We are on the same page to get some clarity over this buzz on Universal IDs. To clear the clouds I curated this Why to how story of cookie depreciation and Universal IDs
[Webinar] How the Cookie Crumbled: Preparing for a Time without Third-Party C...Tealium
The loss of third-party cookies is rewriting the rules of digital marketing. Companies will have to rethink everything from ad spend and attribution to consumer privacy and measuring ROI. But not to worry – there are key ways to prepare for third-party cookie loss and it starts with first-party data.
Discover how switching to a first-party data strategy now will help you not only prepare for the loss of third-party cookies but also deliver more meaningful customer experiences. You’ll learn:
- How crumbling third-party cookies will affect your organization
- How brands can equip their internal teams to manage the upcoming change
- Tools that enable brands to become browser independent
- Tips to understand how to best collect, store and use your data
You can view the on-demand session on our website in our Resource Hub
Deck 3: Cookieless Tracking & Data UnificationFlashtalking
Cookieless Tracking & Data Unification - Dom Satur, Flashtalking
If you would like a copy of this presentation, please email your contact at Flashtalking.
“Unlocking the First Party Data Right Under Your Nose” - How to leverage the existing GA First Party Data you already have and make it actionable with Email.
[Webinar] How the Cookie Crumbled: Preparing for a Time without Third-Party C...Tealium
The loss of third-party cookies is rewriting the rules of digital marketing. Companies will have to rethink everything from ad spend and attribution to consumer privacy and measuring ROI. But not to worry – there are key ways to prepare for third-party cookie loss and it starts with first-party data.
Discover how switching to a first-party data strategy now will help you not only prepare for the loss of third-party cookies but also deliver more meaningful customer experiences. You’ll learn:
- How crumbling third-party cookies will affect your organization
- How brands can equip their internal teams to manage the upcoming change
- Tools that enable brands to become browser independent
- Tips to understand how to best collect, store and use your data
You can view the on-demand session on our website in our Resource Hub
Deck 3: Cookieless Tracking & Data UnificationFlashtalking
Cookieless Tracking & Data Unification - Dom Satur, Flashtalking
If you would like a copy of this presentation, please email your contact at Flashtalking.
“Unlocking the First Party Data Right Under Your Nose” - How to leverage the existing GA First Party Data you already have and make it actionable with Email.
Marketing in Motion: From Unified Data to Actionable InsightsKrux
Krux Data Matters 2015, Las Vegas
Live Nation VP of Programmatic & Product Innovation Mike Finnegan talks about how Krux has enabled Live Nation with a holistic view of all their data across channels, screens and systems. What's more, Mike describes examples of actionable insights that Live Nation has gleaned from Krux to deliver successful campaigns.
Learn more about Krux DMP: http://www.krux.com/
A VERY high level intro on the most common segmentation strategies that are used across many marketers as well as a audience testing framework for beginners.
The audience testing sheet that is included as a bonus, is a great tool for anybody that manages a Data management platform or does any audience testing across various media channels.
At the same time, if you find yourself being a bit overwhelmed with all of the 1st 2nd or 3rd party data targeting options from, I'd highly recommend using a service like ClearSegment to understand various data providers - it's data collection methodologies as well as their individual segments. https://clearsegment.com/
My talk at CDO Vision on the tools needed to understand the places where your customers engage, and the techniques needed to move them forward in the buyers journey.
Through the lens of data analysis, brands can begin to predict who will churn, why and when. But traditional analytics cannot paint a complete picture of consumer behavior because it's not able to leverage the full array and volume of data that has now become available. With Big Data 2.0 Analytics, brands can now tap into a wider variety of data, process inputs with remarkable speed and accuracy, and deliver real-time personalized recommendations for each customer at the most granular level.
to learn about how the Actian Analytics platform can create transformative value for your organization, please visit us at www.actian.com
Both CDP and DMP provide great customer insights that can help marketers to target their audience more precisely with right offers and messages.
