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.
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.
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.
Digital identity upon the web is equivalents to people's identity cards. We can present a Digital ID electronically to prove our identity or our right to access information or services.
See above for our H1 2014 Digital Media and Internet market update - an overview on M&A transactions, relevant public equities, and key investments in the space through the Horizon Partners lens.
LUMA's "The Evolving Digital Marketing Technology Landscape"LUMA Partners
LUMA Partners presents “The Evolving Digital Marketing Technology Landscape,” as presented at the AdExchanger Industry Preview conference on January 21, 2015. This presentation reviews some of the key topics discussed at the conference: convergence of AdTech and MarTech, as well as trends in mobile, convergent video and cross-channel.
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.
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.
Digital identity upon the web is equivalents to people's identity cards. We can present a Digital ID electronically to prove our identity or our right to access information or services.
See above for our H1 2014 Digital Media and Internet market update - an overview on M&A transactions, relevant public equities, and key investments in the space through the Horizon Partners lens.
LUMA's "The Evolving Digital Marketing Technology Landscape"LUMA Partners
LUMA Partners presents “The Evolving Digital Marketing Technology Landscape,” as presented at the AdExchanger Industry Preview conference on January 21, 2015. This presentation reviews some of the key topics discussed at the conference: convergence of AdTech and MarTech, as well as trends in mobile, convergent video and cross-channel.
China Mobile Advertising Landscape Report (Thomvest Ventures)Thomvest Ventures
This report examines China's digital advertising industry, with a specific focus on mobile. Our goal with this research is to grasp the many nuances of advertising technology in China – what role does programmatic play, who are the key vendors in the space, what challenges do these vendors face, and how do we expect the market to evolve over the next several years?
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.
Discover the key digital marketing trends for China in 2020.
Some key insights:
- Digital Marketing spending will grow by 14%
- Social Marketing will stay the main focus for advertisers
- 53% of the advertisers will focus on self produced videos/ micro-films
10 Years of Brand Crisis & Controversies in China - November 2019Next Ren Shanghai
The number of brand incidents has grown exponentially in recent years and we expect this trend to continue into the next decade.
Unsurprisingly because there are more brands from North America and Europe that have entered the Chinese market we also see more incidents. It’s impossible to rule out the impact of rising global trade tensions especially with China’s long time rival theU.S.A. However foreign brands are not necessarily being unfairly targeted, brands originating in China are also not immune to controversy.
See how the data evolved and how brands managed those crisis.
We have seen changes in technology that we could never have imagined. In this slideshow, I am going to show the various areas that consumers use technology and the impact that this technology has had on our lives as consumers and businesses.
To read more on this subject and watch a video presentation, please follow this link: https://bit.ly/3lKQMIA
The Future of Storytelling [ThinkContent New York 2018]Heather Eng
The word “storytelling” takes on a whole new meaning with the counterculture media brand, Vice. Hear from Dominique Delport, a veteran agency leader and newly appointed President International and Chief Revenue Officer at Vice, as he shares his thoughts on the powerful combination of strong narratives and innovative technology.
Blog – Streaming Services – What is next
Streaming services will continue to expand into 2022. The key areas of focus will be around content being released and how that content can be best shared across different services.
1. Streaming outlook for 2022 – https://www.adweek.com/convergent-tv/biggest-streaming-services-at-the-end-of-2021/
2. Disney+ - https://www.nasdaq.com/articles/disney-looks-cheap-given-long-term-streaming-potential
3. Streaming services - https://www.fastcompany.com/90706006/definitive-ranking-streaming-services-2022-hbomax-amazon-prime-netflix-disney-plus
4. Android technology - https://worldgrowthtoday.com/android-tv-box-legal-or-illegal-in-the-usa/
5. Netflix - https://www.businessinsider.com/how-netflix-is-changing-the-entertainment-industry-2021-8
6. Consolidation - https://www.marketplace.org/2021/12/28/millions-subscribed-in-streaming-services-this-year-but-will-the-steam-fizzle-out/
7. Trends - https://businesshala.com/what-will-streaming-services-bring-in-2022-here-are-5-trends-to-watch/
8. Augmented reality - https://venturebeat.com/2021/12/28/future-augmented-reality-will-inherit-the-earth/
9. Augmented reality - https://www.gamespace.com/all-articles/news/top-10-augmented-reality-ar-games-available-right-now/
10. B2B - https://blog.hubspot.com/marketing/social-media-predictions-2017
IAB Netherlands report: Report on Digital Marketing Innovation IAB Europe
With this survey, IAB Netherlands charts the digital innovation agenda of leading marketers in the Netherlands. In cooperation with Deloitte Digital we had interviews with 22 top marketers about the state of digital marketing in their organizations and we spoke about their expectations for the coming 3 years.
