The largest provider of first-party data for insights, activation, and measurement in the world, Dynata, has reached an agreement with Comcast. According to the arrangement, Comcast data will be licensed and involved in Dynata’s offering of advertising solutions. AudienceXpress, one of the companies from Comcast, uses analytics to deliver omnichannel advertising. More than 300 million people have access to it nationwide. The Effectv ad sales division and the FreeWheel platform for ad management solutions are some further brands.
Dynata-Comcast Advertising Join Hands
As a result of the agreement, marketers will be able to evaluate the success of their marketing initiatives across broadcast, cable, streaming, and addressable television for the first time using a combination of the precision and depth of Comcast’s aggregate viewership data and Dynata’s real-time survey data. By combining these solutions, marketers can measure the effectiveness of their TV advertising using a single source, agreed-upon, panel-based approach. This is compared to how well video assets perform on average across all screens and gadgets. The collaboration highlights both businesses’ commitment to advancing and quickening development in audience-based measurement across media channels. Additionally, it will give advertisers the ability to calculate their cross-screen media investment with a lot more assurance.
A compelling narrative can be created by marketers and creative experts to engage their audience and make a lasting impression. The expanded coverage of Dynata by Comcast’s representative footprint improves the stability and dependability of the inputs utilized to report effectiveness as measured by the shift in customer’s perceptions of the advertiser. A more detailed narrative about the best channels to use and how to more effectively tailor messaging deployment for the greatest engagement and lasting impact is also portrayed thanks to the wider reach.
Here’s what they said
Larry Allen, VP & GM, Addressable Enablement, Comcast Advertising said,
We’re very excited to support Dynata in their efforts to enable marketers to better measure the impact of their media investment and understand consumer perceptions, favorability, and intent. Our ecosystem is stronger when marketers and media owners have a clear understanding of how cross-media campaigns perform and how their brand messages impact consumers.
Eric Sandberg, managing director of Dynata’s global advertising solutions business added,
Partnering with Comcast to enhance our advertising solutions product suite is a strategic investment in our commitment to deliver innovative products that help our customers make practical marketing decisions through the highest quality and scalable passive television viewership data sets. This partnership reflects Dynata’s commitment to delivering customer-centric solutions that enable more accurate insights, smarter strategies, and more effective campaigns.
The Trade Desk announces new all-in-one CRM data solution Galileo at Consumer Electronics Show (CES). It aims to make it easier for marketers to act on first-party data. Galileo helps advertisers match their customer data with the content owners’ audiences in order to target more effectively. The ad tech giant has built integrations across the most sought-after platforms from CDP to cleanrooms to help advertisers match audiences using Unified ID 2.0 and objectively measure performance.
Why Galileo and how does it work?
The internet is changing and the identifiers that will stand that change is deterministic, email, and phone numbers based. Advertisers need a seamless and secure way to activate their CRM data. They also need to accurately match and measure it across publishers, channels, and devices. As part of Galileo, The Trade Desk now has direct integrations with CRM, CDP, and clean room providers, including Adobe, Amazon Web Services, Habu, InfoSum, LiveRamp, Salesforce, and Snowflake.
Galileo can enable advertisers to onboard and activate their first-party data quickly and easily. It incorporates:
- Seamless and direct onboarding of first-party data from anywhere – CRM data, customer data platform (CDP), or cleanrooms. Then match the audiences instantly using Unified Id 2.0.
- Aids to extend reach across the internet, unlike the silo identity solution. The new data solution lets brands match audiences across all publishers, platforms, devices, and channels — including connected TV — which provides a true omnichannel identity environment.
- Objective reporting and measurement of identity matching and advertising performance.
First-Party data is the go-to strategy for the buyers
Using Galileo, which The Trade Desk won’t charge extra for, is the DSP’s main business driver. According to an IAB survey, 53% on the buy-side are planning to pay more attention to placing their ads with publishers with first-party in 2023. The focus is more on first-party data when compared to cleanrooms or retail media networks.
The Trade Desk wants to be the easiest way for buyers newly introduced to first-party data to learn the ropes. Samantha Jacobson, Chief Strategy Officer, The Trade Desk said that we are at the tipping point of the internet. She further added,
“The infrastructure of the internet is embracing new identity solutions built for today’s digital media consumption across different devices and apps, such as Unified ID 2.0. In doing so, they are creating the richest identity ecosystem we’ve ever experienced, and one that aims to put consumer privacy at the forefront. With Galileo, we will help the world’s major advertisers take advantage of this by unleashing the value of their most valuable customer data.”
