Adform and Digiseg offer a new ad tool for Saudi Arabia advertisers. Adform and Digiseg have formed an exclusive seven-month partnership in Saudi Arabia. Adform is a global, independent, and fully integrated advertising platform built for modern marketing. Digiseg, on the other hand, is a global provider of cookie and ID-free audience data, which helps advertisers reach their target audiences without relying on third-party cookies.
As part of their partnership, Adform’s clients in Saudi Arabia will access Digiseg’s unique audience data that segments entire countries into 100-500 household neighborhoods This data includes information about home type, life stage, household income, and more. This data is unique because it is privacy-compliant and does not rely on cookies or deterministic identifiers like UUIDs or MAIDs. Advertisers can use this cookie-less data to better target and personalize their advertising campaigns across various display, video, and mobile channels.
As quoted by Campaign Middle East, Mazen Khalil, Account Director at Adform said,
“Our exciting partnership with Digiseg will give our clients in Saudi Arabia unique cookie-less data capabilities. With Digiseg’s data, we can help our clients better understand their audiences and deliver more effective advertising”
The partnership between Adform and Digiseg is significant because it highlights the increasing importance of privacy-compliant audience data in the advertising industry. With the impending demise of third-party cookies and increased focus on privacy regulations, advertisers need alternative solutions to reach their target audiences effectively. This partnership will give advertisers in Saudi Arabia a new tool to improve their campaigns. Using Digiseg’s household audience data, brands can reach relevant audiences more effectively with higher conversions and improved cost efficiency. Advertisers can use this data to target their desired audiences with precision and accuracy, resulting in more effective campaigns.
Interesting Read: The Adtech Landscape in 2023
For years, brands & marketers have been using 3rd party cookies & tracking pixels to track website visitors, improve the user experience, and collect data that helped them target ads to the right audiences. However, now this is going to change forever. Digital tracking capabilities are more restricted than ever. Third-party cookies are already redundant on browsers like Safari (iOS devices) as well as Firefox and now Chrome will discontinue supporting them from 2023. All apps on iOS require consent from the user to be able to track/monitor them. Law enforcement bodies across the globe are laying strict rules and guidelines for advertisers to restrict online tracking to avoid misuse of any PII (personally identifiable information) data. And above all the growing use of ad blockers by internet users restrict the data flow from one server to the other.
While this is progressing in the right direction as far as protecting users’ online privacy is concerned, on the flip side, these changes are taking digital marketing measurement back to its initial years. Back then, the digital infrastructure was just evolving and the most an advertiser could track from their digital marketing was how many people did they reach, how many impressions were delivered, and how many clicks/interactions came through. A major disruption in digital marketing came almost a decade back with the introduction of remarketing which was built on the back of third-party cookies and along with that followed a whole new eco-system of digital marketing attribution. Now marketers have complete visibility on who came to their website, from what source, using which device, which page of the website they dropped out, what products did they buy & finally retarget them with ads based on their interaction on the website. And the business world was only getting used to how sophisticated they can get when it comes to running as well as tracking their digital marketing campaigns when the lawmakers and the big tech giants decided to overhaul the system all over again.
So, let’s stop for a minute and imagine what the worst-case scenario would be – that all tracking goes away completely no more google analytics, no more data from Facebook you would have no idea who’s coming to your website, who’s buying your products or services, all tracking would be eliminated. How do we survive this situation & what should we do today to prepare ourselves if and when tracking starts to be depreciated? As per the latest update from Google, it will delay the deprecation of third-party cookies on Chrome by another 2 years or so. Therefore, it’s very important to use this time to have a strong plan to transition from what we call deterministic marketing to more probabilistic marketing.
In deterministic marketing, you can be 100% sure that John came from Facebook and brought a hat on your website. Probabilistic marketing on the other hand, only lets you know with a high degree of certainty that someone came from a particular channel or the probability that the user has certain attributes. Having said that, probabilistic marketing has its pros and cons. One of the best things about working in a probabilistic environment is that it’s going to work regardless of what they do to tracking. So, if we can start to train ourselves to rely on probabilistic data today and start to transition how we think about marketing into a probabilistic thought process we’re going to succeed when the big tech players continue to ratchet what tracking is available to us. Another advantage of probabilistic marketing is that it will still allow us to make optimization across all the channels and across various audiences so even if we don’t know specifically that John is John, we can still make a determination about the probability that John is John and that the audience that describes John will behave in this way. Another merit of a probabilistic marketing environment is that it really forces us to focus on the bigger picture without getting too far down in the weeds looking at individual landing pages, conversion points, customer journey, etc. We get to take a step back and analyze across all channels, landing pages, assets & customer journey what’s working well and what levers can we pull in order to increase the campaign performance. Working in a probabilistic environment will allow us to have access to campaign insights much faster as compared to that in a deterministic environment. In a deterministic setup, we need to track every single point of contact, know where the customer is in the journey, where they came from, have cross-device tracking, and all other aspects of tracking put in place perfectly. In a probabilistic setup, we just make assumptions and get close to similar results. It’s not going to be perfectly accurate, but the net results will resonate with what one would expect from having a perfect deterministic marketing setup.
