Tag: Digiday

‘We need an ad exchange for identity’: Overheard at the Digiday Programmatic Marketing Summit

The third-party cookie is going away (eventually, probably), but cookieless identifiers remain somewhat half-baked. First-party data has become increasingly important, but privacy concerns and privacy regulations have also increased. Personalization is a priority for many advertisers, but it comes with added costs. Ad tech firms are becoming much more capable, but this is making the programmatic supply chain a bit more complicated.

These were among the top topics discussed by brand and agency executives during a pair of closed-door sessions at the Digiday Programmatic Marketing Summit, which kicked off on May 22 in Palm Springs, California. The conversations were held under the Chatham House Rule, so Digiday could share was said while maintaining the executives’ anonymity. Here is a sampling of the conversations.

Identity crisis

“I need one scalable, proven method that’s not Google. I need it 100% scalable, ubiquitous.”

“When you’re working with different DSPs, can they work with this [cookieless identifer]? There’s this ‘yes and no’ and then ‘I can work with this, but I can’t work with that.’ So you’ve got to find a workaround, and the workaround is this pain in the ass.”

“We work a lot with LiveRamp. It’s a big headache in terms of standardizing how we’re pushing our data and getting it back. There’s always a lot of friction in terms of match rate, how many cookies we’re putting in and getting back.”

“All these different solutions and — some of them could work — but because there’s so many competing interests right now, one or two of them could work but they’re trying to do the same thing or competing so we have to test them and they don’t go anywhere.”

“They’re just too new.”

“To use an analogy, who here has been to The Cheesecake Factory? Who here hasn’t been able

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Digiday+ Investigation: Agencies’ purchasers closely favor programmatic more than immediate-bought for on line screen advertisements

Programmatic advertising is considerably from best. But that doesn’t cease company clients from investing there, specifically when they’re allocating marketing and advertising commit for online display screen adverts.

This is according to a Digiday+ Exploration study of above 100 agency experts.

Digiday’s survey uncovered that most agencies devote in on line exhibit advertisements on behalf of their shoppers. Eighty-seven percent of agency execs informed Digiday their customers shell out at minimum a tiny of their advertising budgets on on-line display advertisements — a quantity that has remained quite regular over the very last year.

The greatest share of company execs claimed their consumers commit a reasonable part of their budgets in on the internet display screen ads (30% reported this), adopted by 22% who said their clientele make investments a substantial portion of their budgets in on the web exhibit and 20% who claimed their customers set a small part of their budgets into on the web screen advertisements.

In other words, on the scale of investing in on-line display adverts as a advertising channel, most agencies’ consumers fall someplace in the center. And this development has been steady by the very last yr.

Digiday’s survey also observed that most businesses are confident that on-line show ads get the job done for their consumers. Virtually all agency pros are at the very least a tiny self-confident in on the net screen advertisements: 89% of respondents to Digiday’s study explained they have some stage of confidence the channel drives marketing success for their consumers.

The stage of self-assurance company execs have in on line screen adverts fluctuates, however.

The share of individuals who are slightly assured that on-line exhibit ads push internet marketing good results has risen steadily more than the last yr (from 15% a calendar year in the past,

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