“The Cell CiderA column written by the sales party of the digital media community.

Today’s column is written by Stephanie Ledger, VP of Data, Identity and Ad Tech. News Corporation.

Google has recently launched Subject API, An offer for interest-based advertising. Although the issues are still with Google’s initial concept, a significant improvement over the FLOC The question is whether things cut the stain From the point of view of the consumer or the publisher.

Topics improve some aspects of user privacy such as predefining topics, limiting the number of topics that a site will find, and inserting random effects.

But the problem is, with adequate data points, Google and intermediaries can easily overlay issues across contexts to re-identify users. This denies many of the privacy features Google is trying to accomplish

Additionally, topics continue to enable cross-domain data collection and targeting, often to the detriment of publishers with unique content. For example, you might assume that visitors to Realtor.com are interested in real estate and may end up talking about “real estate.” That data is then shared across the Internet. But instead of buying ads where advertisers have that data, they are able to target that particular user elsewhere on the Internet.

The Topic API continues to play into the misconception that advertisers can buy the “same” audience they find. The Wall Street Journal Elsewhere, cheap. This premise has not served advertisers well, and it has unequivocally rewarded clever ad fraudsters rather than truly good publishers. This method ignores the quality of context and content. There is definitely a good road here.

As a publisher, I prefer what IAB Tech Lab Topic offers to API. It’s called Vendor-defined audience (SDA) – And it’s good for everyone.

SDA benefits the entire industry

First and foremost, Vendor-defined audience Good for consumer privacy. It relies on existing Open Standards such as IAB Tech Lab Content and Audience Classification, OpenRTB Specification and Data Transparency Standards that promote privacy-centric addressability and first-party data monetization.

SDA leaves data where it is created. This is treated as full first party data and is not shared across the domain. This is a solution that even privacy advocates will support, since the ads will only relate to the domain the user is using.

Consumers want privacy, addressability and relevant advertising even though they don’t know how to ask for it properly. The feeling of being tracked around the Internet will not happen to vendor-defined visitors. The ads will be relevant in a way that seems normal to the user.

SDA is also good for advertisers.

Open standards encourage access to transparent and accountable data and use it consistently in line with regional privacy expectations. This makes it easier to manage compliance with regulations. This means that advertisers also have a choice outside of platform solutions, which offers a way to scale without sacrificing their quality. They may be reassured that their money is being spent by quality publishers, rather than being snatched by intermediaries who are not adding value.

And finally, publishers can also benefit from vendor-defined audiences.

With the death of the cookie comes an opportunity for the media to truly connect with the data, rewarding quality publishers for their engagement and engagement with readers.

If you want better quality data, you must buy it from the site where it originated. This method is much more aligned with what advertisers actually need, because if a publisher’s data is actually better, it will perform better. The RTB algorithm will optimize towards quality, not price. Those who publish good content will be rewarded for their efforts.

And the SDA is more conscious of what is needed for the best privacy regulations because it prioritizes first-party relationships between publishers and consumers – and not just a random collection of tags and pixels that someone has jammed into HTML.

The seller-defined audience is good for the whole advertising ecosystem.

More privacy could be safer and better for future quality publishers of the Internet if we build it on solutions that reward content creators like vendor-defined viewers.

Follow Stef Ledger (@ slayser8)News Corporation (Newscorp) And AdExchanger (@ Addexchanger) On Twitter.

DTC eCommerce is growing – but measurement challenges are coming

Or, rather, they’re already here, says Ron Jacobson, CEO and founder of Rockerbox, a marketing attribution startup that primarily helps direct-to-consumer brands measure the effectiveness of their marketing campaigns and test them on new channels.

“A lot is happening that is making it difficult to measure,” Jacobson said. “But marketers also want to spend their dollars on more channels than ever before.”

Wearable technology company Oura, which makes smart rings that help people monitor their sleep quality, is slightly less affected than most marketers in terms of targets by changing cookies and limited access to mobile device IDs, says company VP Manbir Sodhia.

Oura purposefully expands on its targeting strategy. Although the company has raised about $ 150 million since 2015, including a $ 100 million Series C round – and recently sold its millionth ring – the smart ring segment as a whole is still in growth mode, and general awareness needs to be spread.

