Digilah

Menu
Linkedin Facebook Instagram

Tag: Adtech

Categories
Ad Tech

Sustainability Standards – How Did the French Market Organize Itself for a More Sustainable World?

sustainability

Written by Estelle Reale on Digilah (Tech Thought Leadership).

The advertising industry, like others, must respond to the urgency of climate change. It should promote responsible consumption, transparently communicate commitments, and integrate emissions reduction across various media platforms (Digital, TV, Radio, OOH, Print…).

The good news is that sustainability standards

are being implemented.

In October, the Global Alliance for Responsible Media (GARM) and Ad Net Zero established several working groups to create a global framework for media sustainability. The complete set of guidelines is expected to be published at the Cannes Lions Festival.

As France has been at the forefront of this topic, here’s an overview of what has happened over the past year.

Ad Sustainability Frameworks

Last year saw the launch of several cross-industry initiatives, including the implementation of frameworks that provide general guidelines for carbon footprint management. 

French trade bodies and associations, such as Bureau de la Radio for Radio & Digital Audio, SNPTV for Linear TV and CTV, Le SRI and Alliance Digitale for Digital, published their framework for carbon evaluation focusing on the campaigns’ delivery.

These standards were then incorporated into the Union des Marques meta-framework (local Federation of Advertisers) published last month under the name “OneFrame.” It is likely that the GARM and the WFA may draw inspiration from this industry initiative.

Methodology Used to Evaluate Carbon Footprint

Each trade body agreed on specific rules and practices to enable carbon footprint analysis. For example, they excluded the production of creative assets from the analysis. They also decided to assess the evaluation based on the delivery of the campaign life-cycle.

The Life Cycle Assessment (LCA) methodology was developed with the assistance of carbon experts and industry professionals from the buy-side and sell-side of the business.

The analysis includes several scopes: the manufacturing and life-cycle of users’ devices, the manufacturing and life-cycle of network components and allocation, and the manufacturing and life-cycle of networks and servers required for delivering the ad.

For CTV, Catch-up TV, or Audio campaigns, the LCA methodology is based on the SRI/Alliance Digitale guideline. The methodology considers the campaign’s booking method (programmatically or IO based) and the number of paths required for delivery in programmatic.

What followed?

In addition to the trade bodies, the industry is becoming increasingly mature in this area, with agencies such as GroupM, Publicis Media, and Dentsu developing their own evaluation tools and providing numerous trainings for their teams to better consider environmental responsibility.

Alliance Digitale also published a guide promoting a list of sustainable practices for programmatic buyers and traders. The guide offers recommendations grouped around several key principles:

     

      • Eliminating wasted ad impressions and unnecessary data

      • Activating low-carbon targeting (e.g., Wi-Fi vs 4G for mobile campaigns, contextual vs data…)

      • Delivering lighter creatives and formats (by reducing the weight of the creative with relevant tools)

      • Measuring and evaluating the carbon footprint of campaigns with appropriate solutions like the one proposed by DK.

    A guide including best practices with proven case studies is available. All this shows that sustainable development is no longer an option.

    What’s Next?

    To manage campaigns with sustainability in mind, the market is discussing a new KPI that can include carbon data. Although nothing has been finalized, many imagine a common cross-media KPI.

    Discussions revolve around the carbon weight per euro of media spent and the carbon weight per second. The former encourages optimizing the formats used with a constant marketing budget, while the latter enables comparing the footprint per second of exposure of the ad message.

    This KPI can also be easily used alongside classic KPIs such as viewability, view-on-time, CTR, attention, etc. Measurement solutions like DK offer to directly integrate this KPI into clients’ dashboards.

    Founded in 2021, DK is a French company that aims to promote the transition of media and advertising towards a more responsible and sustainable world. DK provides three types of solutions based on the client’s level of sustainability maturity:

       

        • Audit & Consulting: Conducting campaign audits on various channels including CTV, Linear TV, Radio, Digital, Audio, Streaming Video, and Display.

        • SaaS platform with dashboards for visualizing data.

        • Estimation API for directly integrating carbon data into clients’ dashboards.