Even though CDP and DMP both have some common characteristics, besides that, they are a complement to each other.
Top ten tips for implementing Website PersonalisationRedEye
Take a read of the presentation our CRO Director gave at the Festival of Marketing 2017 on the top 10 tips to help you implement Website Personalisation.
Predictive Modelling, not magic - FOM Jam slidesRedEye
It doesn't require magic to make Predictive Analytics work. Flick through our slides from Festival of Marketing on how key data is to making Predictive Marketing work.
Transforming Modern Marketing With People Datadmg events Asia
"The future of advertising is not about social, not about viral videos, not about mobile, not about any new medium or any new ad unit – but about data.
Those who know what to do with this will be the new kingmakers, the new rulers of Madison Avenue – or the creators of a new avenue of media"
- Michael Andrews of AKQA
Transforming Modern Marketing with Data was presented by Tom Chavez, CEO, Krux and Yasuko Nagamatsu, Global Business Strategy, Cyber Communications Inc. (CCI, subsidiary of Dentsu) at #adtechasean.
Retargeting has emerged as an effective way to improve results from Web marketing. Originally limited to serving Web banner ads to people who had previously visited a company’s Web site, it has now been expanded to include messages based on search terms, content viewed elsewhere on the web, and other online/offline behaviors. What these activities all share is insight into a person’s intent, which forms the basis for targeted advertising. Intent-based personalization and targeting is more effective than targeting based on demographics or the location an ad displays, older and still more common approaches. The trade-off is that intent is harder to identify, so audiences for retargeting messages are much smaller than those available using less refined methods.
Data collection, processing & organization with USPA frameworkTrieu Nguyen
1) How to think in the age of Dataism with USPA framework ?
2) How to collect customer data
3) Data Segmentation Processing for flexibility and scalability
4) Data Organization for personalization and business activation
Deliver the personalized, relevant experiences customers are demanding while paying increased attention to privacy. See how customer identity and access management (CIAM) from Gigya makes it possible for global organizations to manage customer data to deliver insights and personalization, while staying compliant with privacy laws, including the European Union's upcoming General Data Protection Regulation (GDPR). Learn more: https://www.hybris.com/
So you got yourself a sparkling new data management platform that is supposed to pull together inputs of all sorts to drive everything from ad buying to CRM? But where do you start in making something of this new machine. Lenovo uses data to drive media buys not only across channels but global borders as well. Its Director of Global Digital Marketing explains how it it works.
Importance of a customer data platform in post third party cookie worldCaroline Smith
Cookies play a vital role in the online experience, so predominantly used on the internet. They need a Customer Data Platform as it's necessary for data collection and individual personalization.
Read more: https://expressanalytics.com/blog/importance-of-a-customer-data-platform-in-post-3rd-party-cookie-world/
The cookiepocalypse is coming and third-party cookies' reign over the web will come to a close. Are you ready for a cookieless future? This presentation from Media Kitchen explores why cookies are crumbling, the resulting impact across the ecosystem, and early steps advertisers can take to prepare.
Marketing in Motion: From Unified Data to Actionable InsightsKrux
Krux Data Matters 2015, Las Vegas
Live Nation VP of Programmatic & Product Innovation Mike Finnegan talks about how Krux has enabled Live Nation with a holistic view of all their data across channels, screens and systems. What's more, Mike describes examples of actionable insights that Live Nation has gleaned from Krux to deliver successful campaigns.
Learn more about Krux DMP: http://www.krux.com/
A VERY high level intro on the most common segmentation strategies that are used across many marketers as well as a audience testing framework for beginners.
The audience testing sheet that is included as a bonus, is a great tool for anybody that manages a Data management platform or does any audience testing across various media channels.
At the same time, if you find yourself being a bit overwhelmed with all of the 1st 2nd or 3rd party data targeting options from, I'd highly recommend using a service like ClearSegment to understand various data providers - it's data collection methodologies as well as their individual segments. https://clearsegment.com/
My talk at CDO Vision on the tools needed to understand the places where your customers engage, and the techniques needed to move them forward in the buyers journey.
