First-Party Data + Contextual Data = Powerful Business Outcomes
By Ted Vernon, VP of Sales at 4D
2024 seems to be the year of privacy and trust. This comes as no surprise, due to the ever-growing global data regulation enforcement, combined with the ongoing push from leading browsers to lockdown on privacy-centric initiatives aimed at protecting the consumer. Governments all across the world are making the right kind of noise around stricter legislation, urging marketers to let go of their deeply rooted habits of third-party data usage for behavioural targeting.
And, it is in this pursuit for a better future, that advertisers are returning their efforts to the holy grail of advertising and marketing – first-party data – the gold dust of the AdTech landscape, where information about consumers is used to enable relevant, empathetic and personalized advertising. For those unsure, first-party data presents some of the most valuable insights a client will gain on its ‘known audiences’. For years first-party data has been used to tailor brand messages to recent, loyal and lapsed consumers, acting as an extremely powerful data set to build brand trust and long-lasting relationships.
Up until recently, first-party data has long been used in combination with the not-so-sought-after third-party data set, and with third-party cookies decreasing in popularity, businesses are seeking new data sets that can enrich their first-party data, adding needed scale and a deeper understanding of the environments in which consumers spend time.
The answer? Contextual data. Privacy-safe by its very nature, contextual data can enhance first-party data to align brand messaging in appropriate and meaningful contexts, tapping into new audiences to bridge the gap between ‘known’ and ‘unknown’. It’s no surprise that contextual advertising spend was estimated at $227.38 billion on the global level at the end of 2023.
In fact, a WARC study reviewed 76 campaigns across eight different verticals, providing a comprehensive view of the effectiveness of contextual targeting. It revealed that contextually targeted solutions consistently outperformed industry benchmarks, delivering nearly 70% more attention for skippable ads. It’s clearly a promising future. Particularly when used with first-party data.
A Match Made in Heaven.
Let’s explore an example of how the two can work to enhance the end customer experience. Using first-party data alone, a brand’s Diaper advertising campaign may appear in written or video content that could span any topic from football to the weather. Arguably, you’re reaching a wide-scale audience through this method, but the relevancy will likely diminish due to the unknown insights surrounding the environment.
By simply blending contextual data into the mix, that brand is now able to deliver Diaper advertising, in content that is specific to newborns, new parents, and more. The brand message is tailored by first-party data, and the delivery is tailored by context. It’s a match made in heaven.
How about that for an advertising strategy that combines consensus, transparency, trust and context to create an immersive customer experience? It’s clear to see why more than 6 in 10 advertisers expect to increase their use of contextual data this year – according to a ComScore report.
Welcome to one of the most efficient and advanced methodologies for advertising online in the post-cookie world – First-party data + Contextual Data.
The Equation That Matters.
Contact me today to find out how you can tap into the new, privacy-first era with Silverbullet and 4D.
Migration Guide to 4D
Migrating your existing and future campaigns from Oracle to a new solution doesn’t have to be complicated.
We are dedicated to ensuring a seamless transition from Oracle’s Contextual Targeting Solution to 4D, offering best-in-class services tailored to your needs. Founded and developed by former Oracle experts, 4D has a data-driven foundation and has been purposefully designed to deliver business outcomes that truly matter.
Let us support you in seamlessly migrating from Oracle’s Grapeshot to 4D and experience real-time contextual optimizations and analytics.
Related Documentation
4D Migration Guide
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Seamlessly Migrate from Oracle's Grapeshot to 4D and experience real-time contextual optimizations and analytics.
Oracle recently announced the closure of its advertising business, marking the end of its efforts in the online advertising market, and its venture into contextual intelligence. This decision has left the AdTech landscape with a significant sense of loss as the well-known organization’s ambitious chapter ends.
4D is here to support your transition from the Oracle Contextual Targeting Solution (Grapeshot) to a new, advanced contextual solution designed for the privacy-first era, built by former Oracle employees.
Transition in three easy steps
To migrate your Grapeshot pre-bid categories without friction or interruption. Simply:
Fill out the 4D – Grapeshot Migration Form
A member of our team will then schedule a consultation
Our team will initiate the data migration process
No contract or account setup required.
