Zeotap Data Joins TikTok to Enhance Targeting And Boost Ad Campaign
Zeotap Data reveals a fresh collaboration with TikTok for Business. Zeotap Data is a deterministic people-based data set with full permission that contains more than 500 million unique IDs. On the other side, TikTok for Business is the advertising platform for the well-known platform for short-form video entertainment app TikTok. By working together strategically, advertisers will more effectively target their audiences. Additionally, it will guarantee unparalleled data while enhancing TikTok campaigns’ audience possibilities, all while ensuring the highest privacy.
Zeotap Data- Pioneer in data solutions
In Germany, Zeotap Data was developed with a significant emphasis on GDPR compliance. They have access to a plethora of 100% consented data because of the company’s exclusive partnerships with leading mobile telecom operators, premium publishers, and e-commerce platforms. They have raised the bar for data privacy and quality in the European advertising environment. To establish a 360-degree perspective of consumers, Zeotap Data takes a privacy-first strategy, using lasting identifiers like MAIDs, hashed email addresses, and universal IDs to get detailed insights into app activity, cookies, and offline properties. Their people-based data, complemented by patented deterministic algorithms and cutting-edge machine learning techniques, precisely resolves identity at a personal level, guaranteeing specific targeting and reliable demographic projections.
Advantages for Advertisers
Zeotap Data’s integration with TikTok gives advertisers the ability to comprehend the audience beyond the social profile, increase campaign efficiency, keep a handle on data and audience definition, and enhance campaign outcomes.
1. Unprecedented Audience Insight
By utilizing Zeotap Data, it may go above social profiles and obtain profound insight into the target audience. This collaboration will benefit agencies and advertisers. This degree of control over data and target definition significantly increases the value of campaigns by assuring accurate segmentation and attributes that exactly match brand objectives.
2. Rich and measured impact
Comprehensive user profiles from Zeotap Data allow agencies and advertisers to run constant quantifiable campaigns across programmatic and social channels, increasing campaign efficacy and ROI.
3. Campaign outcomes
Zeotap Data activation improves campaign results. It gives agencies and advertisers access to features beyond the social profile and increases campaign effectiveness by utilizing distinctive audience assets.
4. Consumer segregation
For programmatic and social campaigning, Zeotap Data will mimic the consumer personas of the marketers’ current customer segmentation. This will enable managed data service multi-channel activations.
Read More: Tiktok Diversifies Content with Text Posts, Sparks Rivalry with X
Here’s what they said
Matt Bennathan, SVP at Zeotap Data said,
Zeotap Data enables agencies and advertisers to develop a comprehensive 360-degree view of users. Our people-based data, supported by patented deterministic methods and advanced machine learning techniques, resolves identity at an individual level, ensuring precise targeting extended to TikTok using persistent identifiers. This partnership upholds data privacy while empowering agencies and advertisers to achieve exceptional campaign performance.
Puru Mehta, Global Product Marketing Manager for Audiences at TikTok stated,
TikTok for Business is thrilled to join forces with Zeotap Data to enhance the advertising experience on TikTok. This partnership marks a significant step in providing advertisers with a deeper understanding of their audiences, ensuring campaigns that resonate and deliver exceptional results.
About Zeotap Data
Zeotap Data, which offers quality and scale without sacrificing privacy, was developed in Germany for GDPR. With over 500 million unique IDs and over 1 billion data points refreshed every day to assure fidelity and correctness, Zeotap Data provides people-based, deterministic data. Zeotap Data uses exclusive data relationships from the telecom industry to reach target verified age and gender demographic audiences. It is completely consented to, GDPR, and ePrivacy compliant. Zeotap Data offers unrivaled client support to make sure agencies, advertisers, and platforms provide successful campaign results. Furthermore, it is presented in widely recognizable IAB 1.1 segmentation to accommodate all industries and is accessible through every important buying channel. Major media agencies and advertisers worldwide work with Zeotap Data.
