World News – UA – Maintaining addressability in a changing world

With the move away from third-party cookies and Apple's new provisions, which require publishers to obtain user consent to track them through its Identifier for Advertisers (IDFA), we are at a pivotal moment in the history of the digital advertising The need for greater trust has created an opportunity for the industry to move to a more open and honest ecosystem that puts consumers first and does a better job of communicating the exchange of value, while respecting the highest standards of consumer privacy and maintaining addressability

CAMEROON MAGAZINE - GM19/10/20203 Mins read78 Views

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With the move away from third-party cookies and Apple’s new stipulations requiring publishers to obtain user consent to track them through its Identifier for Advertisers (IDFA), we are at a pivotal moment in the history of digital advertising The need for greater trust has created an opportunity for the industry to move to a more open and honest ecosystem that puts consumers first and does a better job of communicating the exchange of value, while respecting the highest standards of consumer privacy and maintaining addressability

There are many ways to ensure end-to-end success on both the buy and sell side.For example, when publishers build more meaningful first-party relationships with their users, they put themselves in a better position to demonstrate their value to marketers as consenting users are more engaged, giving marketers increased confidence in their media spend and campaign performance

Publishers and marketers who prioritize addressability through authenticated traffic in a privacy-centric manner, will eventually triumph; it could be « game over » for those who don’t rotate

It is important to recognize that the third-party cookie has never been a perfect solution given its limitations and lack of transparency – which is why it is being phased out. Yet, despite all its shortcomings, it offers many benefits for publishers and marketers such as retargeting, personalization, exposure limitation and measurement Therefore, for publishers to be successful without third-party cookies, they must refocus their efforts on crafting authentication strategies that do not rely on device-based credentials such as cookies or mobile credentials. At the same time, they must ensure that any solution they adopt is neutral, sustainable and fully interoperable across all channels, including screens, mobile and connected televisions (CTV).

There is no benefit for publishers and marketers in delaying the shift to a more sustainable addressability strategy Industry had the opportunity to change tactics before browser-based restrictions were finalized and the devices Those who haven’t started this journey yet really need to understand that addressability is too important to ignore After all, it provides a direct link to audiences and without that, a publisher’s ability to target, measure and provide detailed attribution to marketing efforts will be eradicated The shift to a trust-based advertising ecosystem is already underway and now is the time to embrace it.But what does it look like in practice?

Ultimately it starts with publisher authentications This can be done in a number of ways, for example someone signing up on a website, signing up for a newsletter, or going to a community forum with their email address By doing this, consumers demonstrate their willingness to participate in a value exchange for meaningful content, experiences and more Robust authentication strategies allow publishers to leverage first party data to deliver better services, better experiences and continued engagement with a user in a primarily private way

Yet unlocking the full potential of people-based audiences on the open Internet requires investment in infrastructure and technology that preserves consumer privacy and protects personal data. This means that questionable solutions, like taking fingerprints or hashed emails, will not work in the long run, as they allow re-identification and do not require consumer consent. Instead, publishers and marketers should focus on adopting solutions that ensure personal data is never compromised, and that credentials in the two-way flow are coded partner by partner.

Improving proprietary data relationships is a win-win-win situation for all: not only is it ingrained in consumer confidence, it also improves publisher returns and enables marketers to maintain and extend the addressable range No advertiser wants to use a “spray and pray” approach when given the opportunity to target their audience more precisely

The industry may be undergoing a seismic turn, but it’s a positive transformation, from closed and untrustworthy to open and honorable Publishers and advertisers have the potential to create a more competitive marketplace, increasing scale regardless of where consumers spend their time and by implementing meaningful authentication strategies, the industry can maintain l end-to-end addressability in an ecosystem where the only constant is change

Register here to watch the RampUp Virtual World Summit sessions and learn more about how to maintain addressability with LiveRamp Identity

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