Experian Identity and Syndicated Audiences Integrated in Samsung DSP
Collaboration is essential in the fast-paced world of advertising to stay up to date with the ever-changing behaviors of consumers. Experian and Samsung Ads have teamed up to tackle this issue. To improve programmatic advertising efforts, Samsung Ads and Experian have announced a partnership that will integrate Experian’s identity and audience data into Samsung’s DSP. Better-targeted campaigns, creative ad spends, increased campaign attribution, and reliably safe branding opportunities are anticipated from this combination of resources. With the help of this partnership, marketers will be able to produce impactful and captivating content that appeals to the right audience at the right moment.
Samsung Ads-Experian Partnership
Through this new partnership, Samsung Ads and Experian promise to maximize the reach, effectiveness, and efficiency of advertising campaigns by combining the knowledge and precision of both companies. Marketers will have access to a smooth, effective tool that will guarantee that their messages are seen and resonate with target audiences, resulting in significant interaction and quantifiable results.
Samsung DSP
To improve campaign targeting and advertising personalization, Experian’s identity capabilities and syndicated audiences have been integrated into Samsung’s demand-side platform (DSP). The Samsung DSP is renowned for its advanced targeting abilities, which combine contextual targeting with data-driven strategies, and the ability to reach addressable TVs. With easy access to Experian’s audience segments and consumer insights, marketers can anticipate a notable increase in the impact and relevance of their advertising campaigns.
Read More: PubMatic Announces Groundbreaking Data Collaboration with Experian
Orchestrating reach and precision
With the help of Samsung’s extensive global reach, the Samsung Ads suite of advertising solutions offers advertisers unparalleled chances to interact with consumers on all screens at all relevant times, yielding significant and measurable outcomes. Combining Experian’s comprehensive data on households and individuals with Samsung Ads’ ACR viewership data from millions of devices allows for more precise targeting, which can be used to allocate media investment to drive better engagement, conversion rates, and return on investment (ROI) while reducing waste.
Samsung DSP key features
According to Samsung Advertising, more complexity is not necessary for smart advertising. Every user-friendly feature of Samsung DSP is designed to simplify media once more, allowing advertisers to more successfully reach their audience across all screens.
Addressable TV
By providing tailored content to particular households, addressable TV elevates and personalizes traditional viewing experiences while increasing interaction and connection.
Contextual targeting
Increases the relevance and impact of advertisements by putting them in context with related content to foster audience engagement.
Worldwide reach
Handle the digital landscape with dexterity. It can provide content to millions of users on a variety of platforms and devices in brand-safe settings.
Targeting based on data
Integrate Experian’s insights with Samsung Ads’ unparalleled proprietary device data to convert global reach into unique customer engagement.
Read More: Samsung Ads Partners with Brightline To Boost CTV Advertising
Benefits for advertisers
Improved audience targeting
Marketers can develop highly targeted campaigns that reach the right audience at the right time. They can utilize Experian’s syndicated audiences and Samsung Ads’ ACR data. Campaign performance can be significantly improved as a result, with higher engagement, conversion rates, and ROI
Optimized ad expenditures
Experian’s data can be used to identify and avoid audiences that are unlikely to be interested in the products or services. It can thereby reduce ad waste. This can assist in making the most of the funds allocated for advertising.
Enhanced attribution
Advertisers can gain a deeper understanding of the consumer journey. They can monitor audience interactions with advertisements across various platforms and devices. Campaign optimization and overall performance can be achieved with the help of this data.
Brand safety
With Samsung Ads’ brand safety solutions, advertisers can guarantee that their ads are shown in secure and safe settings. This aids in preserving the integrity and reputation of the brand.
Here’s what they said
Chris Feo, SVP, Sales & Partnership, Experian said,
Navigating the dynamic landscape of digital advertising requires innovative solutions and strategic collaborations. This partnership with Samsung Ads exemplifies our commitment to empowering advertisers with data-driven insights that reach and resonate with audiences. With Experian Marketing Data directly accessible within the Samsung DSP, advertisers are equipped to orchestrate campaigns with unprecedented precision and impact, marking a significant stride in personalized advertising.
