That is how Samantha Jacobson, Vice President of Strategy and Business Development at Oracle, sees the twin compulsion in ad targeting.
In this video interview with Beet.TV, Jacobson describes how Oracle, whose Oracle Cloud has become a big player in digital marketing solutions, sees the landscape.
Jacobson says: “Consent needs to be on the forefront of every interaction. We want to be as transparent as possible, we want to make sure that consumers are benefiting from however they are engaging, whether it’s in television or in digital.
“And as a result, we believe that a lot of the data that has been available to date will dissipate as there are higher and more transparent barriers put in place to participate.”
Third-party tracking cookies are being deprecated, while Apple is switching its IDFA mobile identifier to opt-in, alongside GDPR and CCPA privacy legislation.
In other words, traditional identifiers are drying up, leaving advertisers looking for alternative, legal ways to identify their audiences.
“We’ve really focused in on a key number of partners that have both the right data signal and consent in a way that we see as compliant,” Jacobson says, describing how vendors like TransUnion help out.
“(They) are able to marry the two together, the right level of signal, in addition to making sure that it is transparent and compliant with how we want to interface with consumers,” she says.
Oracle says that all its partners must be clear in how they are collecting user data in a consented manner.
“Ultimately, the focus is on the value we’re delivering to consumers and making sure that they have choice and transparency around how to improve their user experience,” Jacobson adds.
It could be brought in through first-party data, it can be through third-party data assets, to which we have access, it could be keyed off of emails, it can be connecting device IDs like cookies and mobile ad IDs.
But just as importantly, we think it’s important to plug in across all ecosystems, which would include Connected TV, OTT ecosystems, in addition to digital and some of the more traditional mediums.
You are watching “The New Media Reality: A Consumer-Centric View of Identity and Personalization Emerges,” a Beet.TV Leadership Series presented by Transunion. For more videos, please visit this page.
]]>Deprecation of third-party cookies, Apple’s decision to up-end its IDFA mobile targeting system, the COVID-19 pandemic and civil rights protests – these factors and more mean the industry is going through one of its most turbulent periods.
But Chris Langel thinks what lies on the other side of traditional ad-tech infrastructure being up-ended is an opportunity.
In this video interview with Beet.TV, Chris Langel, VP and GM of measurement at Oracle Data Cloud, talks about the changes which are reducing synchronization and matching of audience profile fragments.
“I think our industry will gravitate towards sort of the high water mark on some of this,” Langel says.
“Simply put, we (in the industry) were (simply) using the tools we had at our disposal. Why would you change unless you really had to, if it was working?”
Google is following Safari and Firefox in deprecating third-party cookies over the next couple of years, whilst Apple is making its IDFA iOS ad profiling system opt-in by consumers.
Langel acknowledges the difficulty: “It makes it harder to get scale. It makes it harder to find some ways to connect and tell the story.”
But Langel suggests change is perpetual and opportunity awaits.
“If there’s one great thing about our industry, it’s that it has the ability to continue to evolve and adapt,” he says.
“I see these current challenges as a big opportunity for us. So I think we’ll see a way through that as an industry together.”
Langel, whose company previously acquired the ad viewability platform Moat, says the growth of connected TV is drawing in ad fraudsters from other digital platforms.
“In this space, any time you have a lot of money and high CPMs, you’re going to have some bad actors emerge,” he says. “We’ve caught a few of these and we’ve been able to identify some of the activities that are going on behind the scenes.
“Over the last five or six years is when we’ve identified these, we’ve seen publishers and the programmatic partners that we work with be very quick to get that inventory out of our ecosystem, which is really encouraging.”
He acknowledges connected TV is complex in which to solve for fraud, with many devices acting as attack vectors for people to game the system.
“It’s going to be a constant part of our life here,” he adds.
You are watching a segment from a Beet.TV series titled Programmatic Buying: Accountability & Transparency in Focus presented by MediaMath. For more videos from the series, please visit this page.
]]>But exactly how do new media habits provoked by the pandemic change the game for marketers?
In this video interview with Beet.TV, Oracle’s Michelle Hulst – GVP, Marketing & Strategic Partnerships, Oracle Data Cloud – explains ways in which new normal will force marketers to change tack:
“Almost anyone that’s a CEO or a company leader that I’ve spoken with … definitely part of their plan going forward is to have some portion of their employee base work from home,” says Hulst. “So it’s going to be more important than ever to understand how your consumers are consuming media.”
Once upon a time, marketers could use cookies, tiny text files stored on users’ devices, to track them. But cookies’ utility had been waning in the mobile era and had declined further because of the reality that most modern consumers now use multiple devices in multiple locations across the day.
Gaining a holistic understanding of an individual user’s behavior has become the key imperative in marketing. Hulst thinks COVID-19 accelerates that.
“That’s become even more important now because you have an accelerated transition to digital devices,” she says. “Think about people that weren’t interacting from a digital standpoint in large volumes before, they are all doing that now.
