Ashton Media’s 2021 Programmatic Summit certainly packed a punch and Integral Ad Science were delighted to play a vital part at the event by hosting an early morning Programmatic Summit Executive Breakfast on ‘‘Media Efficiency in the Age of Privacy’ held just before the main event kicked off.
Media efficiency in the age of privacy is, without doubt, a huge focus for the industry and never before has it been more critical. With an increase in the regulation of data privacy along with the depreciation of the cookie, advertisers need cost-effective options that meet both regulatory and consumer demands.
Programmatic’s efficacy for digital and its potential for scalability makes it the perfect advertising tool for global marketers. The next generation of contextual targeting technology offers marketers the newest tool to reach their audience whilst making impactful connections, solving for data deprecation and adhering to privacy requirements.
During our lively discussion our guests, who represented some of Australia’s biggest brands, agencies and publishers, discussed how they create quality connections with their consumers in the face of increased scrutiny on data. We explored the role of programmatic in scaling efficiencies in digital and discussed the need more than ever before to leverage contextual targeting in the face of increasing consumer privacy laws and data deprecation.
The guests also took part in a live poll to discover additional insights and challenges faced by them and their teams.
Key highlights from the live pole can be seen below:
In the wake of cookie deprecation, it’s no surprise that there will be a focus on building first-party data. This is not without its challenges, both time and resource. It is an expensive endeavour for some brands.
Contextual targeting is experiencing a renaissance, with a focus on sentiment and emotion. Contextual targeting is privacy-compliant and drives relevance with a marketer’s audience. It’s also a cost-effective strategy available to leverage today.
The industry continues to evolve, with a number of viable solutions available to marketers now and an even greater variety in the future. The outlook is positive, with a belief that the quality of data will be better, without the reliance on third-party cookies. This was the topic of IAS”s recent Australian Webinar which you can view here.
A consensus on the most effective third-party solution to effectively reach audiences is still pending. However, the market agrees that Unified ID, FloC and Contextual Targeting will all play a key role in the future.
Future strategies will likely leverage multiple targeting technologies, with marketers A/B testing the right mix of strategies to drive awareness vs performance.
Whilst the industry is undergoing significant changes, one thing remains crystal clear. Marketers and brands need to understand the value exchange with their customer, focusing on the consumer’s overall experience.
The future state of media will be driven by personalisation, demonstrating an understanding of the consumer, respecting their privacy and ensuring that all decisions are consumer-driven.
Finally, a big thank you to Ashton Media for such a fantastic Programmatic Summit event and to our guests for joining us at our Executive Breakfast.
To find out more about how Integral Ad Science can help ensure your digital ad campaigns are set up for success, reach out to Brandon Coleman today, bcoleman@ integralads.com
We also invite you to download more information about Context Control, IAS’s unmatched Brand Suitability solution.