Alex Boras, Platform Lead, Samsung DSP added,
The new partnership between Experian and Samsung Ads is an exciting development for advertisers as they look to maximize the effectiveness of their marketing campaigns. With hands-on access to Experian’s identity solution and audiences directly within our platform, Samsung DSP, advertisers can now better address their most important audiences on the screens they use most.
Read More: Samsung Ads and Epsilon Partner for First-Party Data Advancements
FreeWheel and OrkaTV Announce Partnership for FAST Channel Market
FreeWheel, a global technology platform for the television advertising industry, and OrkaTV, the top streaming TV marketplace, announced their partnership to give marketers a new option for purchasing advertising in the rapidly expanding free-ad-supported streaming television (FAST) market. Through this partnership, OrkaTV’s streaming TV marketplace will offer more than 3,500 FAST channels to advertisers using FreeWheel.
FAST Ad Inventory
Access to a more varied pool of FAST ad inventory will be the end result. Thus, the market for such ad inventory will become more in demand. More precise contextual advertising and targeting capabilities are another important aspect. At the moment, advertisers can bid on inventory to guarantee that ads are positioned correctly thanks to metadata capabilities. But occasionally, the metadata is inconsistent or absent. By means of OkraTV’s value-added tech layer, the two companies are tackling this problem. OkraTV makes sure the ad buyer has access to consistent contextual video data that can be mapped to relevant audience segments. To reach their well-defined demographics, advertisers can then enable buying through FreeWheel to target consistent channel names.
Read More: Reshaping Mobile Advertising: AdScholars at E4M Screenage Summit
Benefits of the partnership
These new features are being introduced by FreeWheel and OrkaTV to give marketers greater reach and scale in identifying and locating new audiences in the quickly expanding FAST space of today. 3 out of 5 FAST buyers are currently using the medium’s niche programming to target specific audiences, and 84% of advertisers plan to increase spending in this sector in 2024, according to a recent Xumo and Comcast Advertising report. This final component is crucial for advertisers, but it’s getting harder to achieve as viewing habits in a disjointed and complicated media landscape keep changing.
Here’s what they said
Emily Bromley, VP, Growth, FreeWheel said
Improving the viewer experience is a top industry priority for us and this new partnership with OrkaTV will help pave the way for that. With this new integration, advertisers can better reach target audiences at a granular level, while engaging and capturing their interest with a new array of premium FAST channels.
Mike Woods, Founder and CEO, OrkaTV added,
It’s an exciting time to be in the FAST space. With new channels and a growing stream of audiences tuning into this sector, we wanted to create a new way to give advertisers what they need to maximize the impact of their campaigns, while bringing the scale, reach and efficiency of TV to FAST.
Read More: PubMatic Integrates with FreeWheel, Expands CTV Ad Inventory
Equativ Partners with IRIS.TV for Enhanced Contextual Ad Targeting
The world’s top independent ad platform, Equativ, has officially partnered with IRIS.TV, the only data platform designed specifically for organizing, connecting, and enabling video-level data. Through the collaboration, a new marketplace will be able to provide brand-appropriate, contextual ad targeting for online video and CTV advertising using IRIS_ID’s smart content identifier, IRIS.TV. Equativ takes pride in its brand- and privacy-safe approach to optimizing ad impact while upholding customer rights. Media buyers will be able to use publisher-declared content, AI-assisted contextual targeting, and metadata. It will guarantee that advertisements are shown next to the content that is most appropriate for their audience and brand,
What is IRIS_ID?
For video-level data, IRIS_ID is a global content identifier. Outside of fenced landscapes, it is utilized by the IRIS.TV Contextual Video Marketplace to enable marketers to target the topic of video across any screen in real-time and at scale. An IRIS_ID is given to a video when it is ingested into the IRIS.TV Contextual Video Marketplace. After that, this identifier is sent to several data partners via the bid stream, where they utilize it to evaluate the video content and supply contextual information. Buyers use this information to assess whether inventory is appropriate for a particular campaign. IRIS_ID is a useful tool for publishers as well as marketers. It benefits publishers by acquiring more revenue from their video content and enables marketers to reach their target audiences with relevant ads.
