The Power of Programmatic Audio Advertising

The rise of digital audio — both as an entertainment medium and as an ad opportunity — is a growing trend that is hard to ignore.

As consumer habits are changing globally, people are increasingly streaming music and podcasts to their phones and other connected devices. This surge creates unique opportunities for programmatic audio ads.

WHAT IS PROGRAMMATIC AUDIO ADVERTISING?

Programmatic audio is the use of technology (software) to automate the process of buying and inserting ads in digital audio content such as music streaming services, digital radio and podcasts, as opposed to the traditional process of human negotiation. Using this powerful advertising medium, you can refine your targeting, improve engagement and gather advanced reporting insights.

Programmatic audio advertising offers sophisticated targeting options. Advertisers can target via advanced data points, or via non-personally identifiable logged-in data, which includes age, gender, listening habits and the device, for example a smart speaker, desktop or a mobile phone.

WHAT ARE THE ADVANTAGES OF PROGRAMMATIC AUDIO ADS?

Compared to other digital marketing channels such as Facebook advertising and search engine marketing, programmatic audio marketing such as Spotify programmatic ads is still relatively new. While the full potential of programmatic audio ads is yet to be unlocked, the many advantages of advertising programmatically in music streaming services, digital radio and podcasts are already evident.

Here are some of the key advantages of programmatic audio advertising:

  • Higher engagement
  • Reach a large audience
  • Efficient and reliable
  • Deliver more personalised ads
  • Digital audio listeners are a valuable audience
  • Form long-lasting relationships with a younger audience
  • Lesser reliance on third-party cookies

Higher engagement – unlike television, YouTube and display ads, programmatic audio does not rely on visual engagement and advertisers don’t have to compete for the user’s attention. To add to this, the majority of people listening to digital audio do so via headphones, which means that listeners aren’t able to listen to anything else while an audio ad rolls. This type of media consumption helps form a strong brand-listener bond. A report by Edison Research showed that 70% of monthly podcast listeners don’t do anything else while listening to a podcast. Digital audio commands the listener’s full attention, making this ad platform highly engaging. Because of these factors, digital audio reaches consumers in a much more immersive way.

An added benefit is that the vast majority of audio ads cannot be skipped and there is no ad-block tool for audio advertising. This means your digital audio marketing, such as Spotify programmatic ads, will have a higher exposure, maximising your return on ad spend.

Reach a large audience – the number of users on music streaming services such as Spotify is growing rapidly. Statista research shows that as of the first quarter of 2021, Spotify boasted a whopping 158 million premium subscribers worldwide, up from 130 million in the corresponding quarter of 2020. Spotify’s subscriber base has increased dramatically in the last couple of years and has more than doubled since early 2017. In Australia, 9.8 million users are listening every month, 5.6 million of whom are ad addressable.

These numbers are bound to continue growing at a rapid pace, since Spotify is investing heavily in new podcasts with the aim of becoming the world’s number one audio platform.

Efficient and reliable – using machines is a really efficient way of buying digital advertising space. In the real world, both buyers and salespeople can be expensive and unreliable. With the use of smart technology, the whole process is smoother and more cost effective.

Dynamic Audio Creative on Spotify, for example, allows advertisers to customise audio creative in real-time, serving thousands of different automated marketing messages to different segments in their audiences. With the use of smart AdTech, creative can be tailored based on weather, location, time of day, day of the week with multiple product messages – an automated process that is much more efficient and cost effective than the traditional way of marketing.

Deliver more personalised ads – with automated audio ads, marketers and advertisers can deliver more customised messages to audiences. Spotify collects over 500 billion data points every day – that’s bigger than Google Earth, Street and Maps combined. Being able to target based on real-time data, like time of day, weather and traffic patterns, music-based psychographic groups, age, gender, purchase behaviour and other consumer trends, advertisers can engage audiences with much more relevant and personalised ads.

Digital audio listeners are a valuable audience – The demographics of digital audio audiences contribute to their value as a target market. Edison Research found that digital audio audiences in the U.S., particularly podcast listeners, are affluent. Podcast listeners typically have university level education, are employed and earn a yearly household income above 100,000 USD.

Similar trends are seen in the Australian market where 44% of Spotify Free users have a university or post graduate degree and are 20% more likely to earn between 175,000 AUD and 200,000 AUD each year. This financially stabile market makes a highly valuable audience to target as they are well positioned for general prospecting.

Form long-lasting relationships with a younger audience – age is another important demographic characteristic of digital audio listeners. Digital audio is typically more popular among digitally savvy Millennials and Gen Z. By targeting these age groups with programmatic audio, you can reach a younger audience that is entering, or is already in, their prime spending years. Moreover, by connecting with a younger demographic, you can form long-lasting brand-consumer relationships that, with nurturing, will result in a higher consumer lifetime value over time.