Take full advantage of 4D’s advanced contextual solution
We are dedicated to ensuring a seamless transition from Oracle’s Contextual Targeting Solution to 4D, offering best-in-class services tailored to your needs. Founded and developed by former Oracle experts, 4D has a data-driven foundation and has been purposefully designed to deliver business outcomes that truly matter.
Category setup is directly matched to 4D’s pre-bid controls across Keyword (Inclusion/Exclusion), Brand Safety and Suitability (GARM/IAB), and Contextual Targeting for Display, Video (and YouTube), and Mobile Apps. These will seamlessly migrate and go-live on the same day within the DSP of your choice.
Additionally, we offer complimentary analytics services to all transitioned clients. These analytics will enhance your understanding of campaign performance, enabling you to optimize in real-time while providing actionable insights to improve business outcomes.
We are also pleased to honor Oracle’s Contextual Targeting rates. Our commitment to providing exceptional value to all new clients comes at no extra cost.
Get started today
Fill out this form and let us take it from there. Our dedicated account team is here to support you at every step. If you have any questions or concerns, reach out to us at info@weare4d.com
Navigating the World of Contextual Targeting - A New Starter's Journey
By Kristen Cure, Senior Account Executive at 4D
Embarking on a journey into contextual targeting can feel like stepping into a labyrinth of possibilities and complexities. As a new starter at 4D and this dynamic realm, I’ve come to realize that contextual targeting is not just about placing ads; it’s about understanding the nuances of human behavior, content relevance, and the art of making meaningful connections in the digital landscape.
At the heart of contextual targeting lies the quest to deliver the right message to the right audience at the right time. It’s about harnessing the power of context – understanding the content a user is consuming and leveraging that knowledge to tailor advertising experiences that resonate deeply.
One of the initial challenges I encountered was grasping the breadth of contextual signals available. From keywords and topics to sentiment and user intent, there’s a wealth of data waiting to be analyzed and interpreted. Learning to sift through this data and extract actionable insights is akin to mastering a new language—a language spoken not in words, but in clicks, impressions, and conversions.
But amidst the sea of data, there’s a beacon of guidance: relevance. 4D’s contextual targeting is not merely about bombarding users with ads; it’s about delivering content that adds value to their online experience. It’s about being present in the moments that matter, whether it’s offering a solution to a problem, sparking inspiration, or simply entertaining.
As I delved deeper into the intricacies of contextual targeting, I began to appreciate its versatility. Whether it’s contextualizing ads based on the surrounding content or tailoring messaging to align with specific user interests, the possibilities are endless. It’s a realm where creativity meets data-driven precision, where every campaign is an opportunity to experiment, learn, and refine.
Of course, no journey is without its obstacles. Navigating the ever-evolving landscape of privacy regulations and data compliance can be daunting. Striking the delicate balance between personalization and privacy is a constant tightrope walk, requiring careful consideration and adherence to best practices.
But despite the challenges, the rewards of mastering contextual targeting are plentiful. It’s about forging connections that transcend the digital realm—connecting brands with audiences in moments of relevance and resonance. It’s about harnessing the power of context to cut through the noise and deliver experiences that leave a lasting impression.
As the new kid on the block in 4D and in the world of contextual targeting, I’m excited to continue unravelling its intricacies, embracing its challenges, and unlocking its potential. With each campaign, each data point, and each insight gained, I’m one step closer to mastering the art of contextual connection. And though the path may be winding, the destination promises boundless opportunities for innovation and impact.
I’d love to chat with you further about 4D and how we can support you. Drop me a message via LinkedIn or contact us at info@weare4d.com
Contextual Insights: Is it really a Game Changer?
Every marketer and advertiser wants to target their known and unknown audiences to achieve optimal engagement and ultimately drive ROI. In an age where consumers are bombarded with a constant stream of information and advertisements, the ability to deliver content that resonates with individuals in the ‘right place and time’ has not just become the ‘holy grail’ of advertising and marketing, but a necessity.
And one of the most exciting advancements within AI and data is Contextual Insights.