Sodhia said, “We do not limit our audience to any particular group. “Our goal is to say, hey, our product is for everyone, so we really want to reach a wider audience.”

Since they are trying to reach as many people as possible, it is necessary to test new channels as much as possible. “And it’s really important for us to understand the impact of those channels,” Sodhia said

Like most DTC companies, they spend a lot of money on paid social work, but it is also expanding its organic marketing efforts and experimenting with search and linear television.

Last year, they began working with Rockerbox to verify his investment preferences.

Take a look inside

Rockerbox focuses all of a brand’s marketing spend and campaign data in one place, including paid, organic, digital and offline, and it creates similar identity graphs to get an idea of ​​the customer journey.

It has an API for receiving cost information from nearly 200 platforms, including Facebook, Google, Pinterest, Shopify, Hulu, Tatari, Pandora, Branch, MailChimp, Criteo, RTB House, The Trade Desk and Snowflake.

Instead of third-party cookies, Rockerbox uses custom tracking domains. When someone clicks on an ad or visits a page, rockerbox trackers and pixels load on first-party contexts, such as from the advertiser’s own website domain, rather than the rockerbox domain. As such, identifiers have a slightly longer shelf life and are not quickly blocked by Safari and Firefox, both already third-party-tracker-free environments.

(You might think of it as a spin on first-party attribution.)

Rockerbox also relies on a combination of first-party data signals and determinant identifiers, such as email addresses and phone numbers, to assist in identity resolution.

“OTT, CTV, linear TV, live mail – no cookies,” Jacobson said. “You do not use cookies to measure influencers or podcasts. There was no cookie-based content in the channels our clients were expanding. “

The TV enters the ring

When they decide to start investing in upper-funnel media channels, it needs “confidence” that it is making the right bet, Sodhia said. “We didn’t want to experiment directly with linear TVs or spend too much until we had some kind of multi-channel attribution system in place,” he said.

Oura has worked with Rockerbox to import all of its data into its own data warehouse so that the marketing team can create a visualization of the campaign’s performance in Mukna.

“Confidence comes through learning about patterns,” Sodhia said.

If a campaign does not work as expected, for example, is it because the creative was not effective, or is it due to some sort of macroeconomic factor beyond the brand’s control?

With a clear idea of ​​baseline performance across all of its marketing efforts, Oura can begin to optimize costs across all of those channels. At that moment a lot of questions arise: is there a place to scale? Is there a reason to pull back? Is the amount of expenditure appropriate compared to the results on a daily or weekly basis?

Measurement is an exercise of perpetual motion.

Oura’s media, marketing and analytics teams often meet to view this data together – and to ask questions. “This is happening in constant research mode,” Sodhia said. “Our job is to challenge things, make sure there is a healthy mix and the channels are performing as expected.”

A mix of scalable channels increasingly includes linear TVs. “In the case of TV and offline channels, what is old is new again,” Sodhia said.

When Oura launched the third generation of its Smart Ring last fall, investing in TV made sense as a way to expand its audience and introduce its brand to more people, especially in light of growing concerns about digital performance.

Cross-channel attributes help us gain insight into whether our TV is creating lift and driving effects on other channels like Creative Brand Search.

“TV is a channel that we have been able to verify for the last six months or so,” Sodhia said. “And that’s an independent approach, because we’re not just relying on what we see internally in our own silos.”

Some unmistakable facts about living in New York City: Almost everyone goes underground, the weather is unstable, and most people are too busy (or lazy?) To plan what to prepare for dinner.

FreshDirect, a grocery delivery service based in NYC, was inspired by these realities of city life to launch a digital out-of-home (DOOH) campaign promoting different recipes to passengers depending on the current weather.

Freshdirect CMO John MacDonald said the campaign, which ran from January 31 to March 20, was a test to see if weather-targeted outdoor messaging would resonate with target audiences.

“I could put a picture of a tomato on one of those screens, get an impression and call it a day,” said McDonald, referring to the thousands of digital screens placed across MTA subway stations and train cars.

“But we wanted to show that your decisions about food have relevance,” McDonald said, “and we wanted consumers to understand that we understand what is happening in New York.”

15-second video ads were placed on OUTFRONT Media’s digital signage network across the NYC subway system. The campaign creatives included QR codes that would link customers to complete recipes on FreshDirect’s website, where they could also find links to purchase the necessary ingredients.