      As the market moves forward, we are seeing the first consolidation of tech and measurement players. For example, DK has recently acquired its main competitor, Bilobay.

      Most asked questions

      What is meant by carbon footprint?

      How does advertising affect climate

      Most asked queries

      SaaS(Software as a service)

      Carbon footprint

      API integration

      Hello readers! Hope you liked what you read today. Click the like button at the bottom of this page and share insights with your colleagues and friends!

      For more such amazing thought leadership articles on technology follow Digilah people.

      Categories
      Ad Tech

      As Drake once proclaimed “nothing was the same”

      Written by Niraj Nagpal on Digilah (Tech Thought Leadership).

      While comical it may be to quote a famous rapper/singer, I couldn’t help but think of a relatable way to speak to marketers and their agencies that are living in a form of collective denial.

      Starting Jan 4, 2024, nearly 30 million Chrome browsers will block third party cookies, with the rest of the 99% of users to be following this in Q4/Q1 2025. 

      This says nothing of the fact that other major browsers including Apple’s Safari and Mozilla Firefox made this very change years ago effectively making 30% of the global internet population untraceable for attribution, reporting, and frequency capping purposes. 

      And yet, are marketers really taking this seriously or waiting for a single magic cookie replacement to come along?

      My opinion is that marketers that are seriously preparing with their agencies help will end up reaping the rewards of better targeting, improved customer experience and reducing media wastage.

      So, knowing what there is to gain, let’s look at a few steps and realities that marketers need to take and consider.

      Your 1st party data when assigned to a use case has value. Data for data sake without alignment across teams in your organization to solve for a specific challenge has no value.

      Investing in the right type of CDP/data lake infrastructure and working backwards on why you are collecting data, what is its purpose, and what you will do with it will help keep you focused and privacy compliant. 

        • Once your 1st party data is in a hygienic state, begin to work with other parties to augment your customer profiles in a privacy centric approach such as data clean rooms. 
        • Privacy enhanced technologies come in many flavors that preserve trust between parties without data being exposed and, in some providers, not moved at all. 
        • Again, begin with the use case and select your match partners and methodology accordingly. Hit singles and not try for home runs. 

        • Experiment with alternative ID’s now. For example, UID 2.0, LiveRamp Ramp ID, ID5, etc.  15+ different alternative ID’s exist, many which are aiming to be interoperable with each other. 
        • In parallel, invest the time and resources to begin testing the Privacy Sandbox API’s now from Google which will not be a 1:1 replacement for cookies and their functionality, but still pivotal moving forward. 

        • Work with publishers and encourage them to adapt IAB’s seller defined audience as a trusted signal for media activation in addition to contextual targeting solutions. 
        • With buyer support, this technology will only gain support. Otherwise, publishers will continue to lose out in the programmatic value exchange which benefits no one, including your consumers in the long run.  

        • Understand the importance of retail media networks. E.g. Amazon, Tesco, Carousell, Grab, Coles, etc. This new category of inventory and data supply will be a $100B industry in the years to come. 
        • The persistent signal of transactional data/ride sharing will augment the loss of cookie and identity signals. By leaning in today, marketers have the opportunity to perfect their marketing budget mix, ask for unique data sets, and tie back media dollars to sales. 

      It’s easy and understandable for marketers and agencies to live in denial that one solution or approach will suddenly manifest.

      However, now is the only chance marketers have to control their destiny and mitigate the pain of complete signal loss. 

      The harsh reality is that measurement and targeting will be broken, that there will be no one single third party cookie replacement (interoperability is key).

      While nothing will be the same, the future has never looked brighter. “Take care.”

      Most asked questions

      What is a cookie and how it is used in marketing?

      What is programmatic advertising?

      Most searched queries

      Programmatic value exchange

      Cookieless future

      Cdp

      Hello readers! Hope you liked what you read today. Click the like button at the bottom of this page and share insights with your colleagues and friends!

      For more such amazing thought leadership articles on technology follow Digilah people.

      Categories
      Ad Tech

      First Party Data is the King

      Written by Stafaniya Radzivonik on Digilah (Tech Thought Leadership).