In it’s simplest form, contextual insights refers to the practice of leveraging data and AI to extract valuable insights into consumers based on their current context. This context can encompass a wide range of factors, including location, time of day, device, browsing behavior, interests, and even environmental elements such as weather and events. By harnessing this wealth of information, advertisers can create tailored content that is more likely to capture the attention of their target audience.
Further, contextual insights can enhance the value of a marketers first-party data by providing a deeper understanding of customer behavior, preferences, and intent. Let’s dig a little deeper:
The Power of First-Party Data
First-party data, also known as “owned data,” includes information collected from your website, mobile apps, customer interactions, and other direct touchpoints. It is invaluable for understanding customer behavior, creating targeted marketing campaigns, and improving customer experiences. Brands use this data to personalize content, tailor marketing strategies, and ultimately drive conversions and loyalty.
The Challenge of Isolated Data
While first-party data is essential, it can be somewhat isolated, focusing on past interactions and purchases – which although hugely valuable, doesn reveal the whole picture. To maximize its potential, businesses need a more holistic understanding of their customers. This is where contextual insights come into play, enriching first-party data by providing a broader context around customer behavior.
Contextual Insights Explained
Contextual insights involve understanding the surrounding circumstances and factors that influence a customer’s behavior. They go beyond mere demographic information or purchase history. Instead, they explore the ‘why’ and ‘how’ behind customer actions.
Let’s explore how contextual insights enhance first-party data:
- Real-Time Behavior Analysis: Contextual insights provide real-time information about customer behavior, enabling businesses to respond more effectively. For example, knowing that a customer is browsing for winter clothing during a heatwave might prompt a special promotion for lightweight, summer apparel.
- Predictive Analytics: By examining contextual data, businesses can make educated predictions about future customer behavior. This allows for more accurate targeting and a better understanding of what products or services customers might be interested in.
- Content Personalization: Contextual insights help businesses create personalized content that resonates with customers on a deeper level. If a customer has been researching home improvement projects, showing them relevant articles or products related to their interests can significantly improve engagement.
- Improved Customer Segmentation: Understanding the context of customer interactions allows for more precise segmentation. This enables businesses to tailor their marketing efforts to specific customer groups, increasing the chances of success.
- Enhanced Customer Journey Mapping: Contextual insights help in mapping out the customer journey more comprehensively. This, in turn, helps businesses identify pain points, optimize processes, and provide a smoother customer experience.
The Role of AI and Machine Learning
The collection and analysis of contextual insights are made possible by incredible advancements in AI and machine learning (ML). These technologies, such as our very own 4D, allow businesses to process vast amounts of data and derive valuable insights quickly. For instance, AI algorithms can analyze search queries and other online behavior to understand the context in which customers are making decisions.
What’s more, the nature of contextual insight extraction means by default the methodology is fully safe as it does not rely on personal data. As businesses delve deeper into delivering the most engaging customer experience, they must also be mindful of privacy and ethical considerations. Customer consent, data protection regulations, and responsible data usage are essential components of this process, and customer trust is paramount. By blending contextual insights with first-party data, marketers can start to enrich their audiences – and therefore their messaging – with confidence that they are doing so whilst looking after their consumers.
To summarise.
Contextual insights are revolutionizing the way businesses utilise their first-party data assets to build stronger relationships with their audiences. In short, by providing a deeper understanding of customer behavior and intent, these insights enable more personalized marketing, improved customer experiences, and informed decision-making. It really is an exciting future; a future that Silverbullet is at the forefront of.
Marketing Automation: The Future of MarTech
In the ever-evolving world of digital advertising, staying ahead of the curve is crucial for success. With the rapid advancements in technology taking place every year, marketing automation continues to rise in popularity as brands look to deliver powerful CX strategies underpinned by data and AI technology. It offers a multitude of benefits that not only streamline processes but also enhance the overall effectiveness of marketing and ad campaigns. In this article, we will explore why marketing automation is poised to revolutionize the (M)adTech landscape.
Enhanced Personalization
One of the most significant advantages of marketing automation is the ability to create highly personalized and targeted campaigns. Automation tools can collect and analyze vast amounts of data, including user behaviour, preferences, and demographics, in real-time. This data-driven approach allows advertisers to deliver tailored content to individual users, resulting in higher engagement rates and improved ROI.