Galileo works in concert with new cross-channel identity solutions, including Unified ID 2.0 (UID2), which the majority of The Trade Desk’s data and publishing partners have embraced- Paramount is the most recent. It is the latest solution for TTD’s efforts for a post-cookie internet.
Edge over competitors
Trade Desk’s Galileo pitch to marketers goes beyond its now-centralized technology and explains what differentiates it from the competition. Jacobson said in the press release,
“With most walled gardens’ onboarding proposals, advertisers do not get a transparent view of how their data is performing, and therefore how their campaigns are performing. Galileo and Unified ID 2.0 remove this obstacle and allow advertisers to optimize their data across all digital advertising channels with granular reporting on data performance.” ”
Last year, Google released a similar solution called Publisher Advertiser Identity Reconciliation (PAIR). The Trade Desk is touting its own offering to undercut Google’s dominance. With Galileo, advertisers can use the data independently to understand how their campaigns perform.
Google confines the space of data sharing between a particular advertiser and a particular publisher, and not sharing anything out. However, the Trade Desk provides access to opted-in user data across publishers, how and where it is used, and its performance.
As reported by Adweek, Jacobson said, “With the way, Google’s approached it, advertisers can’t control when they’re marketing to me, Samantha, across different sites. They can’t understand the reach. They can’t control frequency capping.”
Furthermore, while acknowledging The Trade Desk supports PAIR’s prioritization of email-based identifiers, she said, “Google made it a black box and removed the understanding from the advertisers.”
The future is going to be first-party data and is a valuable asset where third-party data has a diminishing value. The Trade Desk and Google are both racing to develop tools to support the advertising industry’s needs.
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
A clean room is a place where publishers, platforms, and brands can safely and securely share first-party data in a way that can improve advertising effectiveness while still exerting strict controls over user privacy.
Interesting Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
Purpose-built for TV streaming
Roku’s clean room is purpose-built for TV streaming. The planning and measurement capabilities make it the only clean room to use audience data and linear TV data from direct consumer relationships on Roku, America’s No. 1 TV streaming platform.
The company explained in the press release to start with, an advertiser loads their data into a secure environment. Roku’s data clean room creates a secure connection between Roku data and the advertiser’s data. This enables brands to match their own data to Roku’s without sharing or exposing any personally identifiable information, all while protecting Roku users from direct identification. Advertisers can then query matched data and run their analysis within Roku’s clean room to understand potential campaign reach, current audience delivery, and advertising impact on product sales and sign-ups. OneView is also directly integrated with Roku’s clean room. Roku’s omnichannel demand-side platform (DSP) allows them to reach their audience across CTV, display, and mobile.
A look into Roku’s clean room
For instance, Foursquare, a leading location technology platform is a measurement and data partner for Roku’s clean room. The brands can better personalize and attribute their ad campaigns in OneView across devices and platforms.
The company’s first-party location data could be combined with Roku’s to target households in a certain area watching lifestyle and food programs or have people between the ages of 20 and 40 living there. Foursquare will provide the mobile location, but Roku can give behavioral and basic demographic information.
With a clean room, it is possible to match Roku-to-Foursquare audiences, but complex tracking can be layered into the campaign as well. Advertisers can use Roku data and Foursquare data to hone in on an anonymized audience segment in an area that meets their target requirements, then target that segment on Roku.
However, that is a one-time action item. If the advertiser wants to repeat the same activity a year after then it will have to resync the data as well as create a new list for a similar but distinct segment. On the contrary, in a clean room environment, the same type of audiences can be tracked over the years to understand sales and conversions. They can also determine what kind of streaming content causes transactions. This is advantageous for advertisers because a typical Roku ad purchase cannot be segmented based on the content viewed.
Interesting Read: End Of Third-Party Cookies, What Is There For Marketers: Takeaway!
Roku jumping on the bandwagon
The timing is not by chance. During the TV upfronts next month, Roku plans to test out several new services, including its clean room, with major advertisers. In a soon-to-be cookie-less world, data clean rooms are crucial to measuring advertising effectively. Louqman Parampath, VP of Product Management, Roku which has 60 million active accounts said,
The future of TV advertising won’t rely on fragile cookies or consortiums, but on direct connection with actual consumers. We are thrilled to help marketers accelerate their shift to TV streaming by putting privacy and transparency first.
He also added that cleanrooms are in the early stages, but are actively running campaigns.
We believe over time this will be the way first-party data will be used for connected TV.
Although the clean room isn’t a Nielsen alternative – advertisers and broadcasters are experimenting with alternate currencies and methods for measuring TV campaigns. It is perfectly positioned to fit into the trend of new TV attribution models.
