Use of data: some tips for publishers and brands


The issues relating to data and privacy, although deeply connected, are grafted onto a complex and constantly evolving landscape. For marketers this means a constant focus to ensure that the data strategy is always up to date and offers the best possible value. The imminent sunset of cookies and the abandonment of FLoC by Google in favor of the ‘Topics’, will mean that marketers will have to give priority to the enrichment of first-party data, with implications on the use of data at a general level , previously focused on those of third parties.

Data partnerships are key

First party data is not a single and scalable solution, but must be integrated with other solutions to allow publishers and brands to optimize supply and demand and obtain greater value from the media. There are many options with which both can improve their first party data like best online casino australia. For example, using independent identity solutions, investing in ‘clean rooms’ and leveraging second-party data. The key to establishing partnerships that deliver value, rather than just providing data, is to examine the gaps in your first-party data and the information that could be obtained if those gaps were filled. If the insights are in line with your marketing goals, then you should proceed with those partnerships.

With privacy always in the foreground, publishers and brands are becoming more selective in choosing technology solutions for online casino like to collaborate with a ripple effect on partnerships. While ‘clean rooms’ offer, for example, numerous partnership opportunities, if they are unable to interoperate with a brand’s or publishers existing technology stacks, adopting this approach is of little value. This has helped to put a greater focus on the technical capabilities of the SSPs.

A new role for SSPs

To improve targeting and performance, SSPs are bringing their technologies and features to buyers, as PubMatic ‘s Connect is an example . Publishers and brands benefit from this approach, as it allows them to use different data strategies from the supply side, helping to make audience planning and targeting more effective, increasing reach and improving performance. All this creates a new economy and offers brands more levers to consider in media planning, thus increasing the liquidity of the ecosystem.

The challenge with any new data solution designed to minimize the impact of deleting cookies from the ecosystem is that there will always be some degree of data loss. Marketers need a strategy to measure how much this affects the effectiveness of their campaigns. While data partnerships are critical to delivering value effectively, the solution to performance measurement must always be to use first-party data as the only source of truth.

Over the next 12 months, as the ecosystem aspect of post-cookie digital advertising deepens, SSPs will play a pivotal role in shaping the future of collaboration between brands and publishers, as they are ideally placed, collaborating with thousands. of publishers and allowing brands to test different approaches quickly and scalable.

Align, communicate and collaborate

At the heart of every marketing plan is a decision-making process that evaluates how suitable a given opportunity is in relation to the objectives of the campaign and the company. To generate large-scale value engagement, marketers need to consider four elements: content, context, emotion, and sentiment. To do this, you need a functional alignment between the research, planning and activation teams of the audiences. This collaboration increases the accuracy and addressability of audience segments and creates a virtuous circle of feedback, essential for evaluating success.

From a technological point of view, different tools will be used throughout the campaign. In an ideal world there should be some degree of interoperability, and if this is not possible, consistent use of data would be required to ensure accurate measurements and optimizations. The technology is constantly evolving and it is important to keep up with the latest developments, such as – as we are in a period of change – with A / B testing capabilities that allow marketers to build robust test frameworks. .

The basic things to do

You need to start defining your goals and assessing which data are best suited to achieve them. It is important not to try to reach a predetermined number of partners or data to have in your arsenal, but to focus on quality rather than quantity.

Then think about which stages of the purchase funnel the campaign or ad focuses and evaluate the targeting options that can provide the best results. For example, if you are trying to reach individuals in the consideration stage, category targeting is a great solution, as it allows you to target, for example, coffee lovers, dog lovers or ski enthusiasts. It is good to keep scale in mind and avoid the potential risk of becoming too niche and reducing reach.

Finally, it is important to create an agnostic framework in which it is possible to plan and purchase campaigns and measure their effectiveness. We need to make sure we have the right people, with the right skills and knowledge, to interrogate the data we have, produce the necessary insights and translate them into action. For brands and publishers, the picture may seem a little scary now, but the tests being done across the industry today will lead to better marketing application. This fundamental shift away from cookie-based targeting will result in better consumer experiences for the benefit of brands and publishers.

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