Improved Efficiency
Manual marketing and advertising campaign management can be time-consuming and prone to human errors. Marketing automation eliminates these challenges by automating routine tasks such as scheduling, budget allocation, and performance monitoring. This allows marketing professionals to focus on strategic planning and creative aspects, ultimately driving better results.
Real-time Optimization
In today’s fast-paced digital landscape, the ability to adapt and optimize campaigns in real-time is crucial. Marketing automation tools continuously monitor the performance of marketing campaigns or ads and make adjustments based on predefined criteria. This dynamic approach ensures that ad spend is allocated to the most effective channels and audiences, maximizing the impact of each campaign.
Multichannel Integration
Marketing automation platforms often provide seamless integration with various advertising channels, including social media, search engines, email marketing, and display advertising. This integration enables advertisers to orchestrate cohesive and consistent cross-channel campaigns. For example, if a user interacts with an ad on social media, they may receive follow-up emails tailored to their interests, creating a unified brand experience.
Data-driven Decision Making
Data is the new oil, the new ‘bacon’ the new ‘renewable energy’. No matter what analogy you want to use, data is essentially the key in successful and meaningful marketing and advertising campaigns. Marketing automation not only collects data but also provides sophisticated analytics tools that offer valuable insights into campaign performance. Advertisers can make data-driven decisions to optimize their strategies, allocate budgets effectively, and identify trends that can inform future campaigns.
Enhanced Customer journey Mapping
Understanding the customer journey is essential for delivering the right message at the right time. Marketing automation allows advertisers to map out and visualize the customer journey, identifying touchpoints and opportunities for engagement. This holistic view helps in crafting more relevant and compelling ad experiences throughout the customer’s path to conversion.
Scalability
As businesses grow and expand, their advertising and marketing needs evolve. Marketing automation platforms are designed to scale with the organization’s requirements. Whether a company is running a small-scale campaign or managing a global ad strategy, automation tools can adapt to meet these demands, making them a flexible and future-proof solution for marketers.
Cost Efficiency
While marketing automation platforms do require an initial investment, the long-term benefits often outweigh the costs. By automating repetitive tasks and optimizing budgets, marketers can significantly reduce wastage and improve the efficiency of their campaigns. This cost-effectiveness is especially valuable in an era where budgets are scrutinized closely.
Marketing automation is undeniably a core feature within the marketers tool-belt. Its ability to harness data, improve efficiency, enhance personalization, and optimize campaigns in real-time is transforming the way businesses connect with their audiences. As the digital advertising landscape continues to evolve, businesses that embrace marketing automation will gain a competitive edge and stay at the forefront of the industry. It’s not just a trend; it’s the future of MarTech.
Unlocking the Secrets of Modern Audience Engagement: A Journey into Knowing the Unknown.
This month’s debunked blog explores knowing the unknown.
As our digital world hurtles towards heightened privacy concerns and an amplified focus on first-party data, we stand at a significant crossroads, as we look to delve deeper into our audiences’ psyche. “Knowing the unknown” is a focus point for many leading global brands, as we step into the new marketing age.
A little refresh on known and unknown audiences:
- Known Audiences: Picture these as close friends at a party – you know their likes, dislikes, and maybe even their embarrassing dance moves! Essentially, they are consumers whose characteristics, preferences, and behaviors are well understood by the organization.
- Unknown Audiences: These are the intriguing strangers at the same party – mysterious and full of potential. You are not aware of their preferences, characteristics, or past interactions. These audiences may include potential customers, new market segments, casual browsers, etc.
The trick for many marketers today is to dance with both – the familiar and the mysterious – to craft a narrative that resonates no matter the audience. But how do we serenade these two distinct groups while the backdrop of our advertising stage is constantly evolving – especially with third-party cookies taking their final bow?
Many marketers are building strategies to unlock the value of first-party data in order to create that desired ‘single customer view’. And there is one friendly face that is helping many advertisers add reach and scale in the wake of the cookie; the myth, the legend, the one and only: Contextual Advertising.