FreshDirect’s in-house creative team has worked with its agency partner Quan Media Group to design campaigns and target ideal locations to reach passengers based on mobile winning campaign location data. McDonald said the campaign was an attempt by FreshDirect to better understand how passenger traffic patterns have changed in the post-epidemic era.

The recipes were created in partnership with So Yummy, a video production company that specializes in cooking videos.

Good weather to target

The real-time weather data used for campaign creativity comes from Tomorrow.io, a weather data provider that collects data from weather forecast models provided by services such as the National Oceanic and Atmospheric Administration, says Tomorrow.io CMO Dan Slagen.

The dynamic nature of FreshDirect’s DOOH campaign – advertising will change creatively in response to real-time weather tracking – is more attention-grabbing and compelling than a simple repetition loop of content, says McDonald.

In the post-cookie landscape, non-PII-based parameters, such as weather data, will become more important as a vehicle for targeting anonymous advertising, he said.

“We’re trying to find out if the weather is more important at certain times of the year and how it affects people’s lives in case of rain and snow or hot vs. cold,” said McDonald. “We will adjust future promotions based on these results.”

FreshDirect measures the performance of each ad and recipe in a quantitative way, including tracking impressions, site traffic and QR codes, and complete transactions tied to affiliate links. But it has also tracked the success of campaigns against more qualitative measures, such as customer feedback, word of mouth and inquiries from advertising industry workers who encountered the campaign in the wild, McDonald said.

FreshDirect is still analyzing campaign results and declined to share any specific results, but the company says it is satisfied with the number of campaign-driven QR code scans.

Such DOOH campaigns are an increasingly valuable tool in FreshDirect’s marketing toolkit.

“We use DOOH to run low-funnel activities, including Call to Action, but we also use it for brand marketing and awareness,” said McDonald. “It’s a big part of our strategy, and it will continue.”

Correction: An earlier version of this story stated that the ads were programmatically served on the NYC subway digital signage network on the Outfront. References to programmatic placements have been deleted.

Here’s today’s AdExchanger.com news round-up … Want it by email? Register Here.

Reach this

LG, Samsung and Vizio all like to brag about their reach.

But the trio agreed that smart TVs could unlock the scale and address marketers need to reach consumers through television advertising.

More than half of households in the United States have a smart TV. Raghu Kodige, CEO of LG Ads Solutions, said, “From the audience to the viewership data, everything in the CTV space is solvable.” Forbes.

How? Automatic Content Recognition (ACR) data is tracked on any app or show screen and can be used for media purchase instructions or features. Manufacturers can also install a proprietary operating system. Henceforth Rumors That Roku is thinking of making his own TV set.

LG Ads Solutions is “accustomed to competing in the smart TV space,” Codiz said, calling on Samsung, VGIO, Sony, the long-tail of small OMs, newcomers trying to enter the market and their mothers.

“It’s nothing scary or new,” he said. “Actually, it only validates our view that this space is getting bigger and more valuable.”

Advertisement Hell Mary

Unibel-Rodamco-Westfield (URW), Europe’s largest mall operator, unveiled its turnaround plan this week to boost pre-epidemic growth and return to foot traffic levels. And at the heart of the strategy is a first-party data and advertising service.

“Until recently, we could only see how many people were entering and leaving our mall,” said Jean-Marie Tritant, CEO of URW. Bloomberg. “Now we have different sensors and we can use WiFi in a completely GDPR-compliant way to understand who is using our resources.”

The company has a media business that made 30 million euros (about $ 33 million) in 2021, and it forecasts about 75 million euros by 2024 and 200 million euros by 2030.

These aren’t big numbers, but the advertising platform is part of helping URW understand the value of renting a store space. The mall has about 550 million visitors. While the mall operator won’t run ads for brands and agencies (at least not yet), it will serve targeted ads to drive traffic to its retail stores.

All fun and games

In-game ad tech company Anzu.io has raised 20 million, bringing together investors including NBCUniversal, Sony and WPP, Venturebeat Report

In February, the startup announced a partnership with NBCU to allow broadcaster clients to run in-game advertising throughout Anju’s inventory.