Through the lens of data analysis, brands can begin to predict who will churn, why and when. But traditional analytics cannot paint a complete picture of consumer behavior because it's not able to leverage the full array and volume of data that has now become available. With Big Data 2.0 Analytics, brands can now tap into a wider variety of data, process inputs with remarkable speed and accuracy, and deliver real-time personalized recommendations for each customer at the most granular level.
to learn about how the Actian Analytics platform can create transformative value for your organization, please visit us at www.actian.com
Both CDP and DMP provide great customer insights that can help marketers to target their audience more precisely with right offers and messages.
Even though CDP and DMP both have some common characteristics, besides that, they are a complement to each other.
Top ten tips for implementing Website PersonalisationRedEye
Take a read of the presentation our CRO Director gave at the Festival of Marketing 2017 on the top 10 tips to help you implement Website Personalisation.
Predictive Modelling, not magic - FOM Jam slidesRedEye
It doesn't require magic to make Predictive Analytics work. Flick through our slides from Festival of Marketing on how key data is to making Predictive Marketing work.
Transforming Modern Marketing With People Datadmg events Asia
"The future of advertising is not about social, not about viral videos, not about mobile, not about any new medium or any new ad unit – but about data.
Those who know what to do with this will be the new kingmakers, the new rulers of Madison Avenue – or the creators of a new avenue of media"
- Michael Andrews of AKQA
Transforming Modern Marketing with Data was presented by Tom Chavez, CEO, Krux and Yasuko Nagamatsu, Global Business Strategy, Cyber Communications Inc. (CCI, subsidiary of Dentsu) at #adtechasean.
Retargeting has emerged as an effective way to improve results from Web marketing. Originally limited to serving Web banner ads to people who had previously visited a company’s Web site, it has now been expanded to include messages based on search terms, content viewed elsewhere on the web, and other online/offline behaviors. What these activities all share is insight into a person’s intent, which forms the basis for targeted advertising. Intent-based personalization and targeting is more effective than targeting based on demographics or the location an ad displays, older and still more common approaches. The trade-off is that intent is harder to identify, so audiences for retargeting messages are much smaller than those available using less refined methods.
Data collection, processing & organization with USPA frameworkTrieu Nguyen
1) How to think in the age of Dataism with USPA framework ?
2) How to collect customer data
3) Data Segmentation Processing for flexibility and scalability
4) Data Organization for personalization and business activation
Deliver the personalized, relevant experiences customers are demanding while paying increased attention to privacy. See how customer identity and access management (CIAM) from Gigya makes it possible for global organizations to manage customer data to deliver insights and personalization, while staying compliant with privacy laws, including the European Union's upcoming General Data Protection Regulation (GDPR). Learn more: https://www.hybris.com/
So you got yourself a sparkling new data management platform that is supposed to pull together inputs of all sorts to drive everything from ad buying to CRM? But where do you start in making something of this new machine. Lenovo uses data to drive media buys not only across channels but global borders as well. Its Director of Global Digital Marketing explains how it it works.
Importance of a customer data platform in post third party cookie worldCaroline Smith
Cookies play a vital role in the online experience, so predominantly used on the internet. They need a Customer Data Platform as it's necessary for data collection and individual personalization.
Read more: https://expressanalytics.com/blog/importance-of-a-customer-data-platform-in-post-3rd-party-cookie-world/
The cookiepocalypse is coming and third-party cookies' reign over the web will come to a close. Are you ready for a cookieless future? This presentation from Media Kitchen explores why cookies are crumbling, the resulting impact across the ecosystem, and early steps advertisers can take to prepare.
The Untold Story of DOOH Advertising IndustryAirsqreen Team
Digital-out-of-home (DOOH) advertising market size is projected to be around $16.6 billion, growing between 6-7% a year.
