User identification is becoming increasingly fragmented, and leveraging own consumer data is becoming more challenging.
Watch our masterclass replay to discover how an AI-powered Data Clean Room builds the bridge connecting the buy-side and the sell-side as a solution for retargeting or prospecting campaigns.
Mathias Damm, Sales Director DACH at 1plusX, and Alex Merk, Head of Data-Driven Advertising and Development at Ringier Advertising, sat down at DMEXCO@home to talk about new methods of data collaboration, including how AI-powered data clean rooms can help brands and publishers overcome today’s challenges.
Watch the masterclass recording here:
Shared Challenges Call for Collaboration
In an upcoming world without third-party cookies and mobile identifiers, advertisers are facing multiple challenges. Keen to access high-quality data and maximize reach, many have turned to the likes of Google and Facebook as stewards of troves of consumer data. However, the over-reliance on walled gardens, developed, as a result, represents a major digital marketing issue – one that threatens the ability of marketers to make the most of their own data assets. Having access to enough data isn't the only concern for advertisers. Maintaining targeting accuracy – whether that is for retargeting, prospecting, or other marketing use cases – is also a top priority.
“Advertisers are aware of the value of their first-party data. The focus now is on finding new ways to empower that data and get the most value out of it,” commented Mathias Damm. “There’s increased recognition from advertisers of the need to collaborate more on first-party data to achieve the scale and accuracy they need outside the walled gardens. But at the same time, concerns remain around maximizing the value of data while protecting user privacy.”
The fragmentation of identifiers has also prompted the industry to find new ways to maintain addressability.
“In the current fragmented online world, there are different levels of addressability depending on identifiers being available. In a third-party cookieless world, addressability will decrease and we need to rely on different solutions,” said Alex Merk.
Publishers can take full advantage of addressability for users who have opted to share their data. When identifiers are partially available, like in the case of cohorts, publishers are dealing with indirect addressability. When publishers don’t have any means to identify an individual or a group of people, they need to rely on other solutions, such as contextual targeting, to allow personalized advertising.
The Quest for Solutions
The consensus is that solving this fragmentation will require different solutions. While publishers are open to trying alternative approaches capable of dealing with the different levels of addressability, they increasingly recognize the importance of building bridges with advertisers to make addressability possible.
“Ringier's data world is very diverse and includes different data sources and identifiers,” Merk explained.
The publisher offers various data segments as socio-demographic, interests, intent, B2B, and contextually based on different data sources and identifiers. The qualitative data based on publisher, marketplace, and external partnerships is the base for the qualitative targetings the publisher offers.
“It’s important to identify the core building blocks that allow these partnerships to form and thrive,” Damm commented.
Successful data partnerships are built on the following pillars: