That is according to one ad agency exec charged with data oversight.
In this video interview with Beet.TV, Hearts & Science chief data officer Megan Pagliuca describes changes flowing from actions like Apple’s decision to limit ad-tracking in Safari and Google’s removal of DoubleClick ID in Europe from Chrome following GDPR.
“If you take a step back, there’s been a lot of change in the industry because of the focus on data and privacy – Apple making the changes with Safari, Google making the changes on the Google ID deprecation,” she says.
“It actually makes the walled gardens stronger because they have identity, because they have all of that PII (personally-identifiable information). It’s worse for the rest of the publishers … so there definitely needs to be this rise of a universal ID.”
“Bid rates have plummeted on Safari month over month. We see, on the same publisher, premium inventory (at) 50% cheaper prices for that same quality inventory.”
Pagliuca’s team is helping advertisers take advantage in canny new ways. “(For example), planning against audience on a premium publisher in Chrome,but then buying it in Safari and Chrome, so (we are) getting some of those pricing advantages”.
“There was this vision of having all of your data in one place, like one DMP (data management platform), one customer database – that’s no longer going to be a thing.
“As soon as you can accept that, the better. You (will) have different ‘clean rooms’ – the Facebook advanced analytics clean room, the Amazon clean room, Google’s Ads Data Hub clean room. You have to be very good at working in those environments and realise that your data is going to be in these different places.”
This video is from a series leading up to, and covering, the Xandr Relevance Conference in Santa Barbara. This Beet.TV series is sponsored by Xandr. Please visit this page to find more videos from the series.
]]>But, little by little, other platforms are getting lit up with these new tricks, too – even good ‘ol linear TV.
“On the linear side, (we) really have been focused on ‘How do we apply that programmatic mindset to our linear teams?’,” says Megan Pagliuca, media agency Hearts & Science chief data officer, in this video interview with Beet.TV.
She says that involves a transformation in measuring, planning and allocating linear TV ads.
“We essentially have pulled together a view of TV consumption and TV performance data … using ACR (automated content recognition) and set top box data sets,” Pagliuca adds. “We can then tie that into our digital log so we have a connected view.”
The new capability allows agencies to start thinking about even linear TV ad inventory as though it were akin to digital media inventory.
When platforms are able to measure real consumption of even linear TV ad play-outs, using the automated content recognition algorithms that report what viewers are really watching as opposed to panels, the data supports more sophisticated actions.
“Then we can plan with an audience-first approach, and then we can allocate,” Pagliuca explains. “The inventory we’ve gotten through the upfronts … we buy it the same way we always have, but then we reallocate that inventory based on this smarter, more data-driven view.”
You are watching Beet.TV coverage of Cannes Lions 2019. For all of our Cannes coverage, please visit this page. Thank you to our sponsors of our festival coverage which are Amobee, Innovid, Nielsen, RTL AdConnect and Teads. Special thanks to Hearts & Science for hosting Beet.TV for the Festival.
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