaning the creative should show
the car in a wintry setting. The data also showed that people who buy saloon
cars were three times more likely to be Android users – not ideal when the
creative had been talking about the iPhone capabilities of the car! Using these
audience insights, the reworked creative lead to a 50% reduction in cost per
lead.
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21. UNDERSTANDING
AUDIENCE DATA
Using campaign data to optimise campaign performance
With real-time campaign performance reports, advertisers are able to regularly evaluate
impressions, clicks, and actions over any designated period of time since the campaign
start date, answering key questions about the optimal settings and mix across audience
profiles, channels, inventory, and creative.
• CRM data can be used to reach known customers and re-engage them with product
offers. This is a good way to increase frequency and conversions amongst the most
loyal consumer base.
• Demographic targeting: audience insights can provide the advertiser with real-time
information about the age, income, lifestyle, and affinity of the people who responded
best to the advertising.
• Geo-targeting: advertisers are able to utilise data to evaluate campaign metrics by
geographic area (for instance at postcode level), then adjust the campaign to areas that
show the best campaign performance.
• Day part targeting: day part reports show a variety of performance metrics by day of
week and by time of day, enabling the campaign to optimise to the most effective times
to serve ads.
• Velocity targeting: used for direct response campaigns, takes into account a
consumer’s frequency of and recency of visits to the brand’s website to either increase
or decrease the user’s exposure to advertising and adapt the messaging appropriately.
• Devices / channels: reviewing campaign performance by device type report can show
which type of ads perform best on which channel, enabling budget to be optimised
across the best mix of channels.
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22. UNDERSTANDING
AUDIENCE DATA
• Publishers: campaign data reports are able to map the number of conversions against
unique users for a specified time period, and this can be tracked back to create a
“whitelist” of top-performing publishers.
• Creative: advertisers can evaluate the results of each creative in the campaign,
including the ad size, enabling optimisation to the best performing creative, whilst
balancing the available inventory at that size (and cost) to give sufficient reach.
Having a holistic view of the campaign across audience profiles, channels, inventory and
creative messaging, rather than viewing each in silo, is critical to using data to fully
optimise the campaign and maximise the return on investment.
Insights and reporting
Data should be used to inform, learn and help make decisions. In order to do that, data
needs to be organised and digestible.
Insights can provide the ability to an accurate and deep understanding of campaign
performance which is essential in decision making. Insights can also provide an
understanding of not only who committed an action (purchase, sign-up, etc.) but also
how that information ties back to what is already known about the consumer and/or the
audience segment; how that audience indexes against the buyer’s entire ecosystem and
what other attributes rank highly for that particular audience.
Closed loop reporting is a tactic that can be used to better understand the most valuable
customers and “close the loop” between marketing and sales efforts.
.
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23. UNDERSTANDING
AUDIENCE DATA
Overview
Kraft Heinz, its agency and DSP, wanted to increase consumption of its soup products
among canned-soup buyers and drive trial of a new carton of soup to win back share from
the fresh soup category in the UK.
Strategy
To meet the challenge, Kraft developed Global Purchase-Based Targeting (PBT) strategy, an
innovative method of leveraging real purchase data in the U.S. to inform and power global
audiences—filling the void where international purchase-based data is sparse.
On average, Global PBT proves to be more 3x effective at identifying brand and category
buyers. Ideal buyers were developed from several premium data assets including:
• CPG transaction data, sourced from 74MM U.S. households
• Cookie-based activity and interest
Results
The teams observed strong performance against audience reach (15-20MM online
profiles), viewability (60 percent average viewability higher than the EMEA industry average,
55 percent), and above-average video completion (75-80 percent). Kraft Heinz and team
will continue to leverage Global PBT for additional campaigns across France, Germany,
and Spain.
Global PBT solution has become a competitive advantage for us. It’s enabled us to
connect o international buyers with greater accuracy and outperformed other targeting
segments in market. We’re looking forward to leveraging Global PBT to enhance other
purchase-based targeting efforts across EMEA.
