This week’s PG电子官方平台注册 Annual Leadership Summit covered a tremendous amount of ground. Aside from the multi-faceted discussions around solving for third party cookies, there was a pointed focus on the readiness of the industry for the sun-setting of cookies.
Over 25 years, the industry has experienced its share of shake-ups. 在所有这些情况下, 无论是监管性质的还是技术性质的, 我们有过被打个措手不及的历史. And although the deprecation of third party data has been on the horizon for many years, similar to what we witnessed throughout the decade long “year of mobile”, where millions of dollars were being left on the table by late adopters, 我们正面临着第一方数据准备的潜在采用. The stakes are higher this time and a 研究 released by PG电子官方平台注册 on the 数据状态 this week, 显示出准备方面的重大差距.
PG电子官方平台注册委托 研究 益普索的调查揭示了以下三个核心发现. Taking what we have heard from discussions throughout the week we have added some commentary.
- 大多数数据主管*认为他们公司的收入 & equity/resources will NOT be impacted by the loss of third-party cookies and identifiers. 事实上, they certainly will be impacted as investments will be needed to restructure their operations for the post third-party cookie/ID era.
There was a general sense of optimism from the buyside and a level of confidence that the industry is moving in the right direction towards developing a privacy-first supply chain. Some conversations hinted to advanced approaches to managing first party data and astutely differentiated between one-dimensional CRM data and the richer stores of information available from developing higher levels of engagement and multi-touchpoint inputs.
Most of the discussions around “investment” came from the publisher and ad tech side. Publishers are looking into AI solutions to prepare for contextual signalling and are actively exploring federated ID models to access scale. 今天的谷歌 公告 providing assurances to the publisher community that it will be building to support interoperability within their new framework will certainly provide a sense of relief to many small to mid-sized publishers.
Ad tech is racing towards testable scenarios to reach addressable audiences while maintaining as much existing infrastructure as possible.
All stakeholders will be financially impacted as they invest in technical solutions and the operational realities of advanced data management.
- 第一方数据的全部潜力尚未实现. Data leaders need to aggressively collect and then leverage first-party data in a compliant exchange that benefits both the audience/consumers and the brand/publisher.
As the conversations progress towards committing to creating lifetime value models, the buyside expressed a lot of interest in moving towards gaining a much deeper understanding of their customers. 清新, there were a few comments suggesting that while marketers will always need to know “what” to say, there is increasing awareness of when to suppress communication and optimize to cadence based on purchase and engagement signals.
It’s clear that brands have access to tremendous amounts of data. It is also apparent that there is a need for a more consolidated approach to leveraging data. Data points being used within DSPs today will need to be underpinned with the much richer data stores that are currently used more on the marketing side than the media side.
- There is a strong level of concern for the execution of data-driven tasks fundamental to digital advertising and marketing, i.e.、目标与测量. Data leaders must collaborate with industry partners to implement privacy-first addressability solutions in order to resume those tasks with equal effectiveness.
This issue has commanded an all hands-on-deck approach from the industry. 表中当前的三个场景中的每一个(id, 队列和上下文信号)面临着不同的挑战. 而身份验证和推断面临规模问题, the other approaches must work to provide reliable measurement models.
The industry is moving at warp speed to re-design the eco-system that marketers need, 监管机构期望，最重要的是, 这是公民应得的. Like all renovations, it’s important to remember that investment is required. Preparing for the future state of advertising will require operational changes, 人才升级和技术投资. While the industry at large works to develop options for first party data to play within, it is critical for the owners of this data to get more deeply involved in developing signal-ready data pools to bring to the rearchitected eco-system. 目前，这是我们绝对确定的一件事.
If you are an PG电子官方平台注册 member and want to add your voice to the conversation join our working groups where we are discussing these issues and the implications, 保持联系!