“So it’s more important than ever as an advertiser, as a marketer, to know that you’re reaching your consumers with a consistent message … depending on if you’re reaching them on their phone or their laptop or through a streaming device.”
The pandemic has thrown everything up in the air, including supply chains and consumer habits.
Not only are audience members spending more time than ever with media, they are also making new purchasing decisions. Hulst thinks it is imperative that makers of those products and services understand what is going on, and how to make it stick.
“In the grocery store right now, when I go in to buy something, a lot of times brands that I’m loyal to aren’t available on the shelf and so I’m forced to switch and try a new brand,” Hulst says.
“So there is a lot of new trial happening among consumers right now. If I’m that brand that’s being tried, I want to a) know that somebody actually tried me for the first time and b) understand how I’m going to engage with them and try to encourage them to stay loyal to me.”
Many publishers’ wounds have been weeping since ad buyers began using brand safety tools’ keyword blacklisting features to bypass inventory against virus-related news stories, or even opt out of news altogether.
That is pushing many news organizations to the brink. But a growing procession of ad agency and technology provider is also stepping up to say it doesn’t help brands either.
Oracle’s Hulst calls this blocking a “blunt instrument” and “a bad thing”. She thinks there are many virus-related news stories that represent positive opportunities for adjacency.
Increasingly, companies are saying that understanding those opportunities will require technology that can go beyond simple keyword-based blocking. In that space, “contextual targeting”, which can run analyses on content in order to serve up more granular cues about things like sentiment and topicality, is emerging a possible solution.
This video is part of a series titled Navigating Accelerated Change, presented by Transunion. For more videos, please visit this page.
]]>“If all we do as an industry is make television look like digital programmatic today and the mess of the supply chain that exists out there, then we will fail,” says Mediaocean CEO Bill Wise. “We need to keep the economics of TV today and leverage the targeting and the data available for digital but we need to do it efficiently.”
Wise sees convergence “as not necessarily a buying problem but a planning and measurement problem” that it has sought to help remedy with internal solutions and partnerships with 4C Insights, VideoAmp and TubeMogul, among others, he explains in this interview with Beet.TV.
Since Mediaocean’s sale in August 2015 to a private equity company, it has made six acquisitions, expanded globally and expanded its customer base, 90% of which had been agencies. It now deals directly with CMO’s on a planning workflow solution called Lumina and with TV broadcasters and publishers through Prisma for Sellers.
“Planning and buying need to come together and buying and selling need to come together,” says Wise.
He notes that 4C has done “an amazing job of creating platforms” to plan, buy, measure and optimize all in one system, through advanced data, artificial intelligence and machine learning.
“The tricky part is being able to respect what makes TV the most efficient media marketplace in the world today and it continues to be. While moving it into the digital future.” Wise thinks the next few years are going to be “very interesting to watch” in the measurement space.
“I think Nielsen has done a really, really good job of expanding their datasets to be more relevant in the digital age,” Wise says, adding that comScore “has actually created a nice, viable alternative.”
Others will follow as MVPD’s “are leaning into platforms like 4C and VideoAmp and potentially TubeMogul” to leverage set-top box viewing data “and what we’re seeing is the market is almost open to there being another player in that space.”
Then there is Oracle with its acquisitions of Datalogix and Moat. “We will evolve as the industry evolves,” Wise says.
This video was produced at the Advanced Advertising Summit in New York. Please find more videos on this page from the Beet.TV series presented by 4C.
]]>“Until now it was email, text messaging, website traffic, even point of sale,” says Netter. “But not video. Video was considered TV, top of funnel advertising.”
Breaking down silos, the new solution links consumer activity in other channels with the ability to interact with video ads. In the same manner, if someone interacts with a video it can trigger a separate, targeted marketing actions.
“If you see an ad and are interested about a vacation or something and interact with it, if the brand has information about you in its database two days later it could follow up with an email about an offer,” says Netter.
ConAgra Brands—whose products include Orville Redenbacher and Bertolli—is a launch partner for the Innovid Marketing Cloud Suite, The Drum reports.
Innovid was an early pioneer of dynamic creative insertion, which can now be fueled in real time by even more customer data from non-video channels.
“What’s unique here is it’s the first time they are connected to the back-end CRM system,” Netter says of programmatic creative elements.
Based on what a marketer knows, “if you did something on the brand website, opened an email or bought a product, the next time will see ad on NBC, AOL or Hulu it would be based on other activities you have done beyond the video channel,” says Netter.
Innovid’s platform includes a Video Delivery Suite, an Analytics Suite, a Video Experience Suite and an Optimization Suite.
]]>We spoke with her after her keynote address at the Kaltura Connect customer conference in Manhattan. She talks about the growth of video within Oracle along with changes in consumption patterns by employees and customers.
The 600-person conference took place on Manhattan’s Chelsea Piers.
Disclosure: We covered the Kaltura event as part of a sponsorship.
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