About TikTok for Business
The well-known video-based entertainment platform TikTok has an advertising platform called TikTok for Business. TikTok for Business, which has a large user base and a diverse community. It enables businesses and advertisers to interact with consumers through real, innovative, and immersive campaigns that help them build strong relationships with their target audiences.
Read More: NYC Bans TikTok On City-Issued Devices Amid Security Concerns
Meta to Offer Ad-Free Subscription Plans For European Users
Meta is thinking about releasing premium versions of Facebook and Instagram that would be ad-free for users in the European Union, according to The New York Times. These modifications are the result of ongoing regulatory review. It is evidence that, as a result of political decisions, the way Americans and Europeans view technology may diverge. In the European Union, Meta would keep providing free versions of Facebook and Instagram with ads. It is still unknown how much the apps’ commercial versions will be priced or when the company plans to release them.
Ads would not appear in the Facebook and Instagram apps for members. According to the New York Times, three individuals provided information on this matter while maintaining anonymity saying that the plans were classified. Providing customers with an alternative to the company’s ad-based services that depend on analyzing people’s data, may help Meta fight off privacy concerns and other criticism from EU regulators.
Read More: Meta Slams Apple Over ATT, Google Hit By Second U.K Anti Trust Investigation
Meta and the European Union
Offering users free social networking services and selling advertising space to businesses looking to reach their audience have been the two main focuses of Meta. The premium tier offering would go down as one of the most concrete cases to date of how businesses are being forced to rethink products. Furthermore, it would align with the changing data privacy laws and other governmental regulations, particularly in Europe. The EU and other European regulators have been at odds with Meta over alleged privacy breaches from its ad-tracking services and data transfers. In accordance with GDPR, Meta was fined $1.3 billion by Ireland’s Data Protection Commission for sending European users’ data to the United States. Recent data transfer agreements between the US and the EU have loosened limitations on social media sites.
The court for the European Union effectively forbade Meta from integrating user data gathered across its sites. It contained user-submitted data as well as information from Facebook, Instagram, and WhatsApp. Additionally, Irish regulators fined the corporation £390 million in January. They cited requiring users to consent to tailored adverts in order to use Facebook as the reason. In response, Meta has already started providing a way for users in the EU to opt out of receiving targeted advertising. Further, it was suggested that Meta would change it such that everyone in the area could opt-in.
Read More: Meta To Roll Out Web Version Of Threads, Granting User Requests
Meta’s commitment to EU expansion
The European Union is made up of 27 nations and about 450 million people. With the changing laws, regulations, and court decisions, consumers in the EU may start to witness distinct forms of consumer technology products. Meta has witnessed the willingness to develop paid memberships. The “Digital Markets Act,” another EU law focusing on advertising, will go into effect at the end of the year. According to Meta, allowing users to choose between using an ad-based service and accessing the paid versions of Facebook or Instagram could allay some of the worries of European regulators. Even if few users choose the paid version, offering it could benefit Meta’s interests in the area. Because of regulatory issues, Meta has yet to launch Threads, a competitor to X in Europe.
Future Outlook
Additionally, to overcome its difficulties in Europe, Meta is working to revive its operations. This comes after the worldwide economic unease slowed the expansion of its ad sales. Meta is currently focusing on the immersive virtual environment of the metaverse. Mark Zuckerberg, the company’s CEO is promoting the ambitious Metaverse project that is still in its infancy. The development of artificial intelligence technology and their integration into more Meta products are the executives’ main priorities. With this step, Meta is looking to empower its users with choice. The subscription plan is a significant move to strike the right balance between personalized experience and data privacy concerns in this evolving digital landscape.
Read More: Meta’s Horizon Worlds Expand to Mobile & Web Via Closed Beta Test
On His Hustle As An AdTech Entrepreneur, Industry Insights, And More: Interview With Digitalks Founder, Mohit Jain
Mohit Jain has been working in the AdTech space for over a decade in various capacities, the recent being the founder and chief consultant in his own venture- Digitalks in Dubai. He is passionate about data analytics, and particularly enthusiastic about the endless possibilities with the integration of technology and marketing. He has spent the last 15 years working focused on digital advertising & data and has worked with some of the biggest & brightest agency names in the MENA region.