China Mobile Advertising Landscape Report (Thomvest Ventures)Thomvest Ventures
This report examines China's digital advertising industry, with a specific focus on mobile. Our goal with this research is to grasp the many nuances of advertising technology in China – what role does programmatic play, who are the key vendors in the space, what challenges do these vendors face, and how do we expect the market to evolve over the next several years?
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.
Discover the key digital marketing trends for China in 2020.
Some key insights:
- Digital Marketing spending will grow by 14%
- Social Marketing will stay the main focus for advertisers
- 53% of the advertisers will focus on self produced videos/ micro-films
10 Years of Brand Crisis & Controversies in China - November 2019Next Ren Shanghai
The number of brand incidents has grown exponentially in recent years and we expect this trend to continue into the next decade.
Unsurprisingly because there are more brands from North America and Europe that have entered the Chinese market we also see more incidents. It’s impossible to rule out the impact of rising global trade tensions especially with China’s long time rival theU.S.A. However foreign brands are not necessarily being unfairly targeted, brands originating in China are also not immune to controversy.
See how the data evolved and how brands managed those crisis.
We have seen changes in technology that we could never have imagined. In this slideshow, I am going to show the various areas that consumers use technology and the impact that this technology has had on our lives as consumers and businesses.
To read more on this subject and watch a video presentation, please follow this link: https://bit.ly/3lKQMIA
The Future of Storytelling [ThinkContent New York 2018]Heather Eng
The word “storytelling” takes on a whole new meaning with the counterculture media brand, Vice. Hear from Dominique Delport, a veteran agency leader and newly appointed President International and Chief Revenue Officer at Vice, as he shares his thoughts on the powerful combination of strong narratives and innovative technology.
Blog – Streaming Services – What is next
Streaming services will continue to expand into 2022. The key areas of focus will be around content being released and how that content can be best shared across different services.
1. Streaming outlook for 2022 – https://www.adweek.com/convergent-tv/biggest-streaming-services-at-the-end-of-2021/
2. Disney+ - https://www.nasdaq.com/articles/disney-looks-cheap-given-long-term-streaming-potential
3. Streaming services - https://www.fastcompany.com/90706006/definitive-ranking-streaming-services-2022-hbomax-amazon-prime-netflix-disney-plus
4. Android technology - https://worldgrowthtoday.com/android-tv-box-legal-or-illegal-in-the-usa/
5. Netflix - https://www.businessinsider.com/how-netflix-is-changing-the-entertainment-industry-2021-8
6. Consolidation - https://www.marketplace.org/2021/12/28/millions-subscribed-in-streaming-services-this-year-but-will-the-steam-fizzle-out/
7. Trends - https://businesshala.com/what-will-streaming-services-bring-in-2022-here-are-5-trends-to-watch/
8. Augmented reality - https://venturebeat.com/2021/12/28/future-augmented-reality-will-inherit-the-earth/
9. Augmented reality - https://www.gamespace.com/all-articles/news/top-10-augmented-reality-ar-games-available-right-now/
10. B2B - https://blog.hubspot.com/marketing/social-media-predictions-2017
IAB Netherlands report: Report on Digital Marketing Innovation IAB Europe
With this survey, IAB Netherlands charts the digital innovation agenda of leading marketers in the Netherlands. In cooperation with Deloitte Digital we had interviews with 22 top marketers about the state of digital marketing in their organizations and we spoke about their expectations for the coming 3 years.
SMAC - The paradigm shift : Creating future of the EnterpriseNikhil Kulkarni
The 12th edition of Express Technology Senate will focus on a subject that is holding the whole world in its thrall: SMAC—Social, Mobile, Analytics and Cloud. Together, these four mega-trends are reshaping how people connect with each other, how companies conduct their business, and how the boundaries between geographies, communities and individuals are melting away into a smooth continuum of existence.