Don’t knock it ‘till you’ve tried it.
Far from being an arcane relic, contextual targeting is back, and having its Cinderella moment! Its simplicity focuses on reaching new audiences based on the context of the content they are consuming online. Instead of relying on demographic or behavioral data about individuals, contextual targeting considers the environment in which the content is presented.
A trip down memory lane: How Contextual Targeting Works:
- Content Analysis: Contextual targeting algorithms analyze the content of webpages, including text, images, keywords, and metadata. This analysis helps determine the subject matter and context of the content.
- Keywords/Contextual Categories: Advertisers can specify keywords or choose contextual categories that are relevant to their products or services. For example, an outdoor gear company might target content related to hiking, camping, or adventure travel.
- Placement: Advertisements are then placed on webpages or within apps that match the chosen keywords or contextual categories. The goal is to ensure that the ad appears alongside content that is contextually relevant to the advertiser’s offerings.
In this evolving narrative, the real momentum lies in the convergence of contextual data signals with other third-party data elements, fostering a rich ecosystem of insights. Further, another exciting prospect for advertisers is blending their contextual strategies with first-party data streams, creating enriched profiles and fostering a continuous loop of learning and growth.
To hear more from myself and a host of industry experts, about how contextual targeting can transform your future strategies, register to the IAB State of Data Town Hall event!
Event Highlights:
- Understanding the Privacy Landscape: Explore how to navigate the intricacies of targeting and measurement while respecting user privacy and data protection.
- Harnessing First-Party Audience Data: Discover strategies on how to use data effectively to develop targeted campaigns that resonate with known audiences while respecting their preferences.
- AI-Driven Strategies for Unknown Audiences: Gain practical tips on expanding reach to the unknown audience while preserving data privacy.
September 26th – 1pm – 2pm EST
Spotlight Interview: Exploring Privacy with MetaRouter.
This month, Andrea Ghibaudi sits down with Jonathan von Abo at MetaRouter, to discuss all things first-party data and privacy.
In recent years, marketers have become familiar with the phrase “death of the cookie” which has played a vital role in the industry ‘movement’ towards a better future centered around privacy and data management. This ‘movement’ is a direct response from the ever-increasing data privacy regulations and ongoing consumer backlash and has gained slow, yet steady momentum among enterprise businesses.
With many clients now searching for ways to improve their processes, look after their consumers, and provide better marketing and advertising solutions for their customers, the focus always comes down to one core asset: data. First-party data has long been crowned ‘king’ throughout the (m)adtech industry, but what does it truly mean to be able to deliver a powerful first-party data strategy?
To help explore the challenges and opportunities faced by many today, we invited Jonathan von Abo, Vice President of Partners and Alliances (EMEA) at MetaRouter, who sat down with our very own Andrea Ghibaudi in our latest DataTalks Interview!
Take it away guys:
A: Thank you for joining us today, Jonathan! Before we dive into the topic of first-party data for marketing, let’s give the readers a little overview of yourself, as well as the MetaRouter business.
J: Thank you so much for having me Andrea, always a pleasure speaking to you and continue our evolution – from BlueKai (DMP), to Treasure Data (CDP) – and now, MetaRouter, where we really focus on the infrastructure that drives customer data!
A little about me – I have spent my career firstly managing infrastructure, then moved into designing solutions and finally landed running alliance functions which has ultimately allowed me to combine my passions of building solutions and nurturing relationships. Yet, what’s more interesting to me, is the data landscape and its constant evolution.
Over the past (almost 10 years), we have journeyed through this minefield together and I think we are at a really cool inflection point where regulatory and technological changes are moving the landscape. Here at MetaRouter, feel that we are a key component in this new approach focusing on data ownership, compliance, sovereignty and probably wouldn’t be here talking to you now if you didn’t feel the same!
A: Thanks JvA. First-party data has long been touted as the ‘gold dust’ of our industry and has held onto its royal crown in recent years throughout the increased regulations from governing bodies. Yet, implementing a first-party data strategy is no easy feat. From your perspective, what is the first thing a client should do in order to build a robust, first-party data strategy?