However, the advertising market size is around $760 Billion. So DOOH’s share in the industry is relatively small.
We believe DOOH advertising is underrated and doesn’t get enough attention from the advertisers. It is the least invasive way of advertising. Unlike other channels, (D)OOH ads are not between the person and the content s/he tries to read/watch/listen to.
---
Problems in the Industry
We notice 3 main problems in the industry and will discuss them below.
1- Old-fashioned Processes
A massive portion of the transactions in the DOOH industry is being done through manual, and let’s admit it, inefficient ways.
Campaign management is done through emails, ad-verification is done through photos, and reporting is done through Excel/PDF files - that should be collected from all the media owners separately. There is no modern advertising platform connecting buyers and sellers, where buyers can manage and track their campaigns with real-time insight (except for programmatic / automation technologies, which will be discussed later).
---
2- Lack of Control
We’d like to borrow the idea of “information asymmetry” from the economic literature, because in the (D)OOH industry, sellers have almost all the knowledge, and buyers have little information about how their budgets are spent.
---
3. Data
There is plenty of data in the internet (digital) advertising industry. It is possible to do targeting, analytics, attribution, real-time campaign tracking, and optimization.
Still, Facebook said they’d lose $10 billion in 2022 due to the new data-related limitations introduced by Apple on iPhone devices.
So we now live in a universe where privacy concerns have reversed some of the trends in the advertising world and access to audience data is becoming more and more difficult even for the digital advertising industry.
---
To summarize; we have mainly 3 types of problems with data in (D)OOH.
1- Collecting data becomes more difficult due to regulations and increasing data constraints from companies like Apple and Google.
2- Targeting an audience in DOOH is also challenging because mainly it’s a one-to-many medium and data is mostly not real-time.
3- Attribution and analytics are also challenging because of all the previous steps + still non-standardized metrics like impression multipliers.
Regulations, increasing data constraints from companies like Apple and Google, data quality, and the one-to-many nature of the DOOH medium are pushing the advertisers to question the efficiency and/or make cost-benefit analyses regarding using audience data in the industry.
---
Conclusion
Just to repeat; we believe DOOH advertising is the least invasive way of advertising. DOOH screens are not between the content people try to watch, read or listen to; they are a natural part of the content.
My MBA research project on data and its impacts on the online advertising industry.
Keywords: data, programmatic advertising, digital advertising, online advertising, data management platform, demand side platform, supply side platform, ad exchange, DMP, DSP, SSP, viewability, ad fraud
Boosting Your First-Party Data Strategy: Whys & HowsVWO
In this webinar, we’ll explore the critical role of first-party data in today’s landscape of mounting data privacy concerns and regulations.
Our expert speaker, Amaury from Welyft, will provide valuable insights and proven strategies to help you collect, analyze, and utilize first-party data to enhance customers’ experiences and optimize marketing efforts. You’ll gain a deeper understanding of navigating data privacy regulations while delivering personalized experiences that drive business success.
Whether you’re an entrepreneur, marketer, or business owner, this is a must-attend event to stay ahead of the curve and elevate your data strategy.
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.
Our new version of white-label DSP is a game-changing solution that leverages the power of artificial intelligence to transform how brands connect with their audiences and help them fully adapt to the cookieless environment.
Building a Foundational Tech Stack to Support Your First-Party Data StrategyTinuiti
D2C has led the way by building direct relationships with consumers, which has become essential across the retail landscape now that first-party data is king. In this 2-day virtual event, we discuss the emerging trends in 2021 and how brands can adapt their approach to meet ever-changing consumer expectations.
Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesSearch Engine Journal
The countdown to the end of third-party cookies has begun in Google Chrome, and the impact will be big for those reliant on them for data collection.
Are you ready?
Check out the experts from CallRail and Workshop Digital as we dive into the impending changes driven by Google Chrome's upcoming phase-out, and how you can navigate the challenges of a post-third-party cookie world.