In this backdrop, the theme for Express Technology Senate this year has been chosen as: Finding Value and Success through SMAC
[Report] Indian Marketers are Ready to Adopt and Integrate Digital Marketing ...Social Samosa
Adobe released the second annual Adobe APAC Digital Marketing Performance Dashboard, in partnership with Adobe. A six-month in-field program comprising quantitative and qualitative surveys, the study benchmarked the levels of adoption, traction and success of digital marketing
Adweek 2019 Data-Driven Marketing at the CrossroadsMark Osborne
Survey of over 300 Marketing Leaders for trends and insights on data-driven marketing, includes trends in technology investment, challenges to implementation of data-driven marketing strategies, prioritization of objectives, challenges with improving the customer experience, impacts of privacy and compliance and forward looking predictions
Ctrl Alt Delete: time to hit the reset button on media auditsIgnite Digital
"Ctrl Alt Delete." Ignite Digital’s John Dunne features in the annual Irish Marketing Journal (IMJ) agency issue Sep 2019.
The paper offers a balanced and constructive perspective on why there is a definite need to hit the reset button on how media audits are conducted in Ireland.
Read the paper in full below.
Webinar on Minimizing Waste and Optimizing ROI in Digital AdvertisingAudienceScience
Global digital advertising is now a $117 billion industry. However, AudienceScience has discovered that many marketers lack the transparency and control needed to effectively measure and optimize their digital campaigns. With digital continuing to grow in importance for marketers globally, it is essential to overcome these limitations, including many of the misconceptions they have about digital advertising.
The BRITE '12 conference (March 5-6) marked the unveiling of the Center on Global Brand Leadership and the New York American Marketing Association (NYAMA)'s first BRITE-NYAMA Marketing Measurement in Transition Study entitled, Marketing ROI in the Era of Big Data.
The aim of the study was to gain a better understanding of changing practices among large corporate marketers in the following areas: data collection and usage, marketing measurement and ROI, and the integration of digital and traditional marketing.
In surveying 253 marketing executives from large corporations, the study found both widespread adoption of new digital tools, and support for the use of new data to drive marketing decisions and measure marketing ROI. However, significant gaps exist between desire and execution as companies strive to measure marketing ROI. The overall picture of marketing by large corporations revealed significant need for improvements in the use of data, the measurement of digital marketing, and the assessment of marketing ROI.
http://gsb.columbia.edu/globalbrands
http://www.nyama.org
Social marketing has the primary goal of achieving "common good". Traditional commercial marketing aims are primarily financial, though they can have positive social effects as well. In the context of public health, social marketing would promote general health, raise awareness and induce changes in behaviour. Social marketing has been a large industry for some time in 2021 and was originally done with newspapers and billboards, but similar to commercial marketing has adapted to the modern world. The most common use of social marketing in today's society is through social media.[1][2] However, to see social marketing as only the use of standard commercial marketing practices to achieve non-commercial goals is an oversimplified view.
Increasingly, social marketing is described as having "two parents." The "social parent" uses social science and social policy approaches. The "marketing parent" uses commercial and public sector marketing approaches.[3] Recent years have also witnessed a broader focus. Social marketing now goes beyond influencing individual behaviour. It promotes socio-cultural and structural change relevant to social issues.[4] Consequently, social marketing scholars are beginning to advocate for a broader definition of social marketing: "social marketing is the application of marketing principles to enable individual and collective ideas and actions in the pursuit of effective, efficient, equitable, fair and sustained social transformation". The new emphasis gives equal weight to the effects (efficiency and effectiveness) and the process (equity, fairness and sustainability) of social marketing programs.[5] Together with a new social marketing definition that focuses on social transformation, there is also an argument that "a systems approach is needed if social marketing is to address the increasingly complex and dynamic social issues facing contemporary societies"[6][7]
Contents
1 Applications
2 Confusion
3 History
4 See also
5 References
6 Further reading
7 External links
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
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.
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.
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.
Etat des lieux de l'adoption des cmp iab france - decembre 2018Romain Fonnier
Le Baromètre CMP, réalisé par le Groupe de Travail Privacy de l’IAB France, a pour ambition d’effectuer un état des lieux sur l’adoption des Consent Management Platforms par les éditeurs français, dans le cadre du Transparency & Consent Framework de l’IAB Europe.
Cette étude montre un premier bilan de l'état d'avancement de l'implémentation des CMP par les 100 premiers éditeurs français (classement ACPM)
Au 1er décembre 2018, 56% des sites étudiés disposent d’une CMP, en hausse de 8 points sur 1 mois.
L'Interactive Advertising Bureau France (IAB France) révèle que plus de la moitié des éditeurs du Top 100 ont mis en place une CMP conforme au Transparency and Consent Framework dans son 2ème Baromètre sur l'Adoption des Consent Management Platforms. Le taux de pénétration est ainsi passé de 39% en octobre 2018 à 48% en novembre et 56% en décembre.