J: Like every new buzzword it’s important to do your homework. Seemingly overnight, almost every bit of technology that touched customer data became a CDP – and so too has every tag magically become “first party”. The reason ‘first-party data’ is tricky to navigate, is because there aren’t so many loopholes. It requires thought and planning (just ask anyone in the midst of a GA4 migration and they will tell you) and a dedicated infrastructure.
Thankfully legislation and the third-party cookie deprecation is now making this change ‘mandatory’ for all, with significant fines being a very good driver for change. So in short – my answer would be “to commit”.
The longer you delay the further behind your competitors you are going to be when the inevitable change happens.
A: On that topic, many still sit on the fence when it comes to the third-party cookie deprecation; some want to ‘wait and see’ what the future will bring, and others feel it will be impossible to survive without them. What is your view on the ‘cookieless future’, and what advice would you give to those who still aren’t sure what the future holds?
J: If I may just get something off my chest whilst I have this opportunity as this really bugs me every time I hear it – there is no such thing as “death of the cookie”.
Cookies are not going away, without cookies 95% of the websites today would not work. Functional cookies drive site functionality. When we say “death of the cookie” what we really mean is cookies that collect all kinds of customer data and ship that data off to ‘who knows where’ to do ‘who knows what’! This is what is dying, and rightfully so!
Personally, I think the “wait and see” time has passed, not only because the deprecation date has now been set but also because this is so much bigger than just the loss of functionality. Just look at the fines being issued, Meta $1.2Billion, Amazon $746 Million (I can go on) – this is no longer just some trivial technical bump in the road. Businesses face serious consequences by not ensuring their customers are protected and the only way of truly ensuring this is by owning the data collection and managing the compliance and distribution of it, which happens to be the essence of what we are enabling at MetaRouter.
A: There have been many headlines over the years referring to ‘cookie fatigue’ and ‘consent fatigue’ regarding the processes in place to secure compliant data from consumers online, with many businesses relying on a third-party’s compliance standards. How does MetaRouter solve for this problem, and what are your visions for the future of compliance?
J: I’m not sure about cookie fatigue, but can see how “consent fatigue” is a certainly thing. Pop-up boxes on every single site asking a range of questions every time you visit are generally being ignored now (by just clicking accept) but are a necessary evil.
The way I see it, is that if you really cared then you have the opportunity to opt out, if you don’t then you can’t really complain. For us at MetaRouter, it’s reframing how we look at it; instead of a consent management tool, see it more as consent enforcement for your data pipelines. There are plenty of consent management tools out there, and so we don’t try to play in this space. Consent in its current form its very binary – its either ‘yes’ or ‘no’, on or ‘off’!
What we enable is a more granular approach – for example: If you have told a brand that you don’t wish for them to market or advertise to you we can do two things;
- Ensure, in an auditable way, that the information never leaves your organisation into any marketing or advertising channels, and;
- Deliver that data into a data warehouse, analytics or BI platform in a compliant format so that you still have the metrics required to shape your business for success.
Compliance – like everything else – will continue to evolve, and so our focus is on providing our clients with maximum flexibility and governance on customer requests.
A: Businesses across the globe are recognising that putting the customer at the centre of their thinking delivers better engagement, higher retention, and greater customer lifetime value – all resulting in smarter business outcomes and ultimately, better ROI. Have you got any examples of businesses that are ‘doing it well’ in terms of customer-centric data strategies?
J: We have been chasing this ‘Nirvana’ ever since I have been in this space which is almost 20 years now!
First with CRM, then DMP and now CDP. And the truth is, there is no single magic tool that will get you there, as the goalpost will keep moving. In reality, technology fads will come and go, and the only way of really getting close is by having a solid data strategy and investing in the ‘not so sexy stuff’ – the plumbing, the data collection, the infrastructure, the strategy. Like many successful projects, it’s not always the shiny thing that create success, but the execution itself.
I feel “Customer Centric” is another one of those buzzwords that everyone flaunts around, however very rarely holds much clout. There are very few brands that are truly committed to make this a reality. One such company is Patagonia, and this is because they have a strong and strategic ethos that runs throughout the entire business. People identify with this maniacal type of approach and is a big driver of their success.