      Nowadays we’ve been hearing repeatedly about the upcoming cookieless and ID-less world in the ad tech industry. However, what does it actually mean and how is it going to change our online activities? Let’s get to the roots of it.

      User Identification

      Any user can be identified, recognized and tracked within an online environment. Third-party cookies (3P cookies), device IDs and sophisticated IDs such as IDFA, AAID, IDFV serve the key role in that mission. They help advertisers to target the right audiences and deliver relevant ads according to user’s preferences and interests. Though, to what extent it’s allowed — under the question mark.

      The implementation of CCPA, LGPD, GDPR, TCF v.2 as well as an attempt to unite them under GPP alongside LAT introduced by Apple and Google in 2012 brought to the table the notion of user’s consent where users can opt-in or opt-out and adjust the data shared at any time.   

      Cookieless and ID-less world

      Following these data privacy restrictions, Apple released a new App Tracking Transparency (ATT) framework in 2021 where fingerprinting is prohibited giving full control to users. In turn, Google announced a deprecation of 3P cookies in Chrome by the end of 2023. Given that, the future of cookies and IDs is a foregone conclusion.

      The upcoming cookieless and ID-less world puts marketers in need of exploring ways to run successful campaigns without user IDs as well as challenges ad monetization strategies of publishers. It becomes necessary to adopt a portfolio of alternative approaches and solutions to target and serve relevant ads without clear identifiers.

      Options available to advertisers and publishers

      Privacy Sandbox Proposal

      Topic is rooted in Federated Learning of Cohorts (FLoC) and designed to support interest-based advertising. It facilitates more privacy for consumers on the web by means of analyzing online activity (behavior) of users within the browser without any cookies. It determines up to 350 cohort-based topics per user that could be adjusted as matching or sensitive and stored up to one week.

      First-Party Data

      Leveraging and storing the first-party data (1P data) collected by the publisher across all applicable devices (websites, apps, smart TVs) within the customer data platform (CDP) unveils the possibility to consolidate all the touch-points with the audience as well as to build a coherent profile of each user required for more targeted campaigns.                                                         

      Universal IDs

      A universal ID, a single identifier assigned to each user, allows passing anonymized information about that user to the approved partners. There are 1P data-based (LiveRamp, ID5, etc.), proprietary (TTD, Stroer, Criteo, etc.), and industry IDs. Though it’s widely tested, a universal ID requires email addresses of users which collection could be definitely challenging.  

      Contextual Advertising

      Contextual advertising is based on keywords retrieved from the page content where topic-based targeting grants advertisers control over ad placement as well as ensures brand safety. This is an effective way to show relevant ads without collecting 3P data.

      Smaato’s holistic approach

      At Smaato(Now part of Verve Group), we’ve been building data cohorts and audiences on the basis of 1P data from in-house gaming studios, 2P data shared by our web, in-app and CTV publishers, and 3P data received from data providers and shaping it by means of advanced targeting options (geo segments and geo-fencing, behavioral, contextual and privacy targeting).

      Mostly, it’s been centered around our contextual ad technology. This includes Moments.AI™, which focuses on real-time delivery to the freshest URLs and most relevant content. Our contextual toolbox also contains ATOM (anonymized targeting on mobile), a pioneering privacy-first targeting product based on AI algorithms.

      Alongside data and technology, we’ve been actively measuring performance via CPM, CTR, and VCR where personal data is not needed.

      Thus, even with our strict adherence to and adoption of all data regulations as well as bracing for cookies and IDs to crumble, we’ve been seeing a high potential to deliver effective omnichannel campaigns for marketers as well as to add value to the ad monetization of publishers.

      Most searched questions

      What are cookies?

      What are the alternatives if cookies are removed?

      Most searched queries

      Cookies

      Cookieless world

      ID

      Hello readers! Hope you liked what you read today. Click the like button at the bottom of this page and share insights with your colleagues and friends!

      For more such amazing thought leadership articles on technology follow Digilah people.