“Our advantage is technology and supply, and their advantage is demand,” said Anju co-founder and CEO Itamar Benedi. AdExchanger In time

Adding investment stakeholders is a powerful, respectable role and a way to ensure access to the needs of a segment that is primarily limited to in-game advertisers like other mobile games or apps rather than major brands. Gaming has innovative technologies, including dynamic in-game product placement, but mainstream advertisers are not very aware.

But joining NBCU is an opportunity that comes with risks. This means maintaining a fine balance as Anzu creates a course that will undoubtedly involve partnerships with non-Sony game studios, NBCU’s direct competitors and other holding companies.

But wait, there’s more!

Meta paid a GOP firm to destroy TikTok. [WaPo]

MGID has acquired Italian native ad network Native Srl [release]

Pop-up digital ads are occupying the freezer isle. [Axios]

Marketers continue to transfer advertising dollars to CTV and OTT. [Digiday]

Disney has expanded its international plans for Disney Plus. [Variety]

You got hired!

Comcast vet Frank Deo joins 605 as EVP of Engineering. [release]

Google taps veterinarian Jeremy Doug as CTO of Disney streaming service [Deadline]

Your Instagram ads are likely to reach 640+ Millions of potential buyers. Has your Instagram marketing been optimized for success?

We know that Instagram is a popular and widely used social ECommerce advertising Since launching the platform in 2010, the app has become a popular social network where businesses around the world can efficiently sell their products and services.

And in 2022, more potential is expected to arrive.

Online stores will want to optimize their marketing for everything from your way Create an Instagram post Include campaigns that you include in your overall e-commerce Facebook strategy to increase sales and scale their e-commerce businesses.

In this post, we give you four quick ones Instagram Marketing Tips Just do that.

Let’s jump in.

1. Review the performance of your brand’s Instagram profile

To increase Instagram sales, your brand must stand out from the crowd and is critical to your account optimization. The key is to take advantage of certain features that business accounts have access to and use your brand account. Instagram Insights Review and change.

An important profile element to optimize is the display and main details of your story. The latter also helps brands Optimize for Instagram SEO. Something Kohl knows a lot about optimizing his Instagram profile.

[Source: Kohls]

Here’s a short checklist to help new stores review and optimize their Instagram profiles:

• Review your business account time and contact information
• Create a FAQ story highlight
• Use Linktree or other apps to send traffic to specific landing pages
• Show UGC and product reviews to highlight your story
• Create brand hashtags to establish Instagram Search visibility And presence

For your eCommerce brand’s Instagram bio and more advanced tips on how to optimize accounts and SEO for customers, Click here.

2. Use the power of hashtags to reach millions of new potential buyers

Optimizing your Instagram content with hashtags helps your posts reach new audiences and improves the effectiveness of your Instagram marketing.

In addition, running a hashtag campaign can be incredibly powerful, and designing a hashtag campaign strategy should be one of the first things to do in 2022 to increase your Instagram marketing.

Let’s look at an example of this post from Nike LA.

As you can see, they used the hashtag (#astrology #capricorn) to reach potential fans who like astrology. If you click through this hashtag, you will see over ten million Instagram posts about astrology, which is huge!

In short: Effective use of hashtags will improve the reach of your posts.

In fact, with the right hashtags, you can reach an audience you don’t know existed. More people in your target demographic who haven’t found you yet will start following you. Suddenly your presence increased!

Check out The ultimate guide to Instagram hashtags for 2022 An updated list of popular hashtags from Hubspot you can use for your sponsored posts.

3. Focus on increasing the engagement rate

As we know, high engagement is an important consideration for Instagram’s algorithm. The higher the level of participation, the more likely it is that the content will be published on the newsfeed, attracting attention and attention.

In addition, potential buyers may be involved as a trusted signal to purchase your product for the first time.

This means that the engagement rate is the most important metric to track in 2022.

Here’s a tip you can use to grow Improve your content engagement rate This year on Instagram:

Be the first to be hired

Instagram is, above all, a social platform. This means that in order to increase engagement, your brand needs to attract visitors.

To do this, consider your main target market and be aware of their interests and passions. You can then start a conversation, address relevant issues, or answer audience issues in the comments.

Spending time talking to your audience can dramatically increase your overall engagement rate. See how smartly the keychain engages the audience with the puzzle.