Nick Bartlett, Digital Development Director, Starcom UK
IAB Europe Using Data Effectively in Programmatic White Paper
Case study
Accelerating international purchase-based
success
“ “
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24. The tendency for today’s consumer to own not just one, but a host of connected devices has
opened up a range of new opportunities for advertisers, while at the same time making their
ability to holistically gain control of the proliferated sales funnel a challenge. As one-to-one
marketing becomes an apex more advertisers strive to reach, the ability to find and target
users across the multiple devices they use is more important than ever. In tandem, advertisers
must also increasingly be able to directly attribute resulting business outcomes to those
marketing actions. Identity management or “cross-device” aims to marry the ability to target
accurately across devices with proper attribution of all the touch points along the path to
conversion.
Successful cross-device measurement yields big benefits for advertisers and consumers alike.
Effective cross-device measurement can:
• Fuel more relevant experiences for the user, delivering the most useful message at the
appropriate time, no matter which device they are connected to;
• Provide a holistic view of behaviour throughout the customer journey, allowing advertisers
to analyse advertising spend across an entire campaign, rather than piecemeal across
different screens and formats;
• Offer an essential step in eliminating silos in digital media planning.
The cookie has crumbled
The proliferation of connected devices means that single-device identifiers, such as cookies,
cannot capture a full view of media touchpoints and consumer actions across devices.
Not too long ago, cookies were an indispensable part of online advertising, helping advertisers
keep track of which ads had been viewed, on which site, in which behavioural segment the
user was part of etc.
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4. CROSS-DEVICE
OPPORTUNITIES AND CHALLENGES
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25. UNDERSTANDING
AUDIENCE DATA
However, with non-cookie supported devices increasingly playing an integral role in the
lives of consumers, the dependency on cookies in regards to gaining useful insights is
steadily losing strength. The rise of non-cookie supported devices has rendered
traditional targeting and retargeting relatively tame, with one person owning a
smartphone, tablet, laptop, desktop, and smart TV being counted by advertisers as five
different users. This fragmentation of users has meant that the industry has needed to
adapt and rethink its targeting options, in order to enable advertisers to once again
effectively connect with their users.
One answer to the problem is the ID Graph. An ID Graph is a series of interconnected
identities, where all IDs belong to a single consumer. In other words, the ID Graph is a
united group of any number of separate (device/cookie) IDs that are tied together into a
single actionable customer profile. While not eliminating cookies totally (as they still work
on desktop), cross-device audience management works as an effective tool to retarget
and reach users across all of their connected devices. This new feature helps to determine
which devices belong to the same user, enabling advertisers to connect with these users
irrespective of which of their devices they are using.
Deterministic data vs. probabilistic algorithms
Advertisers can utilise deterministic data and probabilistic algorithms in order to
accurately identify which screens belong to users. This process must comply with EU
privacy legislation as outlined in section 2.1.
Deterministic refers to data that can be determined (i.e. verified) as true. For example, a
user logging in to an e-commerce site will usually need to sign up using identifiable
information. Thus, every time the user logs into this site, the publisher (website) will be
able to use this deterministic data recognise this user with an extremely high degree of
certainty.
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26. UNDERSTANDING
AUDIENCE DATA
For example:
User A owns a laptop, a tablet and a smartphone. On each of these he is logged on to a
certain website across his devices. His logins thereby create a cross-device connection
(through anonymous hashed login IDs), due to the fact that he is logged onto the same
profile from different devices. This data is one-way encrypted and fed into a DMP, from
where it can be accessed via a DSP as one and the same user.
The probabilistic method of establishing a user ID across multiple devices is a little more
complex than deterministic methods, as it relies on algorithms to analyse thousands of
different pseudonymous data points to create statistical, i.e. probable, matches between
these devices.
For example:
User B owns a laptop and a smartphone. The user works from home in the morning, goes
to work, and stops off on the way home to finish off some work in her favourite coffee
shop. She does this five times a week. A matching identifier here is her laptop and mobile
login using the same IPs and browsing the same content. This, and thousands of other
data points are compared to finally come up with a link that shows that these devices are
owned by the same user.