Interesting Read: Disney Launches Clean Room For Marketers’ First-Party Data Needs
Samsung Ads rolled out the Samsung Onboarding Partner Program with leading data management platforms (DMP) and other onboarding platforms to help advertisers plan and buy TV ads using their first-party data sets.
The program will provide advertisers access to the curated audiences through data management platforms that include Acxiom, Adobe, Experian, LiveRamp,Merkle, and Oracle. More partners are expected to join next year. The program is yet another addition to Samsung Ads’ growing AVOD offering pool. The onboarding partner program offers advertisers to plan and activate TV campaigns leveraging their first-party data, It helps them to gain higher returns (ROI) on their data investments.
Interesting Read: Samsung Ads Introduces Predictive Planner To Improve AVOD Ad Buys
Audience Advisor Accessibility
Advertisers planning to leverage the new program will have access to Samsung’s predictive planning tool -Audience Advisor. This means that the media planning guidance will be based on advertisers’ preferred segments and own audience data as well as Samsung Ads’ proprietary first-party TV data. The Audience Advisor tool produces data-backed predictions of scale, reach, and ad frequency for future campaigns based on budget. These integrations will also be made available through the Samsung Ads DSP in the first half of 2022.
Justin Evans, Global Head of Analytics & Insights, Samsung Ads said,
“Now, marketers can activate their most valuable asset in the Samsung Ads Ecosystem, their curated audiences made up of their own combinations of first-party and third-party data.”
He further added,
“Data and audience-driven TV is the future for advertisers and Samsung Ads is committed to bringing to market new tools and partnerships for advertisers to leverage different datasets in a safe and secure manner across their media buys.”
Interesting Read: Trade Desk Partners With Samsung Ads For Programmatic CTV
Buy Your Own Data
Samsung Audience Advisor -a predictive campaign planning tool was launched in Q2, 2021. It allows advertisers to plug in any combination of first- and third-party data to understand the scale, behaviors, and time spent by their target audience in ad-supported video on demand (AVOD).
AVOD lets brands quantify their reach opportunities and gain an understanding of how much reach and frequency they can achieve at various budget levels. Advertisers can get more reach, scale, and efficiencies when they curate audiences through one of the onboarded DMP partners with Samsung Ads.
By the first half of 2022, Samsung Ads will incorporate Onboarding Partner Program and Audience Advisor into its demand-side platform. Molly Lashner, Media Hub’s associate media director, in a statement,
“We’ve had success activating advertisers’ first-party data on the Samsung Ads platform and rely on partners like Samsung to create turnkey integrations like their Onboarding Partner Program. This allows us to gain greater insights into streaming TV audiences and make our CTV campaigns even more powerful.”
Samsung Ads enables advertisers to leverage their first-party data to deliver stronger campaigns and results while ensuring consumer privacy preferences. In an analysis of hundreds of 2021 ad campaigns, Samsung found promising results. Brands that leveraged their own data generated up to 161% higher conversion rates than campaigns that did not. For entertainment campaigns, the audience advisor identified and targeted audiences who hadn’t been using a client’s product for some time. The tool found that this resulted in a 300% lift in conversion compared with audiences who were not exposed to the ad within the target segment.
Evans said that brands have started choosing partners who bring “substantial proprietary data to the relationship” as AVOD continues its share of total TV viewership.
“We are seeing and expecting more advertisers to lean into the partnership with us because they’re attracted to the differentiated data and insights that we provide.”
Interesting Read: Demand Side Platform(DSP) Launched by Samsung Ads
Warner Music Group (WMG) has launched a rebranded agency and ad tech company to focus on musicians and brands looking to connect with their fans.
WMX is the name of the new company. On the one hand, WMX offers musicians a revenue toolbox through its music industry and lifestyle publications such as Uproxx, HipHopDX, and concert finding service Songkick.
The second side of WMX is a direct ad sales company that bundles inventory and data from WMG’s owned-and-operated websites as well as other platforms where artists produce inventory and WMX may arrange ad sales and rev-share agreements, such as YouTube, Spotify, and TikTok.
Interesting Read: Disney Launches Clean Room For Marketers’ First-Party Data Needs
At the center of the new WMX service is a product called CONNEX, where marketers can develop a first-party asset within the Warner platform. If a brand shows up with its own first-party customer data, some customers will match to WMG’s identity data set, and the matched IDs can be used for targeting or measuring a campaign.