[Source: Chubbies]

4. Adapt your Instagram marketing strategy to your target audience using advanced analytics and automation

2022 is about automation and optimization. That means getting more Instagram insights in real-time, then using them to change your marketing strategy.

Yes, Instagram itself has a built-in analytics tool that provides the necessary data in a way that makes it easy to compare content, monitor campaigns, and evaluate the effectiveness of individual pieces.

But for 2022, you’ll want to invest in third-party tools like Hootsuite for Post Insight and Instagram eCommerce ad automation and traffic boosters for real-time optimization.

• Traffic Booster is an advanced PPC automation software Designed specifically for ecommerce, including Instagram ads.

• Hutsuit A social media management tool that provides enhanced Instagram insights, including engagement rates, followers, comments and post impressions.

The latest thought

Here you have it: Four Quick Instagram Marketing Hacks To Start Your Year.

To recap: You, as a growing ecommerce brand, can quickly optimize your Instagram marketing for 2022:

1. Your brand’s Instagram profile performance is being reviewed
2. Uses the power of hashtags to reach millions of new potential buyers
3. Concentrate on increasing the engagement rate
4. Adapt your Instagram marketing strategy to your specific audience using advanced analytics and automation

Still, have Instagram marketing questions? Post them in the comments section below.

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The issues that data-driven advertisers value have reached the C-suite in the retail revenue report.

From retail media revenue to first-party data projects, retailers are going through a transformation for a more digital future. And when you compare Messi to Best Buy to Albird to Target to Express, there are many similarities between retailers.

This week on The Big Story, we talk about senior editor James Harther’s retail rundown and how it relates to two more big trade stories this week: Google’s latest shopping product release and InstaChart’s announcement that, for the first time, it has started serving other retailers. Sites and apps.

Advertising from many retailers’ POVs is “margin management” or a way to keep the price of your Walmart (and Amazon) products low. How to value ad messages for driving home?

Then, we talk about Elliott Management’s deal to buy Nielsen for 16 billion. Just before coming to the fore, the deal will probably become a question mark in the minds of many TV ad buyers. And what does this mean for the future of TV currency and alternative measurements? Although the deal will take some time to close, Nielsen still doesn’t count.

People might like to say that data is the new oil, but no business is regulated on digital platforms like the old-school oil companies.

Legislators and law enforcement agencies on both sides of the aisle and around the world agree that it is time to rewrite the rules governing competition for the new Internet age.

“The unique features of digital technology have ushered in new market dynamics and business strategies for which we need to update our outlook,” said Lina Khan, chair of the Federal Trade Commission, speaking at a no-confidence motion in a room of her European counterparts on Thursday. Charles River Associates, a global consulting firm based in Brussels.

The European Union passed the Sweeping Antitrust Act last week in the form of the Digital Markets Act, which has the Big Tech platform directly on the crosshairs.

The new law prohibits large platforms from consolidating data sources without explicit opt-in, restricts self-preference across all services, requires interoperability between messaging apps and generally aims to control “gatekeepers” by forcing them to engage in fair business practices.

The United States follows the EU in terms of federal antitrust laws, but there are now multiple antitrust bills around Congress that are supported by bipartisan politicians, including Sen. Amy Kloboucher (D-MN) and Republican Ken Buck (R-CO).

One such bill, the American Innovation and Choice Online Act, aimed at preventing companies such as Amazon or Google from bundling or liking their own products, was publicly supported by the judiciary on Monday.

Frame work

Jonathan Canter, assistant attorney general in charge of the DOJ, said the legal framework that enforcers have relied on for the past three decades to build trust cases was based on precedents and economic theories while the U.S. economy still revolves around factory smokestacks and linear supply chains. Was. Department of Disbelief.

While some of those precedents may still apply in certain cases, Canter said the underlying rules of the business have changed, and if enforcers don’t roll with those changes, “we’re missing the boat.”

“We should focus on competition rather than a theoretical model of what anyone thinks competition looks like,” Canter said.

There is a movement towards the application of modernized distrust. The DOJ and FTC announced in January that agencies would rewrite their consolidation guidelines to reflect today’s market realities. An important consideration to consider is that price control – often the only metric that a regulator can legally use to define monopoly power – makes no sense when we talk about free consumer products such as social media platforms and search engines.