However, not everything about probabilistic marketing is good. At its core, the data itself is less accurate. It is not as scientific as a deterministic marketing approach. A big drawback is that we lose the individual customer journey. All these journeys are grouped together into a probabilistic journey, but we can’t zero in on John to find out exactly what John did, how long he spent on each page, etc. If John comes in and he’s a top customer who did everything right and we want more Johns it’s pretty hard to determine exactly the steps that this one individual did so that we can get more of that customer. Instead, John is lost in the population of other people of who some were good, and some were bad but they weren’t all Johns and so with probabilistic attribution we lose that ability to get down to the individual level to know for certain what each person did. Another demerit is that as consumer preferences change and traffic on the website starts coming from a new source, the system needs to re-learn what this new traffic source is, how well is it converting, and then update the overall probabilities across channels. This disrupts the learning established so far and, in a way, resets the whole attribution pattern all over.
Therefore, to have an accurate attribution or to improve our marketing campaign with higher accuracy based on data, we need to rely on quality data. And typically, that is our own first-party data. We should start creating our own first-party universe and if we are successful in doing so, we should be able to thrive in today’s environment but also be future-proof in the event that cookie tracking goes away. As an immediate step, we should start capturing customer information by incentivizing the visitors on the website to register or login before they are able to access full content on the website. Once we build our own first-party data, we will not be reliant on the likes of Google, FB, and Amazon to target the right audience and get a better return on our advertising spends.
This guest post is written by Suparshv Chopra, Director of Digital Media at Serviceplan Group, Middle East.
Brightcom, a publisher-side platform, is partnering with Intent IQ, an identity verification company. This will allow Brightcom to take advantage of Intent IQ’s bid enhancement service. It aims to better identify IDs in a cookieless environment, leveraging and maximizing monetization for Brightcom’s publishers’ portfolio.
Details: With this partnership, Brightcom Group intends to enhance its bidding capability in RTB and programmatic advertising environments. The loss of cookies in browsers makes it increasingly difficult to target online ads. Therefore Intent IQ’s identity device graph will aggregate Brightcom’s publisher SSP and DSP IDs into one Intent IQ Person ID. It will do this while returning partner SSP and DSP IDs when those are missing. CEO Etai Eitany stated that Brightcom is known for its ability to help site owners and applications generate revenue across a variety of devices and environments, such as display, audio, and video.
Intent IQ is a subsidiary of AlmondNet Group that holds 150 patents mostly related to ad targeting. The company currently uses first-party ID clustering as part of its targeting process. First-party IDs are grouped into interests, or mobile app IDs are grouped into devices visited by the browser. Intent IQ supports third-party cookie and cookieless environments, such as Safari and the future Chrome.
What’s ahead: eMarketer reports that US advertisers spent 41.2% more on programmatic display ads in 2021—the biggest annual increase since 2016. It is expected to reach $141.96 billion in 2023.
In spite of lingering uncertainty as third-party identifiers are slowly phased out, programmatic advertising is booming. It is expected to provide the required transparency to the marketers for their campaigns, especially in a cookieless environment. This works only if advertisers know where their ads are appearing and what kinds of audiences see them. Therefore, programmatic advertising can gain ground when advertisers, ad tech platforms, and publishers work together for a new normal.
Publicis Groupe has bolstered its retail portfolio by obtaining the Australian-based Software as a Service (SaaS) provider CitrusAd, which will help the company improve its marketing effectiveness on retailer websites.
This has come at a time when the company has undergone rapid development of eCommerce over the last two years.
By the virtue of this agreement, CitrusAd, which was started in 2017, will continue to function as a distinct organization while working within Publicis Epsilon’s data division to build a personal identity-based solution for retailers based on Epsilon’s existing Core-ID data product.
CitrusAd is a SaaS platform that enhances brand marketing performance directly into retailer websites, with over half of its revenue based in the United States.