Today he shares with us his thoughts and insights about not just the latest developments in AdTech, but also his hustle as an entrepreneur at Digitalks.
Mohit, firstly, tell us what made you take the leap from your already established career to starting your own venture, Digitalks?
I have just loved working with the agencies throughout my career span and that’s where I learnt the skills which made me whatever I am now but at some point, the work became quite repetitive, dealing with similar challenges over & over again, enormous work pressure and 14 – 16 hours working days was impacting work-life balance. On top of that, I wasn’t able to develop new skills to keep up with the pace of the industry. That’s when I decided to take this leap and take control. I am very glad I took this decision at the right time.
What unseen opportunities do you aim to tap with Digitalks?
I don’t know about unseen but I am trying to position Digitalks in between a world that sits between Marketing & IT i.e. Ad Tech. I think of us as “technical marketers” who understand how marketing communications succeed in the digital world and who can code at the same time and tie both worlds together with the help of data and that is why we call ourselves “Data Whisperers”.
Speaking about AdTech, what recent developments are you most thrilled and concerned about? You can cite one example for each.
Frankly, I am more concerned about how advertisers make use of existing AdTech they have access to.
Agencies are great in promising bells and whistles and sharing incredibly beautiful stories using words such as big data, artificial intelligence, deep learning, machine learning, etc but they fail miserably in fixing the foundations and most basic things in their AdTech. I’ll be very happy if they can simply just use Excel and Google Analytics properly to their full potential, to begin with.
How much importance or budget do today’s Advertisers give to data compared to their marketing budgets? Do they have separate budgets allocated for data alone (similar to marketing budgets)?
The true fact today is that the budgets for projects related to data come out from overall marketing budgets. Unfortunately there are not many advertisers who set budgets aside specifically for data specific work in the region we operate in but the situation is rapidly changing. Businesses seek more accountability and this can be only measured by data so things are already shifting. I believe that Covid-19 pandemic is going to further strengthen the budgets in this direction.
Is DMP mandatory for all the Advertisers who are spending their budgets across multiple platforms. Isn’t that a costly affair for small & mid-sized Advertisers?
DMP is an enterprise technology and definitely not for SMEs. In my opinion, DMP is a dying technology which is severely impacted by walled gardens from Google & Facebook, the war of browsers against cookies, GDPR & similar laws, and most importantly it is dying because DMP ad tech companies oversold & overcharged advertisers to a great extent and then they failed miserably in delivering the business results.
Marketers often get confused between DMP & CDP. Can you please simply state the difference between them both and which one should the Advertisers pick first?
Both of these terms can be confusing for someone who doesn’t work with these platforms closely. The confusion is understandable as both technologies claim to collect, unify, segment and activate customer data across digital channels. In simple words, think of a DMP as a big database that collects addressable “cookies” of your prospects & customers and provides a capability to push this data to outside activation platforms so you can reach them with the right message wherever they are or use this data to personalize their experiences on your website or app. On the other hand, think of CDP as a “data pipe” to pass your own customer data to multiple places depending on the use cases such as when someone fills up a lead form on your website you want to send this data to your CRM, to your email marketing vendor, to your SMS vendor, Google’s & Facebook’s of your world so you can target these users online and then also trigger a workflow to your contact centre partner in India so they can schedule a call with your sales team.
What’s your take on Google disabling the third-party cookies in Chrome? How is it going to affect the data industry of advertising?
It does mean the honeymoon is over for some companies and it is going to impact the audience sizes available in your DSP based on interest and affinity however as the biggest budgets are going to Google, Facebook, Amazon and new social channels such as Snap and TikTok – these guys have built their companies on data they own so I am sure nothing is going to change for them as they will figure out a way however for consumers it does mean more “privacy”. I think it was a very smart move from Google as they prepared themselves clearly to tackle this situation before they announced the change to the world. They gave themselves a 2 years deadline too. Cookies track consumers on the web but things would really change when this rule will be applied on mobile apps as well where cookies are not present and the glue is the device ID of the consumer which is a more powerful piece of data than a cookie. It would be interesting to see how the future will unfold on this front.