Dans le même temps, la proportion de CMP non conformes au Transparency and Consent Framework continue de diminuer, passant de 16% en octobre 2018 à 9% en novembre et enfin à 6% en décembre.
Etat de lieux de l'adption des CMP - IAB France - 2018Romain Fonnier
Le Baromètre CMP, réalisé par le Groupe de Travail Privacy de l’IAB France avec la contribution de Didomi, a pour ambition d’effectuer un état des lieux sur l’adoption des Consent Management Platforms par les éditeurs français, dans le cadre du Transparency & Consent Framework de l’IAB Europe.
Cette étude montre un premier bilan de l'état d'avancement de l'implémentation des CMP par les 100 premiers éditeurs français (classement ACPM). 57% des sites étudiés disposent d’une CMP au 1er novembre 2018, en hausse de 2 points sur 1 mois.
Une Consent Management Platform (CMP) est un outil permettant aux sites éditeurs de recueillir les consentements d’un internaute à son arrivée sur le site et la modification de ces consentements à tout moment de son parcours. Les CMP sont apparues dans le cadre du Transparency & Consent Framework comme des solutions standardisées, de collecte, de gestion et de traçabilité du consentement utiles aux éditeurs reposant sur cette base légale dans leurs traitements de données.
Ce nouveau baromètre, qui sera publié régulièrement, dévoile par ailleurs que 4 acteurs fournissent les CMPs utilisée par 96% des éditeurs étudiés.
L'Interactive Advertising Bureau France (IAB France) présente son Guide sur le Règlement sur la Protection des Données
Ce guide a pour vocation d'aider les entreprises membres de l'IAB France à évaluer leur conformité au RGPD et à leur indiquer les actions à mettre en place.
Entré en application le 25 mai 2018, le RGPD harmonise et met à jour les lois sur la protection des données dans l'Union européenne pour la première fois depuis plus de 20 ans. Il consolide et crée de nouveaux droits pour les citoyens européens et les citoyens vivant dans l'UE en matière de protection des données personnelles.
Le RGPD cherche également à simplifier l'environnement réglementaire pour les entreprises en harmonisant la réglementation au sein de l'UE et en mettant à leur disposition des « guichets uniques », mais aussi à exporter ce modèle à l’échelle internationale. En parallèle, le RGPD instaure un régime de sanction dissuasif à l’égard des contrevenants.
Le Guide RGPD de l’IAB France vient donc apporter un soutien concret aux entreprises de la pub digitale dans le procès de compréhension du nouveau Règlement et des tâches à mener pour se mettre en conformité, ainsi qu'un aperçu des perspectives futures.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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
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
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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.
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.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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/
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
2. Executive
Summary
The ability to identify users has become
an increasingly vital point of interest for
all industry players in ad tech as we move
closer to the 2022 deadline when third-party
cookies are to be blocked from Chrome.
Identifying users is crucial for delivering
targeted data-driven campaigns.
The announcement of the third-party cookie deprecation
has supercharged the creation of solutions to enable
identification whilst respecting users’ privacy. As a
consequence of their expected departure from all major
browsers, an attention towards identity-related topics
and challenges has increased over the past year and we
have seen the rise of solutions designed to improve user
identification.
Since the 2019 ‘The State of Digital Identity’ survey, ID5
looked to the industry once again to understand how
perspectives on identity in the digital advertising space
have changed and to analyse what challenges are now
most concerning for publishers, brands, agencies and
ad tech platforms in 2021. On top of this, the report also
aims to understand what industry players are doing to
tackle these concerns, and whether they are, or soon will
be, implementing strategies and supporting initiatives
designed to solve the identity crisis.
In some instances, questions have been carried from
the 2019 survey to the 2020 survey in order to analyse
how behaviours and actions have changed over the year
in response to industry developments. Thus, results are
compared throughout the report.
Results confirm that user identification is a growing
priority for programmatic players, with 82% of
respondents ranking the ability to identify users as very
important for their business. This level of importance
is especially apparent for publishers, who reported an
average of 4.56 out of 5 (with 5 being ‘very important’)
when asked about identity in 2020; this illustrates a 10%
increase from 2019’s result of 4.13.
There is a clear correlation between the rise in importance
of identity to publishers and the drop in CPMs. In
2020, 88% of publisher respondents reported a CPM
reduction between 10-60% where third-party cookies
aren’t available. For 38% of these publishers with CPM
reductions, the drop is between 30-60%. These results
portray how vital identifiable users are to publishers, as
opposed to anonymous users.