Premier Full-Stack Integration for contextual targeting
It is IRIS.TV’s first full-stack partnership. Equativ’s advanced ad server, supply-side, and demand-side platforms (SSP and DSP) can now use granular video-level data thanks to the partnership with IRIS.TV. Equativ will establish a new marketplace through direct integration where publishers will have easier access to demand from media buyers and be able to easily integrate the IRIS_ID to provide contextual ad targeting that is appropriate for brands for online video and connected TV (CTV) inventory. By leveraging comprehensive insights about on-screen digital content, the smart content identifier facilitates secure data sharing and makes it simple to effectively drive relevant advertising.
Benefits of the partnership
- Simplified and safe revenue generation- The IRIS_ID gives publishers a shared data signal that they can use to boost CTV and video ad revenue while keeping strict control over their priceless assets.
- Smart contextual targeting- Ads are positioned next to content that is most appropriate for their audience and brand when media buyers use AI-assisted contextual targeting, which is twice as effective as demo and publisher-declared content metadata.
- Scalable deal configuration- This refers to the flexible ability to optimize and arrange multi-publisher deals in the manner that buyers desire. This is all while creating distinct deal IDs that are easily obtainable by any DSP of their choosing.
- Strict guidelines- Data management procedures adhere to the same standards as large display advertising. These include brand suitability segments created in accordance with the Global Alliance for Responsible Media (GARM) framework. Furthermore, it ensures compliance with the Video Privacy Protection Act (VPPA).
Read More: Equativ Partners with Utiq for Ethical Programmatic Marketing Practices
Privacy-by-design solution for publishers
The privacy-by-design solution offered by IRIS.TV enables publishers to safely share video-level insights with advertisers. It assigns an IRIS_ID—a universal content identifier—to each video after seamlessly ingesting and normalizing all of the metadata for that video. Data partners have access to this IRIS_ID. These include Pixability, Oracle Advertising, and GumGum’s Verity for advanced enrichment and segmentation that is enabled by AI frame-to-frame analysis. Publishers can pass the IRIS_ID into the bid stream through Equativ’s platform. It will allow flexible programmatic transactions via direct, private marketplace (PMP), and pre-bid deals.
Deprecation of third-party cookies
This collaboration occurs at a time when persistent changes in data access and usage are shaking up conventional methods of digital media buying and monetization. The impending removal of third-party cookies in 2024, along with growing data privacy regulations, is making more contextual-based solutions necessary. Contextual approaches that can provide consumers with more engaging and privacy-compliant ads are becoming more and more popular. Brands, agencies, and advertisers are realizing how important it is to investigate alternative data sources. This is especially true in the rapidly expanding CTV space.
Here’s what they said
Sean Holzman, EVP, Ad Platforms and Agencies at IRIS.TV commented,
Accessing content data at the video level has been a major challenge for many contextual intelligence solutions looking to enter the video and CTV arena. The IRIS_ID is engineered around solving this issue and supporting an open ecosystem where video owners, distributors, and advertisers can tap detailed video-level data to deliver the right ads in the moments that matter. By integrating the IRIS_ID with Equativ, we look forward to providing advanced ad decisioning capabilities that are unique in the marketplace. This integration will also enable players across the industry to access and connect to high-value and privacy-centric data. This access will help them achieve deeper audience understanding and, ultimately, provide a better user experience.
James Grant, SVP and Head of Agency & Enterprise CTV Partnerships at Equativ added,
Maintaining addressability is essential to not only accelerate growth in the CTV space but also help protect its future viability. While subscriptions are becoming an important element of monetization strategies, the exploding popularity of FAST platforms means there is a growing need for technologies that help supply and demand side players connect and trade efficiently. We are committed to constantly honing and extending our CTV capabilities, developing contextual and curation tools that fuel greater yield without relying on cookies, and moving to become an ID-agnostic platform. Working with IRIS.TV to access content signals via the IRIS_ID is the next phase of that progression, which will bring a rich new avenue of data to make ads even more impactful.