Lesser reliance on third-party cookies – because people are increasingly consuming digital audio media across devices and apps, which requires users to log in, programmatic audio advertising don’t rely on third-party cookies. This is a significant advantage since privacy is becoming increasingly important with regards to the General Data Protection Regulation (GDPR) and Google’s decision to phase out third-party cookies in Chrome.

With a 100% logged-in audience, music streaming services like Spotify can help brands find and reconnect with their known customers using Custom Audience Matching.

HOW DOES PROGRAMMATIC AUDIO ADS WORK?

At Signifi Media, we purchase programmatic audio ads through our two delivery service partners (DSP’s), DV360 and Xandr. These premium audio exchanges enable us to purchase ad space in the pre-roll, mid-roll or post-roll of a podcast, as well as audio ads in music streming services, targeting various devices, including desktop, mobile and tablet. Having access to several publishers, including Spotify, SoundCloud, Pandora and more, we give our clients the ability to reach precise audiences across top digital audio streaming services.

Precise targeting is made possible by billions of daily data points. This, together with our DSP’s advanced machine-learning optimisation, results in a powerful voice that allows your marketing message to be heard at the right moment, by the right audience to make a meaningful connection, at the best possible cost.

By adding programmatic audio advertising into your marketing mix, you’ll be tapping into current key trends and reaching out to your target audience more effectively than ever before. Contact us now to find out what we can achieve with programmatic audio advertising for your marketing budget.

HOW MUCH DOES IT COST TO CREATE A PROGRAMMATIC AUDIO ADS CAMPAIGN?

As consumer behaviour is shifting to screenless media, spurring the growth of digital audio and advertising, it’s important for brands and businesses to evolve their digital marketing strategies. Programmatic audio advertising is a cost-efficient way of reaching relevant audiences with impactful marketing messages. The great thing about programmatic audio advertising is that it is scalable. This means that we can tailor a campaign according to your marketing budget.

Looking for a programmatic ad agency that can maximise return on ad spend for your budget? Speak to one of our digital marketing consultants about a tailored costing.


Final thoughts

Consumers are looking for better, more personalised experiences, and advertising teams need to keep up with this demand. There’s no denying the advantages of programmatic audio advertising. The number one advantage of programmatic ad buying is its extensive targeting and ability to eliminate waste.

If you are looking for a savvy programmatic ad agency that can use every possible means to reach your target demographic at the best rates, get in touch. Now is the best time to take advantage of the power of programmatic audio ads.

The Great Escape: Easter 2021

GET READY FOR THE EASER LONG WEEKEND AND HELP YOUR CUSTOMERS TO ORGANISE THE GREAT ESCAPE

“A liberating change. A change of scenery. A new experience”

Keep these words in mind because they will be the new mantra for this Easter 2021. The most anticipated long weekend of the year is close! Easter 2021 will not be ‘just another break’ we take for granted. It will be an opportunity for us to spend four days escaping our COVID lives, appreciating the fabulous state we live in. Isolation is the time to dream today, escape tomorrow. Where will you be next Easter?

Here are three ways advertisers can HELP their customers with the great ESCAPE:

  • Discovering Gems
    Get ready to CREATE NEW EXPERIENCES for your customers. Recent rapid border changes will force people to consider staying in their home state for their next adventure.SURPRISE AND INSPIRE YOUR CUSTOMERS, helping them to discover and appreciate the amazingness of their home state. If you cannot cross the border, you have to enjoy the holidays close-to-home and experience the best of your city and the countryside.
  • Embracing Local
    More than ever, Australians are supporting local business. Consumers are making a special effort to purchase from Aussie brands. It’s now time for your brand to build a deeper connection with the community and BECOME PART OF SOMETHING EXCITING. From Feb–May, local groups on Facebook globally grew their membership by 3.3X.
  • Escaping Routine
    Easter is when we enjoy getting creative, and it can be an opportunity to learn a new craft, take your culinary skills to the next level and more.You have to SUBVERT THE ROUTINE and inspire creativity and deliver a means to escape from the daily monotonous life. This is the perfect time to create video content (Reels, IG story) to share on your social platform and engage more customers.

If you want to understand better how to maximise your ads, get in touch with us, we will help you reach your brand’s specific goals.

Grow your business using Instagram’s new Keyword search

Struggling to find the right hashtags to improve your visibility on Instagram?

You don’t have to worry about it anymore because Instagram has introduced ‘the new Keyword Search option to grow business pages.