It’s not only publishers that are feeling the negative effects
of the identity crisis. Both brands and agency respondents
reported that poor user identification has created issues
with their advertising practices.
Some of the most notable of
these include:
“Reconciling data from different sources”
and “retargeting users who visit their
websites or client websites”, both
received a huge 81% of the votes
each from brand/agency respondents,
marking these two practices as the most
disrupted
‘Accessing third-party data’ received
63% of the votes from brand/agency
respondents, marking this practice as
the third most disrupted
I D 5 | T H E S T A T E O F D I G I T A L I D E N T I T Y R E P O R T | 2 0 2 1
3. Almost all of the respondents in both 2019 (95%) and
2020 (96%) agreed that the ability to efficiently identify
users is a big advantage for the Walled Gardens, and one
of the reasons behind their dominance in the digital advertising
space. On top of this, 100% of publishers agreed that they
feel threatened by the Walled Gardens and only 17% of ad
tech platforms feel no threat at all.
In the last year we have seen the proliferation of solutions
designed to replace some of the capabilities of third-party
cookies. Some of these solutions, such as the Google Privacy
Sandbox, aim at grouping users into cohorts to avoid user-level
data distribution to avoid privacy concerns and scrutiny from
the regulators. Cohort-based solutions provide technology
platforms with APIs to collect aggregated data about user
profiles and campaign performance.
We asked respondents whether they believe cohort
approaches offer the same level of efficiency and differentiation
that we are used to with user-level identification. 72% of
respondents say that cohort solutions won’t match up in
every capacity, and 22% believe that they won’t offer the
same level of efficiency and differentiation as user-level
identification whatsoever.
These findings explain the growth in support for universal
identity initiatives over the past year. In 2019, only 13% of
respondents were already involved with one or more
initiatives, and 37% were at the evaluation stage.
On the other hand, in 2020, 43% reported already being
involved with one or more solutions, and an additional
43% were at the evaluation stage.
One approach of linking IDs across domains is through the use
of hard signals (i.e. hashed email addresses or phone numbers)
which requires the user to be authenticated. This approach offers
a high level of accuracy, but could be lacking in scale for publishers
who don’t have a large amount of authenticated users. 2020
results show that nearly 70% of publisher respondents
only have between 10-30% logged-in users.
Product strategies are being implemented by publishers
to increase the number of logged-in users, putting them in
a position where they are able to better understand their
audience and provide them with greater services and content.
2020 results confirm that 69% of publisher respondents have
indeed implemented such strategies.
Today, the industry is faced with a whole host of differing
identity solutions, but what are the most important things to
look out for? The 2020 survey respondents ranked incremental
revenue or reach as the most important characteristic that
an identity solution should have, followed by footprint and
adoption.
The above summary is but a snippet of the current advertising
landscape. To gain a more comprehensive and accurate
understanding of the state of digital identity, we invite you to
read the full report below, as we take a deeper look into the
findings collected from the survey.
100%
17%
ONLY
of publishers feel
threatened by the
Walled Gardens
of ad tech platforms
feel no threat from
Walled Gardens
I D 5 | T H E S T A T E O F D I G I T A L I D E N T I T Y R E P O R T | 2 0 2 1
4. Methodology
ID5 analysed the answers of 133
participants who took part in the State
of Digital Identity survey throughout
November 2020.
The sample consisted of technology providers (43%), online
publishers (22%), advertisers and media agencies (24%) and
other (11%).
The survey was sent via email to ID5’s
database contacts and was further promoted
through ID5’s social media channels and a
LinkedIn advertising campaign.
The aim of the survey was to measure the
awareness of digital identity in the programmatic
industry, to understand if increasing user
identification capabilities is a
priority for programmatic
players and to gain insights
on the adoption of unique
ID solutions. To achieve
these aims, the 2020 survey
results are compared alongside
the 2019 results in some instances, to
analyse how industry-wide behaviours and
actions had developed over time.
133
participants
43% 22%
24%
11%
Technology
Providers
Media
Agencies
Other
Online
Publishers
I D 5 | T H E S T A T E O F D I G I T A L I D E N T I T Y R E P O R T | 2 0 2 1
5. Digital Identity:
Industry overview
Identity is continually growing as a priority across the digital
advertising industry, especially over the past year. This growth is
due to increased recognition around the need for a privacy-first
infrastructure that continually complies with privacy regulations,
allowing all industry players to thrive as we move towards the cookie-
less future and beyond.