Facebook bought Instagram for 1 1 billion almost 10 years ago when the photo-sharing app had only 13 employees, and the FTC cleared the deal without any objection at the time because Instagram was free and pre-revenue, as it still had no ads. The commission is now suing Facebook for trying to acquire and release both Instagram and WhatsApp. The FTC did not stand in the way of buying Facebook’s WhatsApp in 2014.

Current M&A guidelines have not been updated for over 12 years.

Power tools

But distrust enforcers don’t just need new tools; They need a new mentality.

To be effective, Khan said, would require “more than just bringing a huge structure.” Applicants need to study the market and understand the business incentives that motivate companies to act like them.

Sometimes, though, a company’s operations, especially those taken by big tech platforms, are quite transparent – and not in a good way.

Their lobbying efforts could be perfectly ridiculous, says Rep. Buck practically attended the Brussels event from his office in Washington, DC

“It’s pretty ridiculous when these giant companies talk about how [antitrust] The bills we are debating in Congress are “anti-American” – we always hear them, “he said. “We are actually helping China and we will lose our leadership position in the world economy – that is utter nonsense and a lot of people here have ridiculed it.”

“These companies also make nonsense of the idea of ​​American companies – they’re multinationals and they’re looking for profit, which is good, but they don’t share American values,” Buck said. “For these organizations, any actor in the world to talk about doing something anti-American … they have no position to do it.”

Levi’s® Fresh Inspired by Fresh Produce (The Fashion Version) for Spring / Summer 2022

In the 1970s, Levi’s published a collection called Fresh Produce, which inspired, well, production. And since we all love fresh fruits and vegetables, Levi’s® thought, why not bring it back, with just a fresh (for irony) 21st century spin. Introducing Levi’s® Fresh for Spring / Summer 2022, a beautiful range of colorful choices featuring dyes derived from natural sources, including plants and botanicals.

Traditionally, natural-based dyes have created more earthy-tone colors, but with Levi’s® Fresh, we’ve applied new dyeing methods that have been able to create vibrant, ice shades of peach, lavender, pink and yellow. And all in a mixture of both yarn and colored pieces of clothing.

Fresh collection dyes come from one of three natural sources, including non-endangered or non-endangered plants যেমন such as extracts of madder roots and natural indigo-agricultural by-products যেমন such as food waste এবং and minerals such as clay, carbonate, and natural oxides. These dyes were specially formatted so that less auxiliaries were needed, without compromising on color fastness or aesthetics, resulting in an innovative, durable pigment process. All pigments in the collection contain at least 50 percent plant or mineral ingredients.

Mobile ad exchange cargo attention acquisition platform Parsek Media has acquired.

The deal reflects Cargo’s focus investment as an effective metric for post-cookie mobile advertising, said Cargo CEO Harry Cargman, who declined to share how much he paid for the assets.

On the way out of cookies, this is a good time to adopt a new currency that allows brands to buy ads based on cost per second instead of CPM, Cargman said.

Kargo now owns the rights to Parsec’s “politely interrupted” screen-takeover mobile ad format, which inserts a video or display ad on the body of a web page that users can see as they scroll through the page. The ads are sized to take up most of the screen of a device while they are visible, and users can continue scrolling to remove the ad from their screen.

And Parsec gets tech stacks designed to measure and package attention-grabbing data for sale to cargo advertisers, says Mark Goldman, Adelaide’s founder and CEO.

Parsec Media launched Adelaide in 2019 as a performance tool for brand marketing and later turned it into its own company with the same ownership. According to Goldman, the decision to sell Parsek’s assets was driven by the need to separate Parsek’s media-centric business from Adelaide’s measure-centric business.

“We understand you can’t really run media and measure under one roof. Our desire was to focus on measurement, ”Goldman said.

Cargo Parsek’s technology will be used by advertisers to create its offer for purchases versus seconds of on-screen exposure, Cargman said. Cargo’s cost-per-second metrics will include third-party verification from providers such as Oracle’s Total Analytics.

The built-in code requires an integration from the publisher side and allows non-standard, non-IAB ad formats to be served programmatically on the open web. When an ad is served, the code triggers an event to measure how many seconds the ad stays on-screen. The code also triggers third-party verification engines

“Most advertisers want a trusted third party to verify if they’re going to pay you based on some type of currency,” Cargman said.