A: Let’s go for one more question if that’s ok! MetaRouter are paving the way for the ‘DMP 2.0’ (the next-gen data management technology) that works alongside the CDP and acts as the perfect complement to the wider MarTech stack. Can you explain to our readers what this means for marketers who are looking to build a stronger first-party data strategy?
J: We have been very fortunate at MetaRouter, mainly down to our incredible founders and their fierce determination to enable change – but also down our loyal customers who have helped us build a solution that can truly move the needle.
Having spent 3 years at a CDP, I am well aware if its strengths but also it’s limitations. CDP’s have addressed a big proportion of the current market needs when it comes to engaging known customers with PII but with the deprecation of the third-party cookie – and the sunsetting of most DMP’s – there is new gaping hole in how brands can engage.
The good news is that whist MetaRouter is able to help clients own and govern all of their customer browser data, it can also provide them with a mechanism to address the anonymous audiences in the preferred walled garden because of the proprietary relationships we have been able to build with external vendors in a first-party way. In essence, this means that your CDP can allow businesses to address both known and unknown is a safe and compliant way – all based on your own, compliant first-party data.
A: It sounds pretty exciting, and we are so delighted to be strategic partners with MetaRouter. Thank you for taking the time to share your thoughts. If people want to find you to discuss any of these topics further, how can they reach out?
Please do get in touch, I would love that. Simply drop me a message via LinkedIn:
The Privacy-First Era: Lost in Translation.
This month’s debunked blog explores the true reality of ‘privacy’.
The push towards a privacy-first era has, let’s be honest, been more of a slow walk than a race to the finish line. After years of witnessing the (m)adtech industry desperately try to make strides towards creating a safer digital world, there’s a real sense of fatigue throughout. Fatigue surrounding ‘post cookie’ deadlines; fatigue surrounding consent disclaimers; and fatigue surrounding the proclamations of the ‘new marketing age’.
It currently feels like we’re caught in a web of empty promises that reminds me a little of the ‘girl who cried wolf’, where constant misleading’s create wide-spread exhaustion. Despite various headlines stating that ‘privacy is the number one focus for brands’, the reality doesn’t seem to correspond, and we’re at risk of losing the real meaning behind a true ‘privacy-first era’.
Let’s explore how we got here.
Cookie & Consent Fatigue
Over the years, websites have increasingly become focused on asking consumers to ‘accept cookies’. As many of you reading this already know, the ‘opt-in’ process was designed to give users greater control over their data, in exchange for personalized and tailored advertising experiences. Sounds sensible right? But in practice, this has proven to be more of a ‘tick box’ exercise mapped out to ‘keep within the rules’, versus an exercise designed to protect the consumer.
Let’s be honest for a moment – have you ever paused to read the consent form (which can often be pages long) before you hit the ‘yes’ button? Even as industry experts, I am sure we are all guilty of clicking ‘yes’ to simply exit the banner quickly, rather than according to our individual advertising needs or desires.
It isn’t just the fact that consumers are left confused by how their data will be used. It’s that there are so many businesses within the consent string who will inadvertently be able to use their data when they innocently tap ‘accept’. We may be a generation of savvy, clued up consumers, yet, the existing process is so complicated, even an industry expert would be hard pressed to know exactly where their data has landed.
In an article written by Luca Bertuzzi for EURACTIV, he states “The EU Commission considers that many people are tired of these complex cookie banners and just give up on expressing their privacy preferences.”
It seems to me that this method of gaining consent (and therefore trust) has drifted so far away from what it was designed to do.
The Longest Deprecation of the Humble Cookie
As of today, we are set to see the first 1% of Google Chrome users migrate to Privacy Sandbox in the early months of 2024, according to Tech Crunch. Google’s original plan was to deprecate third-party cookies in its browser by Q2 2022, however not too long after the original announcement, Google extended its deadline until the end of 2023. In a blog post, VP of the Privacy Sandbox, Anthony Chavez wrote “The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome”.