Taking immediate action on identity and assessing third-party
cookie alternatives now is a vital step to take for all industry players
operating in the Open Web. Publishers
currently rely on third-party cookies to
better monetise their inventory, while
brands leverage them to control the
distribution of their marketing messages
and measure their results, to name just
a few examples. The importance
of identity is apparent across
all respondent types:
publisher, ad tech
platforms, brands and
agencies.
The ability to efficiently identify users is a big advantage for digital advertising
players and is one of the reasons why the Walled Gardens attract the majority
of media budgets and dominate the industry.
Importance of user identification
82%of respondents
ranked identifying users as very
important for their business.
Publishers in particular reported
an average of 4.56 out of 5 (with 5
being ‘very important’)
0.00
Publishers Ad Tech Brands /
Agencies
Other Average
1.00
2.00
3.00
4.00
5.00
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6. 96%of respondents
agreed that identifying users
is a big advantage for the
Walled Gardens
83%of publishers reported
to ‘strongly agree’ that the ability to
identify users is a big advantage for
Walled Gardens, such as Facebook
and Google
WALLED GARDENS USER IDENTIFICATION ADVANTAGE
This dominance in identifying users makes the
Walled Gardens threatening, most notably for
publishers and ad tech platforms.
WALLED GARDENS USER IDENTIFICATION ADVANTAGE
AGREE – 21%
NEITHER – 3%
DISAGREE – 1%
STRONGLY AGREE – 75%
STRONGLY AGREE – 83%
AGREE – 11%
NEITHER – 6%
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7. 83%of industry
respondents feel threatened by the
Walled Gardens in some way
100%of publishers
say they feel threatened by the
Walled Gardens
YES, IT’S A
BIG THREAT
– 72%
IT’S A MODERATE
THREAT – 28%
YES, IT’S A
BIG THREAT
– 48%
NO, IT’S NOT A
THREAT – 17%
IT’S A MODERATE
THREAT – 35%
THREAT FROM WALLED GARDENS
THREAT FROM WALLED GARDENS
Some ad tech platforms felt no threat from the
Walled Gardens whatsoever, but the vast majority
reported either a big or moderate threat.
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8. Only 17%of ad tech
platforms feel no threat, meaning
that 83% of them do
Brand and agency respondents reported
‘reconciling data from different sources’
and ‘retargeting users who visit their
websites or client websites’ as the most
disrupted practices both at 81%
YES, IT’S A BIG
THREAT – 57%
NO, IT’S NOT
A THREAT –
17%
IT’S A MODERATE
THREAT – 26%
THREAT FROM WALLED GARDENS
BRANDS AND AGENCY DISRUPTED ADVERTISING PRACTICES
To compete against tech giants and guarantee a
future-proof transition into a cookie-less world,
identity alternatives are paramount. Poor user
identification is responsible for a variety of
problems across the industry.
Both Safari and Firefox browsers have already blocked third-party
cookies, the looming 2022 Chrome deadline is edging ever closer,
and the reality of longstanding issues associated with third-party
cookies (i.e. privacy, page latency, publisher control, consumer
transparency) are becoming increasingly apparent. Who should,
therefore, be responsible for solving this identity crisis?
Retargeting users
who visit my site /
my clients’ site
Reconciling data
from different
sources
Accessing
3rd party
data
Executing a PMP
(Private Marketplace
campaign)
Other
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9. 69%of publisher
respondents felt that it should
be an industry-led initiative
43%of respondents reported
already being involved with one or
more solutions, and 43% were at the
evaluation stage
RESPONSIBILITY FOR SOLVING THE IDENTITY CRISIS INDUSTRY PLAYERS INVOLVEMENT WITH SHARED IDENTITY SOLUTIONS
Some companies have started building universal
user IDs as alternative solutions. A large percentage
of respondents are already involved with these
solutions, or are assessing their options, which
deviates considerably from results collected in 2019.
When looking specifically at DSP responses, it is
suggested that they are taking the process of testing
and adoption seriously. DSP respondents were asked
whether they are currently listening, or planning on
listening, to one or more universal user IDs.
