We Asked Just Global How They’re Preparing for the Cookie-Free Future & More Context News. This Week in Digital Advertising: March 26th, 2021

We Asked Just Global How They’re Preparing for the Cookie-Free Future & More Context News. This Week in Digital Advertising: March 26th, 2021

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Asdrubal Hernandez!

All Contextual Is Not Created Equal: How Just Global Prepares for the Post-Cookie Future

How does top agency Just Global prepare for the impending cookie-free world? Contextual solutions, of course. Bidtellect’s Jonno Burden chats with Just Global’s Kathryn Nassar on preparing for the future while maximizing performance goals for their clients, and why contextual solutions have been in their wheelhouse long before all this cookie-talk.

Read: All Contextual Is Not Created Equal: Just Global and Bidtellect Talk Post-Cookie, Context-First Solutions by Director of Sales Jonno Burden and Just Global’s Kathryn Nassar

The Latest:

• ICYMI: Bidtellect’s Native Report analyzing platform data from Q3 and Q4 2020 is HERE. Key takeaways: Dynamic goal setting consistently leads to max ROI. Consumers prefer relevant recommendation widgets. Pandemic habits led to longer desktop engagement but higher click-throughs on mobile and tablet
. Download the report and quick state one sheet.

• Are you a big nerd for reporting and insights AND/OR saving money on your campaigns? Check out our latest Behind the Platform videos: Advanced User Insights and Bid Shading.

• Still unsure about Google’s announcement? Read VP of Product Arthur Hainline’s op-ed on third-party cookie identifiers and the ad tech industry’s confrontation of reality. Read it here: 3 Possibilities for Cookie Depreciation and the Future of Post-Cookie Identifiers

• And for more on contextual solutions and what they mean, read Bidtellect CTO Mike Conway’s piece in Digiday: Contextual advertising is key to driving performance in a post-cookies world

Case Study of the Week: Bidtellect Top-Performance Partner in IDL Test in Preparation for Cookie-Less Future

As the future of cookie-based identification looms closer, this longstanding technology client decided to “future-proof” their digital strategy with a multi-partner performance test. Read how Bidtellect beat out the competition.

Stay safe,
Charlotte

Response to Google, NEW NATIVE REPORT, & Advanced User Insights Video: This Week in Digital Advertising: March 19th, 2021

Response to Google, NEW NATIVE REPORT, & Advanced User Insights Video: This Week in Digital Advertising: March 19th, 2021

Hello Bidtellectuals!

Happy Spring Forward! Anyone else’s body clock still off? Congratulations to Bidtellectual of the Week DJ Virtue!

On Google’s Announcement: Time to Confront the Future

Google this, Google that. Google’s in the news again, what’s up with that? Wow, I won’t stick with poetry, but I will stick with plugging Arthur because his op-ed on Google’s latest announcement regarding third-party cookie identifiers and the ad tech industry’s confrontation of reality is spot on and worth your read.

Read: Google’s (Non) Announcement: 3 Possibilities for Cookie Depreciation and the Future of Post-Cookie Identifiers by VP of Product Arthur Hainline

The Native Report You’ve Been Waiting For

IT’S HERE. Our long-awaited Native Report analyzing data from Bidtellect’s platform in Q3 and Q4 of 2020. What a doozy 2020 was, huh? Are we out of the woods yet? Changing consumer habits due to lockdown translated to changes in device behavior, while content recommendations appeal to consumers. Check out the takeaways. Bottom line: we are looking good.

Some Key Takeaways:

  1. Dynamic Goal Setting Leads to Max ROI

  2. Relevant Recommendation Widget Ad Type Sees Highest Engagement

  3. Longer Engagement on Desktop, Higher Click-Throughs on Mobile and Tablet


Plus: Travel and Personal Finance Show Promising Recovery

Download: The Report and the Quick Stat Onesheet

NEW: Behind the Platform

Are you a big nerd for reporting and insights? Curious about Bidtellect’s new Advanced User Insights feature that offers TONS of capabilities in a sleek interface? Love to hear Arthur explain things?