The deterministic and probabilistic data can be fed into a data management platform
(DMP), where consumers and the link between their devices are converted into actionable
consumer insights. These users are then accessible via a DSP to advertisers, who can re-
target consumers across their devices with relevant advertising.
Advertisers should talk about the opportunities and challenges of cross-device with their
technology partners to understand whether and how their approaches tackle each of
them, ideally selecting partners that have not only thought about these issues, but have
designed and implemented solutions that can demonstrably deliver solutions to this
challenge.
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27. UNDERSTANDING
AUDIENCE DATA
Effective attribution
It is important to understand how activity on one device can drive conversions on another.
Without cross-device methods only devices can be tracked, not consumers. This leads to
misleading statistics and campaign performance. Cross-device helps advertisers to gain
control of the attribution process and provides a 360-degree view of the consumer journey
and all associated touch points.
Measurement in a cross-device world
When it comes to finding users along the purchase path and taking stock of what they’re
doing at key touchpoints, the capabilities offered by existing solutions vary dramatically. A
good system of cross-device measurement needs to be accurate, scalable, actionable and
respectful of user privacy, and ideally should operate across a variety of properties.
• Accurate: in order to identify consumers across screens, accuracy is critical. If a solution
has no or few logged in users it’s going to be less accurate.
• Scalable: not only does a solution need to know some people, it needs to know a lot of
people. Fundamentally, cross-device measurement is an attribution challenge – but an
attribution model only truly succeeds when it can be applied at scale. This kind of scale is
achievable through programmatic, thanks to the huge reach it can provide.
• Actionable: in order to be actionable, cross-device solutions must be able to track
consumer interactions across the whole digital ecosystem. The wider the reach, the more
reliable results it will produce.
• Compliant: cross-device solutions should be compliant with EU privacy and data
protection laws and ensure transparency and control at all times (see sections 2.1 and
6).
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28. UNDERSTANDING
AUDIENCE DATA
• Across a variety of properties: users are often logged in on a number different
platforms at once. This makes it possible to layer user intent on top of other data,
offering a more complete picture than solutions reliant on a single property alone.
• Be aware that a single device doesn’t mean a single user in some instances, for
example, where a desktop PC is used by multiple family members.
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29. This section has been added to provide some context on the use of data in programmatic
under the General Data Protection Regulation (GDPR), the new EU-wide data protection
law.
The GDPR is a new regulation with comprehensive privacy and security requirements
intended to strengthen and unify data protection in the European Union. The GDPR was
adopted by the European Parliament in April 2016 and became law on May 25, 2018. It
replaces the EU Data Protection Directive 95/46/EC (Directive) and the national European data
protection laws implementing the Directive. As a single regulation, the GDPR is in part
intended to harmonise the different privacy and security requirements imposed by EU
member states. It also will help streamline compliance efforts that formerly caused significant
operational complications and expense for those doing business in the EU or otherwise
collecting personal data from EU residents.
What happens if an organisation fails to adhere to the regulation?
Organisations in breach of the GDPR can be fined up to 4% of their annual global turnover or
€20 Million (whichever is greater), this is assessed by the local data protection authority, such
as the ICO (Information Commissioner’s Office) in UK.
Expected impact on the advertising industry
The GDPR has implications for any industry that processes data of people within the EU’s
borders, regardless of their nationality or whether they are residents. Seven GDPR
requirements that are of particular relevance to digital advertising are outlined on the
following page.
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5. GDPR CONSIDERATIONS
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30. UNDERSTANDING
AUDIENCE DATA
IAB Europe Using Data Effectively in Programmatic White Paper
1 Defining personal data
The definition of personal data is broader under the GDPR than under the Directive. Under the
GDPR, personal data includes any information relating to an identified and identifiable natural
person, including online identifiers: “Natural persons may be associated with online identifiers
provided by their devices, applications, tools and protocols, such as internet protocol addresses,
cookie identifiers or other identifiers such as radio frequency identification tags.”
