In search of bigger audience scale and more user detail, they have began pooling audience ad data, in a bid to impress ad buyers who are getting high on Facebook and Google’s unrivalled offering.
Guardian + Telegraph + News UK + Reach = "Ozone", online newspaper ad sales consortium with joint campaigns, unified platform, its own tech stack and a bigger claimed audience than Facebook. https://t.co/BhA8pGHtDz
— Robert Andrews (@RobertAndrews) November 14, 2018
Other publisher alliances: 1XL, Verified Marketplace, Pangea Alliance, Project Juno/Rio/Arena. And that's just ad sales, and just UK. Others around the world, esp. Benelux, as publishers respond to common challenges. https://t.co/st3NYNx7s2
— Robert Andrews (@RobertAndrews) November 14, 2018
In the US, by contrast, such cooperation has been relatively absent.
Until now. 24/7 RealMedia founder and WPP executive David J. Moore just became CEO of BritePool, an off-shoot of Sonobi which aims to bring to market an identity graph system for the open web.
“The problem for the industry outside the wall of gardens has been that last year in North America 91% of the increase in digital spending, 2018 over 2017, went to Facebook, Google, and Amazon,” says Moore in this video interview with Beet.TV.
“Now, that’s because their have a more effective platform than the rest of the ecosystem. Arguably, they deserve that much money. The key to the future is cooperation in the open web outside of those walled gardens.”
Many tech vendors in the ecosystem, of course, now offer identity graph systems, claiming to bring together user data from disparate sources.
Moore wants publishers to get involved.
“In discussing my new venture with a number of publishers overall, I’ve never seen more desire for cooperation in the history of my time in this industry than I find today,” he says.
“This a call to action for all publishers to work together to share identities with one another so that we, too, can create an ecosystem that is every bit as effective as those as the walled gardens.
“It’s the way of the future and if we don’t work together here, the future for content and publishers in the way that they have operated in the past is not too bright.”
]]>David J. Moore, who sold his 24/7 RealMedia to WPP in 2007 and remained in the agency group in several roles, now has a new gig – and he says it combines the best interests of consumers and advertisers alike.
It’s called BritePool, an upcoming platform that will both alert users to uses of their data for advertising and will aim to give advertisers better tools to compete with big tech companies.
Moore is the new CEO of the company, which was spun out of Sonobi, and is also funded by MediaMath. BritePool has rebadged Sonobi’s Universal ID as BritePool ID, has taken 10 of its engineers and has created a “steering committee” of 17 members to guide development. Launch is slated for the summer.
“We are launching a consumer communications platform in July, where we will offer consumers the ability to download a permission-based platform that will alert them of all the advertising that’s coming their way,’ says Moore in this video interview with Beet.TV
“The new CCPA law dictates that every time a consumer’s data is being used that they have to be alerted, and give them the opportunity to opt out. Our platform will allow that to happen.
“At the same time, we’re working to create an environment where cookies are no longer used for targeting advertising. And when you think about it, the reason that Google and Facebook and Amazon are so strong is because they don’t use cookies.
“They use identity. And what we want to do is level the playing field outside the walled gardens, so that everybody can use a different mechanism for targeting advertising other than cookies, actually using identities.”
BritePool will be far from the only entity addressing the emerging issue of identity.
As digital consumption has grown from just computers, which tracked people using cookies, to multiple devices, marketers are challenged to understand the holistic profile of a single user.
Outfits like LivRamp and 4INFO already address that problem, knitting together pieces of behavior data in to a holistic profile.
Moore concedes that BritePool will offer some similar features.
“But the real differentiator is the ability to secure opt-in from consumers, and we intend to give a variety of incentives, use a variety of different formats and advertising techniques to get consumers to opt in to BritePool, and to get incentives on a regular basis as a result of that,” he says.
]]>