If a brand campaign includes sponsored content on YouTube, WMX may also collect new fans or logged-in users who’ve engaged with the brand via that sponsorship.
Google unveils a new way for publishers to utilize first-party data for targeted advertising. Digital advertising is changing rapidly, and user privacy is at the heart of this change. Publishers, advertisers, and technology providers are rethinking and reimagining how they handle and use user activation to better protect people’s privacy online.
Google’s new offering lets publishers share Publisher-provided identifiers (PPIDs) with Google’s programmatic demand to improve their ad campaigns, targeting, and advertising experiences. Steve Swan, Product Manager, Google Ad Manager said in an announcement.
“By helping publishers expand the use of their first-party identifiers to more transaction types, like the Open Auction, our partners will be able to show ads that are more relevant to their audiences, which will increase the value of their programmatic inventory,”
What Is PPID?
As defined by Google in a blog post, Publisher provided identifier (PPID) allows publishers to send Google Ad Manager an identifier for use in frequency capping, audience segmentation, and targeting, sequential ad rotation, and other audience-based ad delivery controls across devices.
Interesting Read: Impact of Delay in Deprecation Of Cookies By Google On Adtech
The New System And Its Functioning
Publishers and advertisers will benefit from the new PPID sharing option because it helps protect their privacy.
- Google Ad Manager turns PPIDs into per-publisher partitioned IDs before sharing them with Google Demand, so users cannot be identified across different publishers’ sites and apps.
- As a result, Google Ads and Display & Video 360 collate anonymized data from publishers as a way to build audience segments.
- Advertisers can programmatically deliver relevant ads to publishers’ sites and apps using these segments based on first-party data.
- Furthermore, Publishers can earn more revenue in the auction while the data allows advertisers to unlock options, such as cross-device reach, frequency management, and creative optimization, without relying on cookies or other identifiers.
Why Is This New Update From Google Important?
Steve Swan, Product Manager, Google Ad mentioned that Google prioritized this product area based on partner feedback. It will continue to create features that provide publishers with the data and identity tools they require to prepare and grow their businesses.
“Investing in first-party data is a privacy-forward way that publishers can increase the value of their programmatic inventory now and in the future.”
This move could help news outlets recoup some of the lost revenue from Google’s other policies in light of Google’s tumultuous relationship with publishers. This feature enables publishers to control what data is passed and to which bidders they send signals. The Ad Manager only routes signals on behalf of publishers, but it will not be able to read them. Likewise, advertisers who advertise on these publications can show a more targeted and useful inventory to readers while maintaining the privacy of users.
Interesting Read: Google To Demonetize Ads That Spread Climate Change Misinformation
With the help of first-party data service providers Snowflake, Habu, and InfoSum, the Disney Advertising Sales department has officially created its own data clean room. A ‘ clean room’ is usually leveraged to integrate client proprietary consumer information with other industry data to improve performance. Clean rooms are used to safeguard a company’s data as well as the privacy of its customers.
What makes clean room services appealing to broadcasters is that programmers have dependable linkages to viewers who are signed into OTT services or have monthly subscriptions.
Disney’s announcement is interesting in that it does not include large cloud marketing businesses like Google and AWS, instead of focusing on data and identity vendors who operate across channels.
Interesting Read: Group Nine Launches First-Party Product In Wake Of Cookie Apocalypse!
Disney Clean Room: What’s In It For Marketers?
The primary idea behind the ‘clean room’ is to help marketers with their first-party data. Through this move, marketers will be able to collaborate with 1,000 first-party sectors, according to Disney.
Furthermore, marketers can use clean rooms to match their first-party data with other industry data in a secure environment. Marketers may match and instigate their needs when it comes to buyer behavior, household features, and psychographics using its first-party segments.
That’s What They Said!
Lisa Valentino, Disney ad sales EVP gave an official statement saying –
We are building data solutions for our clients and marketers anchored in Disney Select’s unrivaled audience-based capabilities. It was important for our clean room offering to be cloud agnostic to provide brands with scale and variation
OMG chief investment officer Geoff Calabrese, said –
This partnership with Disney is about setting the standard for the future of media accountability, and a more accurate understanding of consumer engagement and outcomes – it’s where we need to go as an industry, and OMG is proud to work with Disney in leading the way forward
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 Trade Desk has announced a new trading platform, Solimar, that will allow clients to integrate first-party data to guide media-buying strategies, eliminating the need for a separate customer-data platform (CDP) or data-management platform (DMP).
By the virtue of this move, the Trade Desk will be able to build the UID2 ecosystem while offering users identity-based targeting as the first-party data will be transformed into Unified ID 2.0 (UID2s) from e-mail addresses.