      Categories
      Mar Tech

      Customer Loyalty in Digital Times: Learning it the Easy Way

      Written by Abdulla Mahmood on Digilah (Tech Thought Leadership)

      In today’s fast paced digital era, there is a clutter of brands popping out of everywhere and anywhere to catch the attention of customers on digital screens and trying to convert them into loyal customers. The marketers are facing unprecedented challenges in achieving their objectives of having customers be loyal to your brand with the hope that they follow the brand on social media platform, endorse your brand and spread the positive word about your brand digitally.

      Sometime back a marketing colleague from the industry was discussing with me the scenario of catching the customer’s eyeballs. Expecting consistent loyalty from the ever-demanding customers has become a daunting task as part of brand management. Thanks to the advent of social media, the customers are empowered more than ever, and their loyalty can swing anywhere and anytime depending on their off-line or online brand experience.

      I agreed on the points raised by my colleague, but I didn’t want to give my point of view using marketing strategies, management jargons, statistics etc. I was pretty much sure that he may already be bombarded with various marketing gurus’ theories and the abundance of marketing related content available online.

      So, I gave my perspective by asking him if he would join me during my next visit to my hair salon. He gave me a weird look which was not unexpected as it may have not made sense to him at that point of time, but I liked his instant response that he was more comfortable going to his regular salon. Bingo!

      I asked him why he would stick to the same salon, his answers were brisk as below:

      1) The salon is a neat place with good, experienced hairdressers

      2) His regular hairdresser knew what kind of a haircut suits him based on the previous umpteen visits to the salon 

      3) The hairdresser also understands how to change hairstyle suiting his personality depending on new fashion trends 

      4) The hairdresser gives him a free good head massage that relaxes him post every haircut and sometimes induces him into a facial package when his face looks haggard 

      5) The cost is not at all high for the services the hairdresser offers him

      6) The salon is located close to his house

      7) Last but not least, he enjoys the entertaining chats during the hair cut that revolves around his favorite topic of movies and sports while at the same time the hairdresser provides him insights on the local area activities and updates that he may not get to read in the local newspapers.

      I was impressed with his customer loyalty to the salon, and I just translated his experiences into a familiar marketing lingo addressing each of his point as below:

       1) Quality Products and Services

      2) Understanding and Personalizing Customer Needs

      3) Improvised Services by Pre-empting Trends

      4) Offering Value-Added- Services 

      5) Offering Value-For-Money

      6) Location of Convenience

      7) Educate, Engage and Entertain Customers

      Digitally the way we communicate with our customers may have changed but the customers’ expectations about product and services may not have drastically changed.

      Consistently offer quality product and services with VFM (Value for money) pricing, backed with integrated marketing and periodic research to gauge the consumer and competition trends. In all probability you will have consumers loyal to your brand even when the competition is fighting for the eyeball attention on digital screens. Conquer the marketing funnel using the right MarTech, and AdTech!

      My industry colleague couldn’t wait to pay his next visit to the salon to interact with his new “messiah of marketing” so that he could pay closer attention to his experience in order to apply similar marketing skills in his quest to build customer loyalty towards his brands both offline and online!

      Categories
      Ad Tech

      Shaping the way of digital advertising

      Written by Alex Martinez on Digilah (Tech Thought Leadership)

      The relationship that people have with the consumption of content in digital platforms is constantly changing.

      As an audience, our needs change, the way we consume information and what we expect from the online experience when we enter a website or an app. The truth is that as digital consumers we are increasingly demanding.

      All the parts that make up the digital world make a great effort to adapt to these demands.

      One of these is to provide a pleasant online experience. What factors can determine this? A well-worked UX (user experience), and that the user finds advertisements according to their interests.

      It is on this last point that we decided to work in order to contribute our technological value.

      Five years ago, together with Ricard Luquero and Pablo Salinas, we founded Adpone, an advertising technology company with a very clear mission: to shape the future of advertising with in-house technology to achieve high performance.

      We developed a technology that is little known to most people: a solution that places premium brand ads on websites from all over the world.

      This solution meets the needs of digital players so that they can continue to offer their audiences free and quality content.

      What are website owners and advertisers looking for? Let’s break it down.