You’ll learn:
- What the death of third-party cookies means for your current marketing strategies.
- What marketers should be doing to prepare for these changes.
- Strategies for success and the importance of utilizing marketing tools with zero- or first-party cookie collection.
Watch Ryan Johnson and Andrew Miller as they explore the differences between third- and first-party cookies, analyze the profound implications of this transition for marketers, and introduce innovative solutions and strategies for what you should do next.
If you’re reliant on third-party data and want to unlock the secrets to navigating a world without third-party cookies, then this webinar is for you.
Stay ahead of the game with the best marketing tools and ensure your tactics are primed for success in this new era of digital marketing.
iProspect's Future Focus 2018: The New Machine RulesiProspect
It's time to Focus on the Future. Based on interviews with over 250 global advertisers, we address the biggest trends you need to master in order to be prepared for The New Machine Rules. Download your copy now: http://bit.ly/2AirbwR
Study programmatic and data in Spain DatmeanDatmean
Datmean just released the first study carried out in Spain about programmatic buying and data. The research points out where Spain stands on this subject and the challenges the country is facing in 2017
We help companies that put their customers first, to transform their digital model into a user-centric business and manage audience buying independently.
Future of Digital Marketing - How to Keep Pace with Technology
There is an overwhelming amount of conflicting advice about future-proofing marketing work, and it’s best to sustain the following essentials:
How prepared is your organization for the imminent loss of third-party data?
Are you ready for first-party data to take center stage in your marketing strategy?
Maybe you’re feeling unsure of how to use first-party data?
While cookies going away will reduce your access to third-party data, you can still strike the right balance with your acquisition strategies and provide your customers with personalized experiences.
Join our webinar to learn how to design a future-proof strategy that maximizes the potential of your first-party data in a cookieless world.
You'll discover:
- Why activating your first-party data is crucial in a cookieless world.
- How to leverage your first-party data in a future-proof way.
- How to build your organization's first-party data capabilities.
Vishal Maru, Vice President of Digital Solutions at iQuanti, will explain how enterprises can embrace the power of first-party data and better connect with their customers.
Most industries and organizations have still yet to fully utilize the power of first-party data in their strategies.
Learn how to create a personalized user experience, improve your retargeting strategy, identify patterns, and predict future trends to steer your organization toward more successful campaigns.
ClickZ/Fospha: The State of Marketing Measurement, Attribution, and Data Mana...Clark Boyd
This report covers:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement
Criteo Commerce & Digital Marketing Outlook 2019Criteo
At the end of every year, Criteo releases our big predictions for the year ahead. It’s a great time to reflect on what’s starting to emerge and what we expect to happen across the digital marketing landscape. For 2019, we thought through some of the major trends we've already started to see.
We all know that customer segmentation is critical to success in the online world, but how is this done across multiple data sources? From mobile apps, to website cookies, to your CRM, offline data and more. Is there a way to bring all of these together? Absolutely, lets learn how – together. Data Management Platforms such as Adobe’s Audience Manager or BlueKai are often referred to but little talked about. Here we will go through the future of customer data for marketing, ensuring you are up with the play on making your next move into the new generation of targeted advertising as it starts to unfold.
Similar to The Comprehensive story of Universal IDs (20)
The Building Blocks of QuestDB, a Time Series Databasejavier ramirez
Talk Delivered at Valencia Codes Meetup 2024-06.
Traditionally, databases have treated timestamps just as another data type. However, when performing real-time analytics, timestamps should be first class citizens and we need rich time semantics to get the most out of our data. We also need to deal with ever growing datasets while keeping performant, which is as fun as it sounds.
It is no wonder time-series databases are now more popular than ever before. Join me in this session to learn about the internal architecture and building blocks of QuestDB, an open source time-series database designed for speed. We will also review a history of some of the changes we have gone over the past two years to deal with late and unordered data, non-blocking writes, read-replicas, or faster batch ingestion.