One of the most significant improvements of the new user interface, Solimar, is the inclusion of client data. To include client feedback in the launch, The Trade Desk performed two months of private beta testing with a limited group of its major clients.
Coming from the Spanish words, ‘ sol y mar’ meaning ‘ sun and sea’, Solimar, for the Trade Desk, symbolizes the “perfect moment” when the sun and the sea meet during sunrise/sunrise.
Trading specialist Dawn Chan said in a briefing call –
This is what our release represents—it’s the perfect moment in our industry as we head into a new age of advertising, one that is digital and data-driven and also moves beyond the complexities of our ecosystems around siloed data and single-channel strategies
He added that the company wants to concentrate on enhancing advertisers’ capacity to do what’s best for their business as well as for consumers.
Mitch Waters, The Trade Desk’s SVP of Southeast Asia, India, and ANZ, told Campaign Asia-Pacific in a briefing call that it has been two years approximately since the development of Solimar first began.
The Trade Desk had three important areas of attention for Solimar, in addition to easy onboarding of first-party data: strengthening the user interface, putting goals at the forefront of campaigns, and including enhanced planning and optimizations.
Koa, an artificial intelligence application that gives suggestions throughout the campaign development and while it is running, is used to optimize campaigns.
According to Waters, this combined with what the business says is a more simplified and intuitive platform design intends to free traders from the tedious work of setting up campaigns and line items, allowing them to focus more on insights. Both agency and in-house teams have been considered when developing the platform.
Solimar launched on 7th July’21, comes three years after Trade Desk released its user interface, Megagon.
Waters said –
Essentially we had to build the plane while flying it [since] we had our old platform to stand up. We have the vision of what we want to achieve…then what we do is work backwards in terms of resourcing and everything else we have to do on an everyday basis. We release product every week, and our team have requests every other week that we need to prioritise
He added –
It was about working together to keep the pace of everyday innovation, as well as building something scalable and meaningful
The Solimar Platform
To help buyers make smarter choices, the Solimar platform starts with a ‘Live flight summary,’ which displays what The Trade Desk considers to be the most significant data for growth, such as:
- Goals: Does the client have a suitable marketing mix?
- Pacing: Is the client on schedule and expected to spend the full amount?
- Channels: Is the channel mix suitable, or is there space for diversification through emerging channels such as DOOH?
- Data: Is the client successfully utilizing data? This section shows how many campaigns are based on first-party, third-party, or no data.
Advertisers may now measure against many KPIs, categorized as primary, secondary, and tertiary, using the new campaign creation tools.
Adbrain’s campaign insights, such as reach and frequency, can be examined at the household, individual, or unique-ID level.
Also, planners can use a forecasting tool to adjust targeting settings and observe how it affects the reach and frequency of a campaign.
Waters, who sees this technology as particularly useful in APAC because of the dispersion of platforms between markets, says –
One area where we have seen a lot of demand is within OTT. If you are buying individually, you don’t have complete view of what an OTT opportunity might look like. Being able to see holistically what an OTT opportunity is across major partners within Indonesia
Solimar’s performance-enhancing features are powered by the Koa AI engine. When a client develops a new campaign, Koa will recommend KPIs based on the customer’s given objectives, cross-device vendors, a budget split by channels, retargeting, lookalike audiences, and contextual techniques, among other things.
Furthermore, the Koa Identity Alliance is a cross-device graph that integrates leading and new ID solutions such as LiveRamp IdentityLink, Oracle Cross Device, Tapad Device Graph, and Adbrain Device Graph, removing clients’ “guesswork” about identity resolution.
The Trade Desk intended to make Koa’s decisions visible, so clients may see which CPMs, tactics, and data segments the AI chose, and change or disregard Koa’s suggestions as needed.
One of Solimar’s main advances is incorporating the value of a client’s first-party data or third-party audiences to inform their media purchase.
Clients can identify their target consumers in the campaign setup in the form of first-party or third-party data, which will act as a seed audience for Koa to build when making suggestions.
Brands can submit first-party data such as pixels, app data, and IP addresses directly into the platform or import data from a third-party DMP or CDP via a data section.
If a client decides to import CRM data as email addresses, they will be translated to UID2s automatically. After the UID2s have been converted, the platform will scan them to see how many are ‘active UID2s,’ or how many of these users have been active in the programmatic universe in the previous week.
If the client decides to act on those UID2s, they will be transmitted into the programmatic environment to match the publisher side, resulting in a synchronized UID2 ecosystem.