Watch: Our latest Behind the Platform video.

Case Study of the Week: Telecom Tech Industry Pioneer Eager to Drive Traffic to Media Surpasses Benchmark by 330%

The Company was currently working with other partners that fell below their benchmarks, but Bidtellect’s in-house creative studio coupled with behavioral targeting led to success and an always-on partnership. Read more.

Stay safe,
Charlotte

Google’s (Non) Announcement: 3 Possibilities for Cookie Depreciation and the Future of Post-Cookie Identifiers

Google’s (Non) Announcement: 3 Possibilities for Cookie Depreciation and the Future of Post-Cookie Identifiers

While Google’s recent press release on the deprecation of third-party cookies offered little in the way of new information, it forced the ad tech world to face the future with a bit more clarity and perspective. Google dashed any last hopes of a silver bullet with regard to unique identifiers (I now realize there was a small part of me still hoping for a browser based Ad ID), and made it clear that they would not involve themselves in any alternative, consent-based identifier framework (though it also seems that they will not obstruct such efforts). The programmatic advertising world is facing their options having heard Google’s qualifications, but for real this time.

Three core tactics present themselves as Chrome depreciates the third-party cookie.

 

1. Consent-based, Cookie-less Identifiers and Strategies

One clear path will be to use consent-based, cookie-less identifiers. Many large players in the industry are working towards these identifiers including but not limited to LiveRamp, The Trade Desk, and Lotame. These solutions seek to preserve the framework by which the Lumascape primarily transacts programmatic advertising –identity–while sourcing identity in a privacy compliant manner. While Google clarified that they will not be investing in this type of solution, these new identity products should still work, with some caveats. The size and scale of the addressable web within the scope of these new identity products remains unknown, and the big question is, what portion of the web are advertisers willing to sacrifice in order to maintain the status quo? Quite a lot, I suspect, especially upon consideration of the investments made into DMP’s, first party data, and other countless data strategies over the years.

The typical tactics of audience targeting, re-marketing, and others will continue to work in some capacity, and agencies and brands will continue to be able to communicate those identities to DSPs and down the line for execution. The scale and addressability will all just be some amount worse, as it is now compared to a year ago, and as it was a year ago compared to the year before that.

 

google chrome no cookies

 

 

2. Google’s Proposal: FLoC Buy In

Another alternative is Google’s proposed set of solutions. The Federated Learning of Cohorts (FLoC) adheres to the rigors of privacy restrictions (self-imposed or otherwise) without requiring user consent. It sounds great, but there are a few trade-offs, most of which remain murky. Google claims “that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising,” but the methodology with which they came to that conclusion is not transparent. Google additionally proposed that audience creation and measurement can be accomplished using FLoC; these proposals, however, remain incomplete and subject to change. The lack of clear information and plans from Google makes FLoC difficult to plan for and invest in. No one is clear about how well it’s going to work, and how much work it will take to get it to work.

We can at least say that FLoC will be one solution among three that will make a large portion of the web semi-addressable, with “semi” being a flexible and unknown qualifier for some time. Another large portion of the web (everything but Chrome) will remain non-addressable.

 

3. Just Let All These Post-Cookie Identifiers Go

While staring down the prospects of unique identity and FLoC in the future, one must ask, is it really worth it? Have we strayed too far from the light? Are all these sacrifices and efforts worth hanging on to whatever scraps are left of addressable programmatic media?

Each will have to answer that question for themselves; however, we can say that with a combination of intelligent contextual targeting with aggressive optimization based on non-identity signals, audience targeted programmatic does not have a monopoly on digital performance marketing. In fact, in the grand scheme of targetable audiences that exist in the ecosystem now, very few can justify their price against their performance. Dynamic and algorithmic optimization that goes beyond bid modifiers using non-identity signals reign supreme in performance, and letting go of identity seems like the sustainable bet.