2 Lawfulness of processing
The GDPR requires companies to process personal data “lawfully, fairly and in a transparent
manner.” This requirement is multifaceted, but is centered around the need for organisations to
secure a legal basis to process personal data. For digital marketing data, consent is the prime
example of a legal basis to lawfully process data, but it must be freely given, specific to the
purpose for processing, informed, and unambiguous. When relying on consent, the marketer also
must demonstrate the individual consented.
3 Transparency
When collecting personal data from an individual, organisations are required to be transparent
and provide certain information to the individuals (including how their data may be used and
shared) to help them make informed decisions about whether or not they choose to share their
personal data. Together with its members, IAB Europe has developed a Transparency & Consent
Framework that allows first-parties to disclose their third-party vendors to users as well as inform
those vendors whether they have been given consent to process the user’s data.
4 Right to access and rectification
Individuals have the right to access and receive certain personal data upon request and to have
personal data that is inaccurate rectified or completed without undue delay.
5 Right to be forgotten
Individuals possess the right to have their personal data erased in certain situations. This right is
commonly referred to as “the right to be forgotten.”
6 Right to portability
The GDPR provides consumers with the right to have personal data transferred to another
controller when technically feasible.
7 Right to object
Individuals have the right to object to processing of personal data for direct marketing
purposes.
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31. UNDERSTANDING
AUDIENCE DATA
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What’s next?
In addition to the GDPR, the proposed Regulation on Privacy and Electronic
Communications (ePrivacy Regulation) is expected to impact the digital advertising
industry. However, the level of impact and potential overlap with GDPR (for example in
terms of notice and consent requirements) remains to be seen. The ePrivacy Regulation has
not been finalised yet given the broad-ranging positions held by stakeholders. It is an update
to existing law, called the ePrivacy Directive – which already requires consent for accessing
end user devices (i.e. the placing of or reading of a cookie).
Where to go to learn more?
A great source of additional information is the local data protection authority, such as the
ICO (Information Commissioner Office) in UK and also the national IABs across Europe. IAB
Europe has developed the Transparency and Consent Framework to help all parties in the
digital advertising chain ensure that they comply with the GDPR when processing personal
data or accessing and/or storing information on a user’s device, such as cookies, advertising
identifiers, device identifiers and other tracking technologies. More information on the
Framework can be found here :http://advertisingconsent.eu/
Disclaimer:
The information in this document may not be construed or used as legal advice about the content, interpretation
or application of any law, regulation or regulatory guideline. Customers and prospective customers must seek
their own legal counsel to understand the applicability of any law or regulation on their processing of personal
data, including through the use of any vendor’s products or services.
Page 31
32. A global advertiser in 50 markets with 20 different brands and units will face different
regulations across markets and unexpected challenges. Therefore establishing an effective
programmatic data strategy takes time, resource and the right technology partners.
For an advertiser, it makes sense to replace the word ‘data’ with the word ‘consumer’.
Essentially, data becomes valuable for marketing if it helps to understand consumers and
their needs, helps to reach them with more relevant messages, and helps to track and
optimise those engagements.
As more and more of the purchase journey moves into digital and trackable channels, more
data about the consumer can be collected and the smart advertiser can use it to improve the
consumer experience and the marketing return on investment. Advertisers may be
questioning where to start and a good process may be as follows.
Step 1 - conduct a data audit
Evaluate which percentage of the target audience visits the advertiser’s digital assets, i.e.
websites, apps, online shops. Observe the intensity of their engagement and whether very
different behaviours can be seen that could be the basis for first party data segmentation.
It is important to understand the scale and depth of the first party data available. Once this is
understood the next stage is to look at the third party data available in the market: how deep
and broad is it and is it available at scale? Consider looking beyond the audience data
marketplaces: can a second party data partnership be established i.e. with retail partners,
media owners or other brands?
The output of this data audit should provide a good understanding of the available data that
could be used for segmentation and targeting.
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6. CONCLUSIONS
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33. UNDERSTANDING
AUDIENCE DATA
The advertising mechanics of the brand should also be considered: does the advertiser
sell to nearly everyone, relying on reach and availability to drive growth, or would better
targeting of well-defined segments have a higher impact?
Step 2 - start small, learn fast
Many advertisers currently get very excited about the data opportunity and want to move
from mass-marketing into one-to-one personalised communication as fast as possible,
collecting all data they can get their hands on and often invest a lot of money into a data
management platform (DMP).
While ultimately most brands will have a DMP to make all of their customer and prospect
data available for insights and targeting, a lot of data usage can be leveraged without high
upfront investments. For example, most DSPs have data management functionalities
built-in and are connected to most third party data providers. Segments can be built,
combining first and third party data. Running tests on different data sources and
segments will show how the targeting data uplifts campaign performance and can be the
foundation of the business plan to invest more in data infrastructure and strategy.
Step 3 - move to a consumer-centric marketing organisation
Ultimately, consumer data and all the technology around it will only create value if it
helps to reach the right consumer with the right message across all touchpoints along the
consumer journey. That should lead to a better consumer experience and higher
marketing ROI.
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34. UNDERSTANDING
AUDIENCE DATA
Data, however, is only one ingredient for success. Breaking up silos, changing the mindset
from a product focus to a consumer focus, moving from a campaign organisation to an
always-on communication when and where the consumer wants it and moving into much
more analytical and data driven decision making are core components that need to be
considered.
This is a journey to the marketing organisation of the future and data is only an enabler.
Move in small steps, test, learn, fail, try again and transform your business as your data
confidence grows.
IAB Europe Using Data Effectively in Programmatic White Paper
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35. IAB Europe would like to thank the contributors that helped to edit and compile the
update to this white paper:
Publishers
IAB Europe Using Data Effectively in Programmatic White Paper
White paper leader: Ben Geach, Global Product Strategy
Director, Oracle Data Cloud
Thomas Park, Senior Product Director – Advertising
Products, Adform
Chris Hartsuiker, Manager, Privacy and Public Policy,
IAB Europe
7. WITH THANKS
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36. UNDERSTANDING
AUDIENCE DATA
IAB Europe Using Data Effectively in Programmatic White Paper
Dino Bongartz, Vice-Chair, IAB Europe Programmatic
Trading Committee and CEO, The ADEX
Ashu Mathura, Product Director DMP, Adform
David Goddard, Global Head of Programmatic
Trading, BBC Advertising, BBC Worldwide
Martin Bromfield, VP Advertising, comScore
Theng Vogels, CEO and Co-Founder, DMA Institute
Matthias Matthiesen, Public Policy Manager, IAB
Europe
Oliver Gertz, Managing Director Interaction, EMEA
and Programmatic Lead Global Clients, MediaCom
Worldwide
Emma Williams, Senior Director, Regional Marketing
EMEA, APAC & LatAM, MediaMath
Artur Banach, Programmatic Task Force IAB Poland
and CEO, Netsprint
Ed Weatherall, DMP Strategy Lead EMEA, Rocket Fuel
And the white paper contributors that provided the content for the original version of this
white paper:
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37. About IAB Europe
@iabeurope
/iab-europe
www.iabeurope.eu
IAB Europe is the leading European-level industry association for the digital
advertising ecosystem. Its mission is to promote the development of this
innovative sector and ensure its sustainability by shaping the regulatory
environment, demonstrating the value digital advertising brings to Europe’s
economy, to consumers and to the market, and developing and facilitating the
uptake of harmonised business practices that take account of changing user
expectations and enable digital brand advertising to scale in Europe.
CONTACT
Marie-Clare Puffett | puffett@iabeurope.eu
Business Programmes Manager, IAB Europe
JOIN IAB EUROPE TO GET INVOLVED
All IAB Europe members have the opportunity to contribute to our white papers
and outputs. To find out more about membership please contact:
Alison Fennah | fennah@iabeurope.eu
Executive Business Advisor, IAB Europe