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September is a busy time for the advertising tech sector with the Digital Marketing Exposition and Conference (DMEXCO) in Germany on 11th-12th a highlight for many. With recent updates from both Apple’s Safari and Mozilla Firefox signaling the death of the cookie, unsurprisingly this year’s conference was awash with adtech vendors scrambling for a sugar-free diet.
Commenting on this year’s DMEXCO Caroline Hugonenc, Global VP Research & Insight at Teads said: “We are now at a crossroads between a process of sophistication in the way the market uses data and technology platforms, coupled with the need to start evaluating simplified solutions that work for real ROI. And what was clear from the two days, was the need to bring creativity, media and technology closer together to build a better ad ecosystem and maximise the performance of campaigns.
In an era where individual metrics are often used to justify investments, the conference also highlighted the importance of focusing on qualitative KPIs. At Teads, we are working in this direction to promise transparency and quality experiences for brands and users via our Global Media Platform.
Taking a look back to the beginning of the month, September started with Firefox announcing an enhanced tracking protection feature which will block all third-party cookies for users using the internet browser. This follows in the footsteps of Apple, who tightened its anti-tracking policy and launched a request for comments on a planned move which would put an end to tracking users across Apple devices, including the Safari internet browser.
With a 66% global monthly market share on desktop and 64% on mobile devices, if Google was to follow suit it would mean the death of the third-party cookie, putting pressure on adtech vendors and publishers to use first-party data – or find alternative methods to target users with relevant messaging.
CRUNCHing the crumbled cookie
Keeping things inside the cookie tin, the Association for Online Publishing (AOP) held a sold out event inspecting the upcoming cookie changes and the implications for user identity. Speakers such as Chloe Grutchfield, Co-Founder at RedBud, Tom Pickworth, Head of Technical Operations Commercial at Mail Metro Media, and Adriana Tailor, Head of Data and Insight at TI Media came together to map out the consequences of the declining cookie and what tech solutions and identity alliances are emerging.
Amit Kotecha, Marketing Director at Permutive attended the event and comments: “The AOP CRUNCH event was a platform for the industry to have an honest conversation about ID. If we take a look at what’s happening, identity is broken and cookies are no longer the way to connect a user’s data. It’s clear any type of ID which is broadcast or transacted online is at risk. This month there has been another story about how German publishers have seen the effect of Firefox’s Enhanced Tracking Protocol, but this is pushing the industry to rethink the way that digital media is traded – controversial, but I think this is a good thing.”
And here’s some more news from the adtech industry this September which publishers need to know:
News UK partnered with ADmantX
Publisher News UK will utilise cognitive semantic tech powered by ADmantX to more accurately classify its content and deliver advertisers precision in brand safety. The data provider will help News UK across its titles; The Sun, The Times & The Sunday Times, and talkSPORT.
Commenting on the partnership, Ben Walmsley, Commercial Director – Publishing, News UK said: “The importance of context has never been greater and having technology that can truly understand the emotion and sentiment of an article is of the upmost importance.”
This latest announcement from ADmantX follows last month’s news that the Ozone Project has partnered with the data provider to power the contextual classification of its content.
Teads revealed Teads for Publishers
The global media platform announced the launch of Teads for Publishers (TFP) which will empower publishers to offer industry-leading ad experiences for both video and display. The suite of tools is designed to give publishers the ability to scale ad inventory and generate incremental revenue while also allowing them to deliver premium, brand safe user experiences.
Errol Barran, Global SVP, BBC Global News who employs Teads’ proprietary technology on the BBC Global News website commented: “Having a strong creative offer remains at the forefront of our commercial proposition to market. But that creative offer needs to provide the comfort and guarantee that it is not only safe but also underpinned by great user experience.”
Telaria introduces first comprehensive Addressable CTV solution ‘Audience Connect’ for publishers and marketers
Telaria, the complete software platform that optimises yield for leading video publishers, introduced its Telaria Audience Connect for publishers and marketers, the most comprehensive suite of addressable products built for CTV/OTT, mobile, and desktop. Audience Connect makes it easy for marketers to deliver on-target campaigns, spanning multiple addressable criteria, to best leverage the scale and quality of Telaria’s premium publishers.
Audience Connect is available through Telaria’s leading DSP partners via custom-built Private Marketplace Packages (PMPs). As with all platform products, publishers always have complete choice and control over the data they wish to expose, and to whom, on a deal-by-deal basis.
Tealium Predict launches
Tealium, the trusted leader in real-time customer data orchestration, launched Tealium Predict in September. A built-in machine learning technology for Tealium AudienceStream, its market-leading Customer Data Platform (CDP). Coupled with Tealium AudienceStream, Tealium Predict activates trustworthy machine learning insights across the entire tech stack through the creation of more intelligent audiences.
With Tealium Predict, organisations can automatically draw conclusions about what customers are likely to do in the future and design tailored programs that directly address their needs.
Tealium Predict supports any organisation, regardless of machine learning prowess. For organisations new to machine learning and looking to get started with it, Tealium Predict will allow them to create a model, deploy it, and immediately activate the value of it in Tealium AudienceStream without writing a single line of code. For organisations with existing machine learning projects, Tealium Predict allows them to easily inject the value of the existing machine learning models into their marketing and analytics stack — creating a virtuous cycle of data flow and improvement.
Adform once again named a Leader in 2019 Gartner Magic Quadrant for Ad Tech
As the only ad tech company headquartered in Europe included as a leader in the September 2019 Magic Quadrant for Ad Tech, Adform believes it brings an alternate approach to many of the advertising industry’s hottest topics.
Adform believe Gartner recognized the company for its ability to seamlessly activate and leverage workflows as an organic part of an integrated platform across DSP and Ad Server with advanced creative built in backed by a powerful DMP. Adform’s recently released DCO Pro offering serves as a capstone completing the company’s offering.
Integral Ad Science data finds UK achieves high of 70.9% viewability
UK desktop display viewability reached over 70% for the first time ever, according to Integral Ad Science (IAS) Media Quality Report for H1 2019. While global viewability averages surpassed 60% across all formats and environments, reflecting a worldwide commitment to increased quality following advertiser demands.
The report, which provides transparency into the performance and quality of UK digital media, alongside global comparisons, also notes a consistent decrease for brand risk with a 1.7 percentage point drop in H2 2019 for desktop display. Although for media buys optimised against ad fraud, levels increased by 0.2 percentage points. Despite the increase, compared to the global average of 1.1%, the UK sees less fraud, possibly due to greater awareness within the digital advertising market.
The report also sheds light on the growth of mobile app engagement. With the highest in-view duration at 22.52 seconds, UK consumers are engaging most with mobile.