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Discussion on Vector Databases, Unstructured Data and AI
https://www.meetup.com/unstructured-data-meetup-new-york/
This meetup is for people working in unstructured data. Speakers will come present about related topics such as vector databases, LLMs, and managing data at scale. The intended audience of this group includes roles like machine learning engineers, data scientists, data engineers, software engineers, and PMs.This meetup was formerly Milvus Meetup, and is sponsored by Zilliz maintainers of Milvus.
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
Unleashing the Power of Data_ Choosing a Trusted Analytics Platform.pdfEnterprise Wired
In this guide, we'll explore the key considerations and features to look for when choosing a Trusted analytics platform that meets your organization's needs and delivers actionable intelligence you can trust.
Learn SQL from basic queries to Advance queriesmanishkhaire30
Dive into the world of data analysis with our comprehensive guide on mastering SQL! This presentation offers a practical approach to learning SQL, focusing on real-world applications and hands-on practice. Whether you're a beginner or looking to sharpen your skills, this guide provides the tools you need to extract, analyze, and interpret data effectively.
Key Highlights:
Foundations of SQL: Understand the basics of SQL, including data retrieval, filtering, and aggregation.
Advanced Queries: Learn to craft complex queries to uncover deep insights from your data.
Data Trends and Patterns: Discover how to identify and interpret trends and patterns in your datasets.
Practical Examples: Follow step-by-step examples to apply SQL techniques in real-world scenarios.
Actionable Insights: Gain the skills to derive actionable insights that drive informed decision-making.
Join us on this journey to enhance your data analysis capabilities and unlock the full potential of SQL. Perfect for data enthusiasts, analysts, and anyone eager to harness the power of data!
#DataAnalysis #SQL #LearningSQL #DataInsights #DataScience #Analytics
Adjusting OpenMP PageRank : SHORT REPORT / NOTESSubhajit Sahu
For massive graphs that fit in RAM, but not in GPU memory, it is possible to take
advantage of a shared memory system with multiple CPUs, each with multiple cores, to
accelerate pagerank computation. If the NUMA architecture of the system is properly taken
into account with good vertex partitioning, the speedup can be significant. To take steps in
this direction, experiments are conducted to implement pagerank in OpenMP using two
different approaches, uniform and hybrid. The uniform approach runs all primitives required
for pagerank in OpenMP mode (with multiple threads). On the other hand, the hybrid
approach runs certain primitives in sequential mode (i.e., sumAt, multiply).
1. Here is a timeline of key events in data privacy for
the most recent two years:
Image source
Here's the story behind it:
01
Why?
Third-party cookies were ruling the advertising world; Advertisers would
treasure them like precious gems.
But they are vanishing now!
As there is no proper control over these precious cookies, the data can be misused.
Most consumers don't know that their behaviors are being tracked for marketing
and advertising purposes.
To take the things in control before they get worse, these things came into the picture.
Data ownership Transparent use of data
Consent management GDPR, CCPA & many more
So, Did this thing called 'cookie depreciation' start?
02
Worry not, here are few solutions for it
03
What is the concept of Universal ID?
04
Firefox Safari Chrome
76%
18%
6%
BROWSER MARKET
SHARE WORLDWIDE
By this time, you sure understood why they started worrying.
If Google phases out cookies, more than 76% of the browser cookies will vanish,
and one cannot imagine a scenario of advertising with no cookies.
Leveraging maximum of
first-party data
A customer data platform
Universal ID
Browser fingerprinting
Contextual targeting
Privacy sandbox
Geo-targeting
Ad-channels and assets that don't
rely on cookies like IP address,
connected TV, and so on…
Let's talk about the last one for now:
Now, there are countless cookies attached to a single person, and while targeting,
we are syncing all the cookies leveraging the middle players like ssp, DSP, and
many more…for personalized reach.
Everything looks seamless?
Absolutely No!