Furthermore, while the addressable web shrinks, the rest of it goes on sale. As buyers concentrate their bidding power on those auctions where the user is known and consented, those auctions where the user is not known will have fewer bidders and ultimately lower media cost.

In the end, the smartest strategy will be one that can make the best use of all the available tools. A programmatic media plan that can work with the addressable web in the new era and understand its limitations while also testing and applying non-identity based programs will be the winner. The best planners and executors will also have a keen understanding of how their different identity and non-identity tactics will interact with their measurement and attribution solutions.

 

arthur hainline bidtellect

Arthur Hainline is the VP of Product at Bidtellect

WFH With Kids, IAB Guidelines, & Groceries: This Week in Digital Advertising: March 12th, 2021

WFH With Kids, IAB Guidelines, & Groceries: This Week in Digital Advertising: March 12th, 2021

Hello Bidtellectuals!

Happy International Women’s Day to the inspiring and hardworking women at Bidtellect, in our industry, and around the world! Here’s to breaking glass ceilings, challenging assumptions, and celebrating achievements.

Congratulations to Bidtellectuals of the Week Jason Taylor and Helgi Ragnarsson!

WFH With Kids: Women Can Do It All, Even in COVID

Bidtellect’s beloved Terah Bocchi, SVP of Sales, penned an honest assessment of working from home with kids back in April. It all still rings true today. If your kids are still “zooming in” to school full or part-time, Terah’s piece will hit home. She offers key advice for managing what could be conflicting responsibilities, including over-communicating with your team and giving everyone some extra grace.

Read: Working From Home With Kids: An Honest Assessment

The Latest: IAB Releases New Privacy Guidelines, Online Grocery is Here to Stay

  • IAB released new technical specifications and best practices in response to changing privacy laws. The goal is to support the development of open-source and proprietary solutions as the “sunset” of third-party cookers across browsers is imminent. The new standards and guidlines are open for comment.
  • Even when everything is “back to normal,” customers will still continue buying groceries online, according to eMarketer’s latest report. US grocery ecommerce sales will increase by 17.8% year over year in 2021, meaning that digital grocery shoppers will buy about 11% more than they did in 2020. 
  • How ready are you for post-cookie? According to a July 2020 LiveRamp/Digiday survey, most publishers worldwide (57%) were already using an identity solution that will continue working post-cookie. But 38% planned to get one, and 4% said they had no such plans. Read more in eMarketer’s Publisher Ad Monetization After the Third-Party Cookie

Contextual Advertising = Answer to Post-Cookie World

If you haven’t read Mike Conway’s piece on contextual advertising, what are you wating for? After Google’s announcement, this is one way to manage the shifting climate. How do platforms adjust from third-party cookie identifiers to the cookieless world? How can they reach performance goals? Customers expect personalization and relevant recommendations, but they want to know where their data is going.

Read: Contextual advertising is key to driving performance in a post-cookies world

Case Study of the Week: Leading B2B Tech Company Achieves 201% Lift in Brand Awareness for New Product Line

The company’s primary goal was to build brand awareness and brand favorability for its new product line. Read how Bidtellect achieved its goal.

Stay safe,
Charlotte

Stay safe,
Charlotte

NFT Craze, Google’s Latest Announcement, & Context + Cookies: This Week in Digital Advertising: March 5th, 2021

NFT Craze, Google’s Latest Announcement, & Context + Cookies: This Week in Digital Advertising: March 5th, 2021

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Todd Green!

Contextual Advertising = Answer to Post-Cookie World

Now, more than ever, customers expect personalization and relevant recommendations. But they want to know where their data is going; privacy is at the front of every consumer and advertisers’ minds. How do platforms adjust from third-party cookie identifiers to the cookieless world? How can they reach performance goals?

Bidtellect Chief Technology Officer Mike Conway weighs in on Digiday.