I THINK IT SHOULD
BE PUBLISHERS’
RESPONSIBILITY
– 13%
OTHER – 12%
I THINK SUPPLY-
SIDE PARTNERS
SHOULD BE
RESPONSIBLE –
6%
I THINK IT SHOULD
BE AN INDUSTRY-
LED INITIATIVE
(E.G. IAB TECHLAB
OR PREBID) –
69%
0.00%
Yes, we are already
involved with one or
more of those
initiatives
We are currently
evaluating one or
more solutions
We will consider
a solution in the
next 6 months
We do not plan
to consider a
solution in the
next 6 months
10.00%
2020
20.00%
30.00%
40.00%
50.00%
2019
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10. 67%of DSP
respondents reported that they
are either listening or planning
on listening to one or more
universal user IDs
63%of SSP respondents
reported that they had been
asked for this integration by
publishers
DSPS LISTENING TO UNIVERSAL USER ID SOLUTIONS SSP UNIVERSAL ID INTEGRATION REQUESTS BY PUBLISHERS
When looking specifically at the results provided
by SSPs alone, the value proposition of universal
ID solutions to the wider industry is becoming
increasingly apparent. SSP respondents were
questioned as to whether they had been asked by
publishers to integrate with one or more universal ID
solutions.
As well as user-level identification solutions, a number of
cohort-based initiatives are being brought to the table.
Examples of cohort solutions include Google’s Privacy
Sandbox initiative. We asked respondents whether they
believed cohorts offered the same level of efficiency and
differentiation as user-level identification.
YES, PUBLISHERS HAVE
ASKED US TO INTEGRATE
WITH ONE OR MORE
UNIVERSAL USER ID
SOLUTIONS – 63%
YES, WE ARE LISTENING
TO ONE OR MORE
UNIVERSAL USER IDS
OR PLAN TO IN THE
FUTURE – 67%
NO, WE ARE NOT
LISTENING TO ANY UNI-
VERSAL USER IDS AND
DO NOT PLAN TO – 33%
NO, PUBLISHERS
HAVE NOT ASKED US
TO INTEGRATE WITH
ANY UNIVERSAL
USER ID SOLUTIONS
– 37%
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11. 72%of
respondents say that
cohort initiatives won’t
allow for the same
level of efficiency and
differentiation as user-level
identification in
some instances, and
22%believe that
they won’t match up
whatsoever
DO COHORT SOLUTIONS
MATCH UP TO USER-LEVEL
IDENTIFICATION?
With this overhaul of new
identity solutions hitting
the market, it’s important
to consider what industry
players are looking for when
choosing who to partner with.
ID5 asked all participants what
they consider to be the most
important characteristics of
potential identity solutions.
Respondents reported ‘incremental
revenue or reach’ as the most
important, closely followed by
‘footprint’ and ‘adoption’
IDENTITY SOLUTION CHARACTERISTICS
When thinking specifically about publishers, it is clear that
a drop in CPMs is a contributing factor to the ranking of
identity as a top priority. Publisher respondents were asked
to report the rate of CPM reduction they had experienced in
browsers where third-party cookies aren’t available.
0
Incremental
revenue or
reach
Footprint Adoption
A
V
E
R
A
G
E
Neutrality Client
requests
1
2
3
4
5
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I THINK THAT COHORT
INITIATIVES OFFER A
VIABLE ALTERNATIVE
TO USER-LEVEL
IDENTIFICATION IN SOME
DIGITAL ADVERTISING
SCENARIOS, BUT NOT
FOR EVERYTHING – 72%
NO, I DON’T THINK
THAT COHORT
INITIATIVES OFFER A
VIABLE ALTERNATIVE
TO USER LEVEL
IDENTIFICATION –
22%
YES, I THINK THAT COHORT
INITIATIVES OFFER A VIABLE
ALTERNATIVE TO USER-LEVEL
IDENTIFICATION IN ALL DIGITAL
ADVERTISING SCENARIOS – 6%
12. 88%
of publisher respondents
reported a CPM reduction
between 10 – 60%
38%
of these saw a
reduction of
30 – 60%
70%
of publisher respondents
reported having 30% or
less logged in users
44%
reporting less
than 10%
CPM REDUCTION FOR PUBLISHERS PUBLISHER ACCESS TO LOGGED-IN USERS
One of the methods used to identify users and link their IDs across domains
are based on the collections of signals such as hashed email addresses.
Publishers collect those signals through authenticating users via a log-in.
However, not all publishers are able to command a log-in, meaning that
even though this approach offers high accuracy, it doesn’t seem to offer
enough scale to benefit the publisher majority.
Although publishers have been developing product strategies to increase
the amount of authenticated users, the low amount of logged-in users
highlights the need for a more comprehensive approach to identification
that takes into account other signals to benefit all publishers.