Read More: Equativ Incorporates NinaData for Enhanced Contextual Targeting
Advertisers Embrace Programmatic Advertising As Cookies Decline
The use of unreliable and mostly independent third-party cookies is coming to an end. What the industry does next is currently up for discussion. While some solutions will look at the context of a webpage, others will concentrate on interest, and some will try to develop a widely used but privacy-first ID system. Over the coming year, the majority of advertisers and agencies want to increase their programmatic spending while third-party cookies continue to be phased out. About 58% of advertisers are unprepared to operate in the cookie-less world, according to Warc’s research. The cause is cited as a lack of practical knowledge of how their work is still impacted by evolving privacy laws. Additionally, the report noted that more than 60% of marketers have reservations about reaching audiences without the use of third-party cookies.
Cookies Phase Out Story Until Now
Google stated that it would stop enabling third-party cookies in the Chrome browser in 2021. Other browsers rapidly followed suit after this. The advertising industry was rocked by this news, leaving marketers unsure of what to do next. However, companies are recognizing the chances to monetize the advertising industry through their ecosystems, despite any potential downsides. Advertisers realize the advantages of properly framing their advertising and connecting with people by meeting their requirements. Additionally, they can guarantee user data security and foster transparency. By enabling end users to place more trust in companies, the improved security has enabled advertisers to forge closer connections with consumers.
Around 95% of the web is expected to anonymize with the phase-out of third-party cookies. It has greatly increased prospects for new ecosystems to arise by leaving a vast hole on the internet. However, due to several unanticipated circumstances, the phase-out was extended until 2023. The UK and the EEA’s revised privacy laws, Google’s testing of the Federal Learning of Cohorts (FLoC) and Privacy Sandbox, and a high level of user demand for enhanced transparency are the causes.
Google is now planning to roll out this modification gradually, starting with 1% of Chrome users in early 2024. Developers will be able to evaluate their preparation for the wider shift during the initial phase, which will act as a practical test. A considerable change in advertising tactics is necessary as a result of the deprecation of third-party cookies. Adversaries need to investigate alternatives to specific user tracking for targeting and measurement. It is advised to negotiate the change by utilizing first-party data, investing in contextual targeting, and working with business partners.
Read More: End Of Third-Party Cookies, What Is There For Marketers: Takeaway!
The Current State of the Programmatic Landscape
Over the previous few years, programmatic ad spending has doubled due to exponential growth. Programmatic advertising has become a major role in the dynamic world of ad technology. Since its introduction, it has been significantly advancing the advertising sector. The buying and selling of ad inventory has been streamlined and made more effective than ever thanks to its automation features. In 2023, as we reach the halfway point, a few things have changed. Advertisers should keep a close eye on a number of programmatic advertising trends to maintain an edge over rivals.
Examining Possible Replacements for Third-Party Cookies
Cookies are being resisted due to privacy issues. Publishing companies must therefore prioritize identifying options for the third party. However, research from Adobe claims that 74% of users still rely on third-party cookies, and this is worrying. However, according to a different survey, 41% of marketers still think that removing third-party cookies will be one of the most difficult tasks. Therefore, in order to prevent any interruptions to their advertising campaigns, marketers will need to find alternatives to third-party cookies.
Growth of DOOH
In the years following the pandemic, offline buying has increased. More and more individuals are going to physical stores to make purchases. The recent boom in programmatic advertising is unrestricted by cookie regulations. As a result, marketers ought to concentrate on billboard advertisements. People’s interactions with offline advertising are vastly improving. This includes interactive display ads, 3D billboards, and more. The amount spent on digital out-of-home (DOOH) advertising in the United States will increase by around 11.4 percent to almost 2.94 billion dollars by 2023, predicts Statista. This represents more than one-third of the yearly expected OOH ad spending in the US. For the first time ever, in 2023, DOOH ad expenditure will surpass the pre-pandemic spending recorded in 2019. Additional digital screens are appearing for advertisement across the nation. Programmatic strategy is well-positioned to secure a significant chunk of this spending in the upcoming years.