At every stage of cookie syncing, we are losing many audiences,
To speak with numbers.
100M users 80M users 64M users 44.8M users
START Sync 1: Sync 2: Sync 3:
Advertiser’s
target audience
With DMP 20%
audience loss
With DSP 20%
audience loss
With SSP 30%
audience loss
Active cookies Lost cookies
In the above example picture, an advertiser started the process with 100M users but
ended up matching only 44.8M users, and the more the number of partners,
the less will be the match rate.
Google & Facebook are taking most of the digital advertising budget as per emarketer.
Both of the giants have a single ID, unlike other advertising platforms.
Yes, only a single ID for a person. That means, Whosoever finds you,
your name will be your name. No hundreds of nicknames and code names.
This is what universal ID results to.
05 What else does it solve?
Fewer pixels on the page result in
faster page loads & improved page
performance overall, enhancing
user engagement.
Cut the confusion
with hundreds of IDs.
Fewer cookie IDs will
increase match rates
Significantly limit the audience loss
from passing IDs down the supply
chain & syncing them at each step.
It also eliminates the effort
associated with maintaining &
matching so many IDs.
Fewer IDs reduce the inefficiencies, re-syncing processes,
and impression loss from users' refreshing cookies or expired cookies.
All of this saves time, which ops teams
can use to develop more forward-
thinking strategies.
Consumers will see more relevant ads
and faster page loads
Advertisers will reach more valuable
users & eventually increase ad
effectiveness
Publishers will match more of their
valuable audience data & earn
more for their inventory
SSPs will reduce operational costs
from network syncs & data storage
DSPs will get more auction
participants & make it easier for
a client to hit campaign goals
Data providers will make more
matches between supply & demand
partners & earn more from their data
06 Okay, How does it benefit the players in the eco-system?
Is it only one type?
No, it does exist in a few types.
07 Here we go with them, their pros and cons
Solution 1 Solution 2 Solution 3 Solution 4
Description
Examples
Advantages
Drawbacks
Operate only within
walled gardens where
users are logged in
A first-party data -
based approach
Proprietary shared
ID Solution
Industry shared
ID Solution
Facebook, Google,
Amazon
Liveramp’s Identity
Link
The Trade Desk’s
Universal ID
Digitrust from IAB
Tech Lab, ID5
*
Deterministic, accurate
data, Granular user &
audience profile
Deterministic,
accurate
Less syncing, less page
weight, more
streamlined process
Less syncing, less page
weight, more
streamlined process
No access user data
outside of the walled
garden, and can’t
control for frequency
capping or omnichannel
campaigns
Limited scale, hightened
risk of future privacy
concerns
Provides a competitive
advantage to one
industry player who
has control over how
identity is defined &
controlled; ITP & chrome
updates compromise
the cookie
ITP and Chrome updates
compromise the
cookie
Apart from these, several other companies such as Brightpool, Criteo, Parrable,
and many more are working to smoothen the process of cookie-syncing.
So, what do you think about this concept called 'Universal IDs'?
Does this work after cookies phase out?
Can they replace third-party cookies completely in advertising?
IAB deprecated Digitrust recently, and researching on the ways to skip the hurdles with new solutions.
References:
https://iabseaindia.com/universal-id/ https://digitalkites.com/blog/cookieless-future/
https://iabseaindia.com/the-identity-problem-walled-gardens-first-party-data-and-unified-id/
https://iabseaindia.com/the-death-of-the-3rd-party-cookie-and-tracking-as-we-know-it-a-practical
approach-to-prepare-for-the-changes/
https://www.adexchanger.com/data-driven-thinking/the-case-for-any-unified-id/
https://headerbidding.co/universal-id-adtech/
Mozilla Firefox and apple safari have started blocking third-party cookies by default.
Google Chrome announced they would go cookieless by 2022.
This was when marketers started panicking.
Wondering why?
Yes
The Comprehensive Story
Behind Universal IDs
www.audienceplay.com
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