In November 2020, Instagram announced an update to its search functionality, giving users the capacity to search for specific keywords instead of being limited to profiles, hashtags, and locations. At the moment, keyword search results is a feature limited to users from English-speaking countries including Australia, New Zealand, Canada, the UK, US, and Ireland.

Have you noticed this in your account? As an owner of a business Instagram profile, this update may help your posts get found even if you have not used a specific hashtag.

To use it, open up your Instagram app on your device and head to the search bar at the bottom of your home screen. Once you type in a keyword based on what you’d like to browse, Instagram will populate related searches based on your keyword which you can tap on. It will then take you to an Explore page with an image feed related to your search.

These changes have the potential to impact how mobile is utilised for insights, targeting, and conversion attribution, which will not only affect app developers and publishers who monetise their apps but also advertisers.

Here are three ways to use Instagram keyword search:

  • Customer Engagement and Account Growth
    Finding new people from now will be easier. You can now search for posts by using the keywords that your ideal customer might use within their caption. Instagram will let people search the keywords themselves, meaning posts that feature specific content should surface, even if the tag is missing.This growth method takes getting to know your audience and their interests outside of your brand to hone in on what keywords and phrases to search. The keywords need to be written in the caption, but Instagram uses many factors and algorithms to find out what is worth surfacing and what is most relevant to the keywords typed in the search bar.
  • Market Research
    The new tool will help the companies to do competitors analysis based on their keywords and see what their audience has to say about them. They will see if a customer is happy or highlights some pain points that can be improved on the product or service.All of this helps create better content that resonates with your audience, thereby boosting your social media presence.
  • Attract your ideal customer
    Finally, Instagram’s keyword search can help your business grow on social media because it can make it easier for customers to find you.Select the correct keywords in the captions will pay off more than ever. Instagram will also rank its keyword search results based on several factors, including the type of content, captions, when it was posted, and more. The opportunity to expand and reach new people every day it now reality.

If you want to understand better how to maximise your social networks, get in touch with us, we will help you to reach your brand’s specific goals.

Apple’s iOS 14 Privacy Policy Broken Down

What you need to know about Apple’s iOS 14 Policy

In June 2020, at its annual Worldwide Developers Conference (WWDC), Apple announced product and policy changes, which will affect data sharing across iOS. On 3 September 2020 the company announced an extension period for implementing its new privacy guidelines for iOS 14 to allow companies more time to bring their apps in line with the new feature. The changes are expected to be in effect early in 2021.

The iOS 14 update, enforced via iOS 14’s AppTrackingTransparency (ATT), is designed to give users the choice to block the IDFA (Identifier for Advertisers) at the app level, which means that users will not be tracked by default anymore.

This means that, going forward, apps will be required to get permission from users to track them or access their device’s IDFA.

Another key change in iOS 14 is in location sharing. iOS 14 allows users to choose whether they want to share their precise location, or a broader, less precise radius.

These changes have the potential to impact how mobile is utilised for insights, targeting, and conversion attribution, which will not only affect app developers and publishers who monetise their apps but also advertisers.

HOW IS THE iOS 14 POLICY ENFORCED?

Previously, consumers had to opt-out if they didn’t want to be tracked. Now, when a user installs or updates their iOS, a prompt will appear. To provide permission to the app to track them, they will need to explicitly opt-in. However, Apple has noted that developers like Facebook will be able to edit a section of the text that appears in the prompt to explain why users should allow tracking.

FACEBOOK IS STANDING UP FOR SMALL BUSINESSES

Facebook has spoken out against Apple’s iOS 14 policy in a full-page newspaper ad, which appeared in the New York Times, Wall Street Journal and Washington Post, arguing that Apple’s move will force small businesses to turn to subscriptions and other in-app payments for revenue.

Responding to Facebook’s ad, Apple said: “We believe that this is a simple matter of standing up for our users. Users should know when their data is being collected and shared across other apps and websites — and they should have the choice to allow that or not.” The company noted that the new feature does not force Facebook to change the way it tracks users and approaches targeted advertising, instead “it simply requires they give users a choice.”

While Facebook supports proactive privacy measures and data transparency, they clearly don’t agree with Apple’s policy changes. In fact, their stance is that the new changes are about profit, not privacy and that the new policy is actually pushing businesses and developers into a business model that benefits Apple’s bottom line.