Whether or not I agree with the constant delays from the tech giant, what I do agree with is the reason behind the deprecation. For far too long the adtech landscape has been underpinned by third-party cookies, that over time, have created a world of ‘grey areas’ when it comes to the protection of user data on the big wide web. Don’t get me wrong, I have used, promoted and worked with third-party cookies for the most part of my career, and it has been the bread and butter of programmatic since its very beginnings. But just because something is commonplace, doesn’t mean it stays relevant forever.
Some businesses feel that Google’s delay has only been to serve its own agenda, creating a new monopoly of control. Yet, many businesses refuse to believe the deprecation will actually happen, and would rather stick to what they know versus make a change for the future.
Once again, it feels like the driving force behind the cookie deprecation, has become lost in translation.
Putting Privacy Firmly on The Map
I believe it’s time to change this mindset. After all, we are – every single person reading this – consumers. Just because we work in this industry, doesn’t give us a free pass to play dirty.
Old ways of working are no longer applicable. Cookies will, whether you like it or not, be a thing of the past in the near future. Rather than ‘wait and see what happens’ why not act now? There is an abundance of incredible cookieless solutions available today, that can help to plug the cookie gap and allow you to reach consumers in the moments that matter to them – all without the use of personal data.
Sounds pretty good right? Get in touch with me today to find out more!
Why not send me a message on my LinkedIn!
Silverbullet Forms Partnership with MetaRouter to Deliver an Industry-First Solution for the Privacy-First Era.
Silverbullet, the leading boutique customer experience partner, is excited to announce its recent partnership with MetaRouter, the first fully server-side Customer Data Infrastructure, designed for performance, compliance, and control. This unique partnership will deliver an industry-first solution for the privacy-first era.
Businesses across the globe are recognizing that putting the customer at the center of their thinking delivers better engagement, higher retention, and greater customer lifetime value – all resulting in smarter business outcomes and ultimately, better ROI. In recent years, the increase in data privacy regulations and the demise of third-party cookies has placed an increased focus on customer experience in a privacy-centric world.
This partnership will provide a unique offering for organizations amid significant digital transformation initiatives. MetaRouter offers high levels of data security and governance through private cloud or platform as a service deployment, providing a first-party data collection tool to unlock powerful marketing, analytical, and ad-tech capabilities. This allows enterprises to eliminate the need for third-party browser tags or cookies, resulting in faster website speed, improved SEO, and higher conversion rates for brands.
“MetaRouter’s next-generation capabilities on anonymous first-party data management, activation and cross-domain tracking is a natural match for Silverbullet’s expertise, complementing our CX solutions suite and partner ecosystem. I am looking forward to exploring the many synergies between our organizations, and how together we can unlock measurable value for our customers”. Andrea Ghibaudi, Managing Director, Americas, Silverbullet.
Together, MetaRouter and Silverbullet will deliver an industry-first data strategy that operates in a cookieless world, with privacy and compliance management at the forefront. The joint offering will allow clients to unlock site optimization, anonymous addressability, enriched customer profiles, and real-time personalization.
“I have seen the incredible impact the team at Silverbullet can make having worked with them for almost a decade. Having successfully traversed the realms of DMP and CDP together, they have consistently been a trusted partner and a must-have as MetaRouter expands into the EMEA region. Their agility and ability to swiftly unlock technical capabilities to deliver impressive ROI for their clients perfectly aligns with our core principles and I am genuinely excited to have them join the MetaRouter family,” said Jonathan von Abo, Head of Alliances at MetaRouter.
About Silverbullet
Silverbullet is a leading Boutique Customer Experience (CX) Partner, designed to support organizations in the delivery of transformative marketing customer experiences across multiple touch-points. We help our clients to better communicate with their customers, whilst maximizing their investment in data and technology. Silverbullet operates globally with six offices across three regions: The Americas, Europe, and Asia Pacific.
About MetaRouter
MetaRouter is the first fully server-side Customer Data Infrastructure, designed for performance, compliance, and control. Deployed on your private cloud, the platform replaces third-party tags and replicates their functionality with powerful and highly configurable server-to-server integrations serving some of the world’s largest retail, consumer packaged goods, and data-centric organizations.