Should Advertisers keep buying third-party data from DMPs for their campaigns on programmatic? Is it really worth spending those additional dollars on this data?
It depends on what is your objective. If you are a CPG advertiser looking for mass reach, then these 3rd party datasets can be useful but if you are a performance-driven advertiser then in my experience these 3rd party datasets don’t bring the results they seek. 3P data bought from a DMP or through a DSP is more or less the same but the data volumes of a DMP-based 3rd party data could be higher depending on how that segment was configured.
Coming back to your company Digitalks, how do you plan to increase your verticals and business overall? Is there any expansion plan on cards?
We are a talent-driven business and expansion for us means bigger team sizes. A lot of companies prefer the “hire fast fire fast” approach but that is not my style.
I am not too concerned about the business as there is too much work out there if you know what you are doing. In addition, I don’t want me or my team to end up working 18 hours a day.
What would you suggest to the young Digital Advertising professionals who are looking to build their career around data science? Is there any specific course or education that you would want to recommend to them to enhance their skills?
I think the first piece of advice I give to young professionals entering into the world of data is to understand where they want to start first. I see 3 very broad categories-
- Folks who focus on data collection and who can code, build data pipes, build data lakes, work with APIs, etc
- Folks who can take this data and give it a shape in the form of a report, dashboard, analysis, etc
- Folks who can go beyond and use this data in machine learning, artificial intelligence, statistical modelling and beyond.
At some point when you keep working on multiple projects, the lines become blurry and you start learning skills outside your core focus area naturally. Once you determine where you want to start then choose a course of your choice. There are so many providers out there that the choices have rather too many and confusing to choose. Coursera, Code Academy, EDX, Udacity, Udemy, Data Camp, Pluralsight, etc… the list goes on and on. However, folks who are interested in developing skills more focused on digital advertising & surrounding ecosystems than I highly recommend CXL.com. In all cases, newcomers should first start using the free training courses from Google, IBM, Harvard, Coursera and other technology providers which provide specific pieces of training related to their platforms.
The last question- During this unprecedented Coronavirus phase, brands are becoming conservative about their marketing strategies and spends. How do you think this will affect the overall Digital advertising industry? Does data have a role to play here to help the marketers float through?
The need for measuring every dollar spent is always critical but now due to the CoronaVirus situation, this demand is at its peak. Data has played a great role and will continue to do so in bringing this clarity to advertisers. The advertising budgets were already shifting to online but I think CoronaVirus will work like jet fuel and will speed up the journey of all advertisers who were missing out and will also fuel more money coming to online channels from offline channels.
More and more consumers will go online and as a result demand and supply both will increase however I think brands will be more driven to spend on performance campaigns than just branding campaigns. That right mix between branding & performance will make or break sense from a brand’s advertising budgets. Data will continue to proliferate and how advertisers make use of this data will be the only differentiator left between a successful brand vs average brand.
Identity Resolution Platforms Helps Marketers Tackle Consumer Data Crisis.
Every new electronic gadget in the market is now getting more user interactive helping users to personalize as per their needs and choices. Therefore, with the help of Identity Resolution Platforms, marketers can connect their customers with the things they need!
Today every customer is using multiple smart devices in their daily life. Maintaining a collection of data usage for each device is elusive. This is where Identity Resolution Platforms come into the picture. They accumulate consumers based on their identity. Likely, based on IP, they make sure that the marketers can approach them in a much efficient manner.
This not only helps the marketers but also help the government to make sure the compliance is followed. For example, helping in compliance with the privacy of consumers by the European Union’s General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA).
According to an Annual Internet Report released by CISCO, the number of smart devices connected to a single IP is going to increase tremendously. The number will be three times more compared to the global population by 2023. These include devices like Smart TV, speakers, wearable, and other home management solutions. By 2023, the consumer share of the total market will increase approximately 75%.
Similarly, consumer demand for much more personalized and interactive devices is increasing. Therefore, the whole market can’t be evaluated in a single parameter. This requires a much wider approach to the market.