The technology that Cargo is buying also includes an optimization engine to test A / B cost per second of different ad placements against each other. A machine learning algorithm will weigh a variety of factors, including the creative approach itself and goal setting parameters, such as the presence of first and third-party cookies, time of day, IP address, and context, to determine the best way to drive attention. Outcomes can be measured by total exposure time, average exposure time, and other attention-based metrics.

“Cookies and behavioral targeting are going away, so advertisers are looking for new ways to prove they can get results,” Cargman said.

Cargo expects to complete the integration of Parsek’s technology into its business in the next three to six months.

Parsec’s spinoff company, Adelaide, will continue to operate as a separate brand and maintain ownership of an ownership metric that it operates under the name AU or “Attention Unit” metric.

All of Parsek’s assets that were not acquired by Cargo as part of the deal – including its 25 employees – will be exploited in Adelaide, Goldman said. It will also continue to act as a third party attention measurement partner for Adelaide Cargo.

Parsek is the third acquisition of Cargo in less than three years. Cargo bought Rhombus, an advertising technology company focused on targeting social embedding in articles, in August 2020, followed by StitcherAds, an online retail advertising company, late last year.

“On TV and videoA column that explores opportunities and challenges in advanced TV and video.

Today’s column is by Matt Krepsick, Chief Technology Officer Quotient.

Proponents of addressable TV call it the future of advertising – a world where marketers can better target their viewers and rely on rigorous data to communicate their marketing plans. This is a wonderful theory, but the reality is a little less pink.

Despite the great promise, addressable TV is still a product that has been around since childhood. And there is still a long, long way to go to rely on advertising addressable TVs as a brand-building asset to sell products.

This evolution not only requires a deeper, more subtle understanding of how addressable real works, but it also calls for more smart data.

Understanding OTT opportunities in addressable TV

Work on the address TV has been going on for a long time. The model of the classic linear TV spray-and-prep ad showed its age as the Internet matured. Case in point: You can guess who is watching by looking at age and gender, but you never know for sure.

The evolution of the data-driven addressable linear seeks to build on this legacy of age and gender by overlaying visitor-based features from the digital ecosystem. However, the irony of this approach is that it does not allow brands to reach their customers uniquely. It simply highlights the size of the total viewing population, which may not fit perfectly into their audience definition and gives the illusion of addressability.

Also, there is no way to tell if the person watching the TV ad was actively engaged, the consumer you want, their spouse or children – or, if the TV was playing in an empty room, they probably had dogs or house plants.

The real promise in addressable TV is in the over-the-top (OTT) space. Because the service is connected to the Internet, OTT ads can be stored in the cloud or on a server, providing an unlimited number. However, as OTT ads become more targeted, content providers do not always have the best idea of ​​pacing. As a result, consumers may see the same TV ad multiple times in a row, resulting in excessive saturation and wasted marketing budgets. Worse, since all of these services are privatized, there is no centralized exchange to reduce frequency.

Data is not enough; It has to be smart

What does it take to reach the full potential of addressable TV? For now, advocates of addressable TV maintain their recommendations based on big data taken from viewers’ personal activities. What they won’t tell you is that the TV viewership data they are studying is unlikely Smart Missing pieces of information and that.

With addressable TV, there’s no way to know who’s watching the screen – even by setting up different profiles on the services. During the epidemic, co-philosophy rose 40%. It does increase audience size, but it also raises questions about who is watching and who the brands are trying to reach.

The hype surrounding this relatively new form of marketing is not entirely wrong. Audience targeting in the TV space has certainly improved in recent years, but it is important not to confuse vision with reality. The TV still has a long way to go before it can be fully – even actively – addressable And some brand categories are more suitable for addressable advertising than others (especially those that have a crystal-clear definition to the consumer audience).

The path to addressability has been paved with smart data

There’s only one tool in the television toolbox, and it’s a pretty blunt instrument. To persuade a consumer to take action, you need to give them additional follow-up action. Whether it’s getting their phone out, looking for a website, or going to a store, it needs a level of context that is not currently available or properly tracked in today’s TV landscape. At the moment, even about its most functional, addressable TV brand building.

So, the big question is: can addressable TV surpass TV and motivate consumers in real-world action? The answer remains to be seen.

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