Building programmatic efficiency with AI and ML
The application of AI and ML is a further development in the field of programmatic advertising. Both advertisers and publishers can greatly profit from these technologies. With the help of AI, publishers can better understand their audience, increase user involvement through tailored recommendations, and automate the generation and optimization of content. This leads to scalable presentation and better comprehension. On the other side, AI and ML can quickly analyze vast amounts of data for advertisers. Campaign targeting and automation are now more successful than ever.
The growth of video advertisements.
The popularity of video commercials is predicted to skyrocket. According to Statista, expenditure on video advertising is anticipated to reach 176.6 billion dollars by the end of 2023, growing at a CAGR of 6.80%. The average ad expenditure per internet user in the market for video advertising is anticipated to be 33.13 in 2023. Additionally, connected TV spending is estimated to amount to $30 billion. Furthermore, with better-quality inventory and more straightforward measurement, programmatic video is becoming a more premium medium. Programmatic video is leading the way toward a more creative, targeted, and interactive advertising environment. In general, video advertising is growing rapidly in programmatic advertising.
Read More: And Google Does It Again, Delays Phaseout of Third-Party Cookies
Programmatic advertising without third-party cookies
Programmatic advertising has historically used third-party cookies to target particular audiences. However, the ability of marketers to follow and target audiences on the web is declining due to the gradual decline of the third-party cookie and the adoption of new privacy rules. Programmatic ecosystem scaling has also resulted in the expansion of innovative channels, including connected TV, gaming, programmatic audio, retail, and digital out-of-house.
There is a rush to define what a cookie-less future might entail with third-party cookies on their way out. Programmatic advertising will change, but its status as a crucial tool for digital marketing will endure. In 2023, Statista expects that programmatic ad spending will surpass $550 billion globally. And as technology develops year after year, programmatic advertising remains an interesting field thanks to improved software and algorithms.
According to a report, Dentsu predicts 28% and 15.2% growth rates for retail media and CTV in 2023, respectively, in emerging digital sectors. Additionally, programmatic advertising will account for 71.4% of all digital spending, an increase of 14.4%. According to a different survey by IAB Europe, 74% of advertisers, 80% of agencies, and 68% of publishers anticipate that investments in programmatic trading would rise over the ensuing 12 months. In addition, CTV has become the main growth sector, with more than 50% of stakeholders linking it to the acceleration of programming growth over the coming year.
Controlled first-party cookies are prominent in programmatic advertising trends since Google still permits first-party data. It is fantastic for locating the correct audiences on the appropriate platform at the appropriate moment and for contextual advertising. From 2023 to 2035, contextual marketing is expected to grow by 18%. However, to maximize results and ROI, marketers are playing a smart game with the distribution of their ad spend budget.
Image credit- AdMonsters
Read More: Relief To Advertisers As Google Postpones The Elimination Of Third-Party Cookies Till 2023.
Challenges facing post-third-party cookies arena
However, advertisers still experience difficulties. Lack of consistency is the biggest challenge brands face in managing media networks. They claimed there was annoyance with the quantity, caliber, and uniformity of data and reporting offered by each channel. This increased the brand teams’ efforts and made cross-platform comparisons challenging. The “walled-garden environment” that companies encounter when operating within the ecosystem presented advertisers with their second issue. They remain in the dark regarding their activations, which makes it difficult to maximize their deployment and return on investment. 44% of advertisers reported this problem.
Advertisers continue looking for alternatives to third-party tracking cookies, as cookies completely phase out starting in 2024. They are also investigating more contextual and interest-based targeting models. They include those based on images, audio, location, content sentiment, time, and weather. Additionally, they are working more closely with publishers, platforms, and tech suppliers to take advantage of shared data and insights as they push further to gather first- and second-party data to learn more about their customers. They have, however, also made several cautions about the expansion of programmatic channels.
The demise of third-party cookies marks a critical turning point for the industry. Advertisers are reacting to the novel situation. They now need to adopt cutting-edge tactics and technology to respect consumer tastes and confidentiality while retaining useful functionality. This will turn out to be the real test for them to tap into their creative side!
Read More: Google’s Phasing Out of Third-Party Cookies: A Paradigm Shift in Digital Advertising
