Driving Value with Addressable Advertising in the Age of Privacy

Targeting as commonly understood over the last two decades is rapidly disappearing thanks to big changes being made to device identifiers in the mobile space like IDFA and the elimination of thirdparty cookies in major browsers Google has announced that it will phase out the thirdparty cookie on Chrome browsers which account for well over half of all global traffic by 2022In recent months we have heard a number of concerning news stories about ad fraud and this time it39s the high value CPMs of Connected TV that are being targeted by the fraudsters The consequence of this is creating a bigger issue with trust One thing we can be sure of is that more regulation is coming whether it be in the form of government anticompetitive measures or the selfregulation required to prevent damage to the viewer experienceWith the right technical partner and guidance however operators and broadcasters can avoid some of those pitfalls That becomes even more important with addressability gaining pace around the world including in major markets like France Germany and the UK Addressable budgets are also increasing exponentially by 2025 almost a third of TV ad revenues will be generated by addressable thanks to three key thingsFirstly industry collaboration creating larger addressable audience targetsSecondly significant growth in the connected TV market as younger audiences shift away from the linear experience into a more ondemand experienceFinally the main factor addressable advertising simply works and more relevant advertising makes for a much better viewing experience A winwinAt the very core of this addressable revolution is identity which allows not only for the creation of a unified view of the audience but for things like measuring incremental reach and real business outcomes and for building audiences by combining first and thirdparty dataTV platform operators have an important role to play in this ecosystem as a survey by Ovum determined brands consider telcos among the best original sources for data second only to social networks Social networks received 77 percent of the vote but telcos received a very respectable 67 percent well ahead of chat app platforms and device manufacturers Why is this Advertisers know that the data is first party verified auditable and above all actionable Scale also figures into the equation By 2022 there will be more than 200 million pay TV homes in Europe expanding the ability of operators to gather that valuable dataThere are of course challenges the operators active in the space over the coming years may be relatively new to it and it may constitute only a small portion of their business They will be rightfully concerned with how their data can be activated in a privacy compliant manner and how it can be scaled to benefit a broad range of advertisers with different branding objectives Can the quality of the viewer experience be preserved or even improvedAnswering those questions becomes much easier with technology solutions such as Cadent Viewer Graph which allows operators to activate their data and take advantage of new revenue opportunities in a way that respects privacy and in a managed environment not susceptible to adfraud all while enhancing the viewer experienceUsing that kind of technology isn39t a decision It39s an imperativeFor more watch a presentation from Cadent Vice President and Managing Director EMEA John Tigg at the 2020 Future of TV Ads Global virtual conferenceTop photo courtesy of CadentClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Driving Value with Addressable Advertising in the Age of Privacy

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John Tigg

Breaking Barriers: Nada Bradbury’s AD-ID Strategy for Advertising Effectiveness and Women in Tech - By E.B. Moss

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Driving Value with Addressable Advertising in the Age of Privacy

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