NO, WE HAVE NOT
EXPERIENCED ANY
REDUCTION – 6%
OTHER – 6%
BETWEEN 60% AND 90% – 12%
BETWEEN 30% AND 60% – 19%
BETWEEN 10% AND 30% – 25%
LESS THAN 10% – 44%
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YES, WE HAVE
EXPERIENCED A 30%
- 60% REDUCTION IN
CPMS – 50%
YES, WE HAVE
EXPERIENCED A 10%
- 30% REDUCTION
IN CPMS – 38%
13. 69%of publisher
respondents reported
having implemented product
strategies to increase the
amount of authenticated users
72%of brand and agency
respondents reported that they
would consider this a cost of
media, much like cross-device
graphs or onboarding is today
PUBLISHERS IMPLEMENTING PRODUCT STRATEGIES RESPONSIBILITY FOR UID COSTS
As the entire industry moves forward towards a
future where third-party cookies will be a thing of the
past, there will undoubtedly be costs involved with
the building and implementation of identification
alternatives, but who should be accountable for
these added costs?
YES, WE HAVE, OR
SOON WILL BE,
IMPLEMENTING A
PRODUCT STRATEGY
TO GET MORE
LOGGED-IN USERS
– 69%
I WOULD CONSIDER
THIS PART OF THE
COST OF MEDIA,
LIKE CROSS-DE-
VICE GRAPHS OR
ONBOARDING IS
TODAY – 72%
NO, WE HAVE NOT
IMPLEMENTED
ANY PRODUCT
STRATEGIES TO GET
MORE LOGGED-IN
USERS, AND DO NOT
PLAN TO – 31%
MY PLATFORMS
SHOULD COVER THE
COST AS PART OF THEIR
INFRASTRUCTURE –
28%
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14. Conclusion
The State of Digital Identity 2020 survey results clearly
illustrate the growing importance of identity across
the entire digital advertising industry.
This statement is especially apparent for publisher
respondents. 2020 results found a 10% increase in
the number of publishers ranking identity as a top
priority when compared with 2019 results. A catalyst
for this increase can be assumed to lie with the large
CPM drop in browsers where third-party cookies are
not available. This increase is also apparent through
the rate of SSP’s being asked by publishers to
integrate universal ID solutions in particular, with 63%
reporting having received these very requests.
As the industry heads towards a future where third-
party cookies are to be blocked in all major browsers,
addressing issues such as these is vital for publishers
over the coming months. 69% of publishers said that
they believe solving the identity crisis should be an
industry-led initiative. Thus, it is undoubtedly a time
for all programmatic players to come together in
tackling identity to create a more efficient and future-
proof infrastructure for all.
Whilst identity grows in value, so do the qualities that
industry players look for in potential solutions they
want to work with. Currently, footprint and adoption
rate are amongst the top characteristics of universal
user ID solutions that are being sought out.
Despite the collection of hard signals through
authenticated users being a highly accurate
alternative approach to the departure of third-
party cookies, results suggest that it does not offer
enough scale. Almost 70% of publisher respondents
reported having 30% or less logged-in users, and 44%
have less than 10%. Therefore, it is crucial to offer
publishers the ability to leverage other signals that
they can collect.
The adoption of universal ID solutions is on the rise,
with 43% of industry respondents reporting that they
are already involved with universal ID solutions, and
with another 43% in the evaluation stage. Results
suggest that industry players are seeing value in
universal alternatives that are accessible to everyone.
It is clear that considerable progress has been made
in recent months, and that 2021 is going to be a
pivotal year for adopting and testing. Establishing
what solutions deliver the best results is crucial to
the development of a successful identity strategy in
preparation for the cookieless future
The adoption of
universal ID solutions is
on the rise, with 43% of
industry respondents
reporting that they are
already involved with
universal ID solutions,
and with another 43% in
the evaluation stage.
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15. I D 5 | T H E S T A T E O F D I G I T A L I D E N T I T Y R E P O R T | 2 0 2 1
About ID5
ID5 was created to improve online advertising for consumers,
media owners and advertisers, with the ultimate goal to help
publishers grow sustainable revenue.
ID5 provides the advertising ecosystem with a transparent,
scalable and privacy-compliant identity infrastructure. Its
solutions improve user recognition and match rates and
provide a stable, consented and encrypted user ID to replace
third-party cookies and MAIDs. This enables publishers to
better monetise their audiences, advertisers to run effective
and measurable campaigns, and platforms to maximise the
value of data and inventory for their customers.
Created in 2017 by seasoned ad tech professionals, ID5
services clients globally.
For more information about ID5 and its solutions,
please visit: www.id5.io
Get in touch today to learn more about
ID5’s innovative solutions.