Today, consumers are sharp-witted, they grant permissions to applications and brands of their choice. According to a survey made by Forrester, nearly Three-quarter of people wants the brands and application to know in advance why they are making a call.
Situations like these make marketers thrive for goal orientation and perfection. They must familiarize themselves with consumers’ online and offline behavior and even know who the customer is?
Winterberry Group surveyed half of the total marketers. According to their survey, audience matching and identification on cross-platform is marketers’ highest priority. Every time a customer interacts with a brand he is assigned with a different identity(Key) element. This identity can be an IP, email, or a physical address like MAC, mobile phone number, a digital tag, or a cookie.
So many customer identities is a challenge faced by marketers. They struggle To keep a track of their customers. Nearly, 71% of marketers acknowledged that they lost the trail of their consumers with time. They were unsuccessful in maintaining a record of their online and offline customers. Thus, marketing campaigns struggle and fail to provide accurate data for their customer.
Image credit – martechtoday.com
The identity resolution market projected to cross $2.6 billion by 2022.
Several platforms maintain databases for households or individuals’ data. This database is based on the user’s first-second-or third party data. These data sources help marketing companies to overcome the problem of consumer tracking and record keeping. US marketing is anticipated to disburse $2.6 billion on the identity resolution project by the year 2022. This will be a 122% increase in the time frame of four years. The money will be consumed potentially so that the customer gets the best experience. whereas marketing campaigns will be conducted successfully, keeping the choices of their customer in focus.
According to Forrester, two-third of marketers accepted that with identity resolution policies in place, they have started seeing strong returns in their investments. They also accepted that with Identity Resolution Platforms their customer data is secure, and profiles are easily traceable.
Image credits – martechtoday.com
With an emerging market, many brands are applying Identity resolution strategies to their business. However, businesses are still facing significant challenges in their success models, maybe because consumer details are dispersed throughout the business. Many of it often resides in a vault that is jamming marketers’ potential to establish and encourage relationships.
A consumer might use variable identifiers to look-up something on one gadget (i.e., login name or desktop cookie), call on different (i.e., mobile), and then purchase something from the supply (i.e., credit card or loyalty ID). All of these identifiers will be stored in a different vault with the contrasting collection and parallel requirements.
Marketers also lose data, these likely include location, and third-party cookies. Application developers and Google provide security so that these data can’t be traced or stored.
Location Sciences is a company that helps in verifying the location data. They have estimated that since September 2019, with the release of iOS 13 on iPhone it is impossible to track users’ locations when mobiles are inactive.
To resolve this issue for marketers Identity Resolution Platforms has developed solutions like Merkle’s Merkury. This can help brands to stock data as first-party details in graph format.
However, retailers create graphs from the second-party data. They receive these data based on their agreements on data-sharing.
One such vendor is Neustar, it is a second-party data marketplace. It uses first-party-data from different brands employing a common, anonymous identity valuable. Engaging businesses can create plans, trigger, and compute customary audience inventory to either pick or censor customers across addressable media.
Oracle Data Cloud Cooperative is a similar example that collects data from more than 1500 retails partners. In return, these retail partners get a model that can predict the best approach for the audience. It can even help in guessing the next best thing that can be pitched to the user.
Users providing misinformation and Strict government policies increase the challenges for marketers.
As people are getting smarter they have also started to understand the data linking techniques of marketers. Customers sometimes themselves enter a piece of wrong information, for example, typing their name incorrectly! just to make sure that they can’t be traced by that data. This makes the job of marketers even dreadful.
Winterberry Group and the Internet Advertising Bureau (IAB) Data Center of Excellence in a joint report stated that marketers have complained, that due to strict restrictions on user data access and re-usage policies their jobs have become relatively difficult. Due to the increasing pressure of government in the field of user data privacy, and the implementation & introduction of new reforms in data privacy laws, they can’t access value data with ease.
The compliance rate of GDPR for marketers range from 8-42%. GDPR was implied on marketers in May 2018. In January 2020, CCPA became effective and the brands that won’t comply will be facing fines.