      Publishers want to make the most out of their traffic.

      By monetizing advertising inventory

      The vast majority of websites generate income through advertising. This can be done in different ways, but it is usually done by placing banners or videos in the body of the website.

      By ensuring a great online experience

      Journalists and content creators make a great effort to generate original and quality content, and to position it organically in search engines. All this, to build trust in their audiences and make them want to return to the website.

      For this to be possible -and at the same time profitable- the advertising they show must be consistent with each content.

      Advertisers seek to make good impressions.

      By reaching their target audiences

      Every advertising campaign has at least two parts. The first is to design compelling creative content. The second, to implement this campaign by placing the ads on websites according to their content. This used to be done intuitively, now it is done through advertising technology.

      By placing their content in the right place

      Context matters. Let’s imagine that a user is reading a news story about the use of toxic fertilizers in soy production and suddenly a banner of a brand of soy-containing veggie burgers appears. Obviously the impression of the brand will not be positive.

      Agencies like Adpone are responsible for placing the ads in the right context.

      In short, providing a pleasant online experience, having a profitable website and providing adequate advertisements is possible thanks to adtech companies.

      At Adpone, we sum it up as #impressionsmatter.

      Categories
      Ad Tech

      An overview of Location-based Marketing

      Written by Christian Geissendoerfer – Digilah (Thought Leadership)

      Here we are in today’s world of Marketing 5.0, where technology and digital transformation play a significant part, it is essential that marketers leverage this to address customers’ needs and truly make an impact with their marketing strategies.

      Over the past decades, the older approach to marketing at the local level has undergone a paradigm shift. Businesses are all required to adjust and adapt new technologies to keep up with the dramatic shifts in consumer behaviours.

      Increasing brand awareness and position in the hearts of consumers has become extremely difficult, particularly in today’s fiercely competitive market.

      • How to increase revenue?
      • How to interact and attract customers to shop?
      • How to optimize marketing activities?

      Those are problems that keep every business owner up at night but have yet been solved.

      So how do businesses step up their marketing game? By integrating technological tactics to deliver their messages to target customers at a granular and personal level. In this article, we would like to discuss a new marketing strategy that is Location-based Marketing.

      How does it work?

      Location-based marketing is the technology of using location data that is shared from GPS, online transactions at shopping malls, grocery stores, or photos. Using this data, marketers will be able to reach their desired audiences with more relevant advertising and content. 

      Location-based marketing works great for any and all retailers, brick and mortars, restaurants, and small local businesses. It is the best fit with these industries because of customers’ physical footprint, which synchronizes with location data. Based on their actual previous customers, marketers can create an exact set of lookalike audiences for their strategy, thus retargeting and driving those customers to return and increase loyalty.

      Let’s take a deep dive into the reasons to use Location-based marketing.

      Attract more customers and increase engagement

      Location-based marketing can help attract more customers by bringing a business to the users at a time when they are interested in purchasing that business’s product/service. For example, there is a gym and its customers are people who live in that area. What they can do is to create ads on Facebook and limit the range to people in this area, which increases the potential customers for their services.

      Build trust relationship between your target audience and your business

      When selecting a target in a specific location, you can include in the advertising information about your business for the target based on the specific characteristics they represent in that area. The content should be relevant and help them feel more connected to your business. From there, nurture their beliefs with your business.

      Increase profits from Active Marketing

      The ultimate goal of the business is to increase sales and profits through marketing activities. Collecting, analysing, and using location data can help businesses entice more people to participate in promotions, helping to optimize marketing.

      To conclude marketers love location-based marketing because it allows them to provide the users with relevant and personalized offers and messages. “Factual reports that “84% of marketers currently use location data in their marketing and ad campaigns, and 94% plan to in the future.” Hence like with any technology the key with location-based marketing, is to test, measure and refine. 

      At YOOSE, we combine cutting edge technology with deep expertise, experience and passion to help global brands and advertisers capture the opportunities of this fast-paced, ever-changing world of mobile advertising. Our location-based marketing solution is tailored to deliver the most impactful campaigns and ensure the best ROI for our customers.