Read: Contextual advertising is key to driving performance in a post-cookies world

The Latest: Google’s Latest Announcement & the NFT Craze

  • Since we all were dying for more news from Google, they made another announcement! We all knew it was coming eventually: once third-party cookies are phased out, Google will not build alternate identifiers to track individuals as they browse across the web. It will apparently have no impact on email-based identity systems such as UID 2.0 and LiveRamp’s ATS. What’s next?
  • Read this op-ed in Adexchanger for a snarky opinion that I’m here for.
  • Everybody’s talking about NFTs. That’s non-fungible token, if you missed it, which basically means that it’s unique and can’t be replaced with something else. NFTs can be anything digital and they are part of the Ethereum blockchain. Kings of Leon will be the first band to release their new album as an NFT and artist Grimes sold $6 million worth of digital art as NFTs. Last month, YouTuber Logan Paul sold more than $5 million worth of NFTs in the form of digital Pokémon cards. Is this just the latest blockchain craze or is it here to stay?
  • Speaking of crazes, everybody and their mother is talking about Clubhouse. Is it actually here to stay?

More on Context, Contextual, and Cookies 

Case Study of the Week: Consistent Conversions for a Major Energy Services Provider

A major energy service provider came to Bidtellect with one main KPI: Attract new customers from their designated markets to a landing page with a lead generation page. Read how Bidtellect delivered conversions.

Stay safe,
Charlotte

Streaming Overload, Virginia Does Privacy, WFH with Kiddos: This Week in Digital Advertising: February 26th, 2021

Streaming Overload, Virginia Does Privacy, WFH with Kiddos: This Week in Digital Advertising: February 26th, 2021

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Nicholas Herbst! A superstar!

How to Shine in a Sea of Stream

Remember when Netflix delivered DVDs? Ahh how times have changed. Now the cost of streaming services is considered a utility expense. But with so many choices (200+ streaming services!), consumers are overwhelmed and desperate for a trusted source to tell them what to watch. (It takes an average of 18 minutes for users to pick a new show! But TBH, sometimes I just give up).

How can advertisers cut through the noise and reach consumers looking for a new show to watch that matches their unique interests? We combed through the data and offer winning strategy recs.

Read: ENTERTAINMENT: HOW TO SHINE IN THE SEA OF STREAM

Virginia Joins the Privacy Party

Move over CCPA, CDPA the hottest newest privacy act. Last week, Virginia’s house of representatives and senate passed the Consumer Data Protection Act (CDPA). While in many ways it is stricter than CCPA and closer to GDPR, it also has a more limited definition of “consumer,” so it might not be as far-reaching as CCPA. Adexchanger breaks it down.

The Latest: WFH with Kids, Paramount+, Pharma

  • Parents share the best and worst realities of juggling WFH with kiddos in this heartwarming and funny piece in Digiday.
    The vaccines might be Big Pharma’s chance at redemption and winning over consumers.
    Speaking of streaming, ViacomCBS is pushing its new Paramount+ – a rebanded and revamped streaming service. What sets it apart from others is its cost structure: the service will have two tiers: $4.99 per month with ads, and $9.99 without.
    At a time when finance is on everyone’s mind, the industry would do well to step up its efforts to reach consumers with thoughtful educational content and contextual targeting to rebuild trust, in this op-ed.

ICYMI: On 2020: A Reflection

2020 is over, right? At least it says so on the calendar. Read CEO Lon Otremba’s thoughtful reflection on 2020: its challenges, triumphs, and lessons – and what it could mean for 2021.

Read it here: Bidtellect’s 2020: What We Did & What We Learned

Case Study of the Week: Financial Services Client Leverages Bidtellect Through the Purchase Funnel for Checking & Savings Campaign

A major financial services partner leveraged Bidtellect’s platform capabilities for native display and video needs, tracking CPA, CTR, and VCR goals. Read how Bidtellect overcame the challenges.

Stay safe,
Charlotte