Kohl’s, Macy’s, Tesco, Ocado, Lowe’s, Sainsbury’s, and Woolworth’s are just a few of the companies that collaborate with the firm in 22 countries. It also boasts that its self-serve platform is being used by 4,000 brands.
The co-founder and chief executive of CitrusAd, Brad Moran said in an interview that there had been discussions with other interested parties about the acquisition’s timing, but that the transaction with Publicis looked to be the best option.
Moran threw some light on this acquisition and said that Epsilon and CitrusAd’s partnership helps retailers to increase income by marketing co-branded assets across broader publisher networks outside of their four walls.
He further commented –
The world is moving to become cookieless, the world is moving towards walled gardens, and between us and Epsilon, we want to build the biggest walled garden in the world
Epsilon’s identification layer, Code ID, stores first-party data on customers worldwide, with 200 million profiles in the United States and 50 million in Europe alone. CitrusAd will add to Epsilon’s existing insights on online shopping and buying patterns, allowing the brand to better understand its customers and increase conversion rates.
Arthur Sadoun, CEO and chairman of Publicis Groupe said :
We are delighted to welcome Brad, Nick and the CitrusAd team to Publicis. The leading technology they have developed, coupled with Epsilon’s CORE ID will enable CPG brands to grow faster and retailers to generate new sources of revenue to win in a platform world. It will also give to Publicis a strong competitive advantage in a channel that by 2025 should surpass traditional TV spend
CitrusAd will continue to be managed by Moran in his existing capacity and co-founder and CMO Nick Paech, who will supervise 130 engineers and media professionals stationed around the world when they join Publicis Groupe.
Moran will report to Thibault Hennion, Epsilon’s head of international operations, and Jay Askinasi, Publicis Groupe’s chief growth officer.
The company said in a press statement that Panorama Id is powered by Lotame’s patented graphing technology that helps publishers unify first-party data. The single identity solution connects all types of device identifiers, customer ids, and associated user behaviors as well as privacy choices without dependence on cookies. It is freely accessible to all digital advertising players and enables advertisers to target audiences through header bidding and can cap the frequency with which a user sees the ad. It is available to all who want to use it via API, prebid, and inbound/outbound server-to-server.
For many years, advertisers online have relied on third-party data and cookies to target audiences. However, it is time for a cookieless world with major browsers phasing out the third-party cookies. To adapt to the internet to this new change, Lotame introduced Panorama ID. Andy Monfried, CEO of Lotame said,
“Third-party targeting challenges and mounting privacy regulations have created an identity crisis in digital.”
“Without privacy-friendly and people-based tools, brands and publishers can’t communicate and transact effectively in a cookieless world. If they can’t get identity right, they can’t understand or engage audiences at scale, affecting everything from customer loyalty to sales and revenue to the viability of business tomorrow. “
The Survival Of Fittest
It is essential to find a solution to identify the survival of the digital ecosystem beyond Google, Facebook, and Amazon. IAB’s report suggests that if digital tracking ended without a replacement, “there would be a shift of between $32 billion and $39 billion of advertising from the open web to the walled gardens by 2025.”
Lotame Panorama ID is the only omnichannel and freely accessible identity solution that does not depend on third-party cookies to target consumers globally. With this identity solution, marketers and publishers can:
-Protect consumer privacy: Panorama ID is privacy-friendly and compliant with a variety of regulations including GDPR and CCPA. Users will be able to opt out of Panorama ID across every digital touchpoint and device.
-Increase ad targeting accuracy and scale: Lotame Panorama ID matches attributes across devices and domains to an individual. The company says that on average a single pseudonymous ID will include 119 web and 89 mobile attributes delivering the highest accuracy, profile depth, and scale across the open web.
-Effectively measure campaigns: Lotame Panorama ID enables marketers and publishers to effectively target, measure, and deliver campaign reporting based on unique people than a cookie or mobile ID.
-Work together: Consumers are changing all the time. To reflect this change, it is important that the marketer and publisher relationships evolve along with customers. Lotame Panorama ID provides a common language or bridge to make ad targeting and delivery to analytics impactful for advertisers, publishers, and consumers.
-Increase revenue beyond contextual targeting: Publishers can use Lotame Panorama ID to go beyond the limits of contextual targeting to help marketers reach customers based on their expressed passions, behaviors, and interests across all their devices and publisher domains. This also unlocks new monetization opportunities for publishers as COVID-19 continues to impact revenue.
Andy Monfried further added,
“With our Panorama ID, we’re giving the marketplace equal opportunity to compete, improve consumer relationships, and deliver outstanding, diverse, ad-supported content across the open web and connected devices.”