APPLE’S iOS 14 POLICY IS MORE ABOUT PROFIT THAN PRIVACY

According to Facebook, Apple’s iOS 14 policy changes are part of a strategy to expand their fees and services business in two ways:

  • Apple tax: Since Apple’s hardware sales are slowing down, they have to gain more revenue from their services business and one of the ways they can do this is with Apple tax.According to Facebook, the iOS 14 policy is forcing content creators to turn to ways to make money outside of advertising, such as charging subscription fees or in-app payments. These fees are subject to an Apple tax ranging from 15% to 30%, which is big business for Apple. In 2019, Apple’s App Store platform grossed around $50 billion and with these changes, Apple stands to profit even more.
  • Apple’s advertising business: Apple’s own personalised ad platform is not subject to the new iOS 14 prompt requirement they’ve imposed on other companies. In fact, Apple uses data it collects, including in-app purchase data collected from within apps owned by other companies, to improve the effectiveness of their own ads products. And those users who don’t want Apple using their data for ads, have to go find the setting deep within their iPhone settings.

WHAT DOES THE iOS 14 POLICY MEAN FOR ADVERTISERS?

  • Advertisers will be unable to accurately count all conversions for iOS users who’ve opted out, which may make it more difficult to understand the value that ads are driving for their business. Advertisers should expect to see a reduction in reported conversions across the board, even though these conversions will still be happening.
  • Advertisers won’t be able to target or exclude ads to opted-out individuals based on website or app engagement. This will cause people to see ads that are potentially less relevant for them.
  • Advertisers will be unable to accurately attribute app installs to people using iOS 14 and later.

However, Apple has noted that it is expanding its privacy-preserving SKAdNetwork ad attribution API. This will allow third-party ad networks serving ads across a wide variety of apps to provide ad attribution to developers without knowing the identity of the user.

Once Apple requires the ATT prompt, Facebook will introduce Aggregated Event Measurement to support measurement of web events from iOS 14 users. It is designed to help advertisers measure campaign performance in a way that is consistent with users’ decisions about their data.

Although personalised advertising will be impacted by iOS 14, it will definitely live on.

WHAT CAN WE EXPECT IN FUTURE?

Of course, we don’t know how long it will take for the entire Apple user base to be active on iOS 14 or higher, and how many of those users will opt-in to tracking.

Regardless, we have no doubt that the advertising industry will rally together and develop new ways of delivering targeted advertising. Facebook is already providing updates with their solutions, as well as actions their partners can take to help minimise disruption, and will continue to introduce new ad features and measurement solutions to offer the best ad performance and measurement.

As a Facebook Preferred Partner, Signifi Media has been working closely with Facebook and other big players to set new privacy-compliant industry standards and to minimise iOS 14’s impact on our clients.

Apple may have a lot of control over the way brands leverage their mobile platforms, but it does not determine marketing success. At Signifi Media, we see it not as a challenge, but as an opportunity. With the right strategy, our clients will be able to offer more human and transparent communications, ultimately building trust and strengthening their relationship with their customers for better business results in the long-term, no matter what new changes Google, Apple, Facebook, or Amazon (GAFA) announce.

Facebook Ads is Removing Its 28-Day Attribution Model

FACEBOOK ADS IS REMOVING ITS 28-DAY ATTRIBUTION MODEL FOR AD CONVERSIONS

According to Facebook’s official announcement sent directly to advertisers, Facebook Ads has removed its 28-day attribution option on October 12th, 2020.

Their statement reads: “Upcoming digital privacy initiatives affecting multiple browsers are expected to limit businesses’ ability to measure people’s interactions across domains and devices. This includes limiting the ability for businesses to attribute conversion events back to an ad over various attribution windows.”

This means that advertisers will no longer be able to track campaigns’ direct actions over a longer period. The default setting on accounts going forward will be a seven-day attribution.

Let’s take a closer look at what this means, how it will impact your marketing campaigns on Facebook, and what you can do to adapt.

How Does Attribution Models Work?

Attribution models determine how credit is given to touch points for a conversion.

Facebook’s Help Centre explains: “By default, Facebook Attribution selects a last touch model with a 1-day impression and 28-day click window. For example, if you were to select purchase as your conversion, and apply this default attribution model and attribution window, your reporting will reflect purchases that can be attributed by Facebook to the last ad click that happened within 28 days prior to purchase or the last ad impression that occurred within 1 day of purchase, whichever happened last.”

Going forward, this capacity will be limited. Instead of the standard 28-day window, advertisers will be limited to a seven-day overview of direct response performance.

Who Will it Affect?

The change will likely only impact advanced Facebook marketers, as well as those operating large scale campaigns, while automated systems that determine Facebook ad spend based on specified events will also be affected.

What Should Advertisers Do?

Advertisers should update any automated rules that rely on the 28-day attribution model. Especially for rules regulating spend and budget based on 28-day performance. Since October 12th the rule has been reverting to the seven-day model, which could impact spending.

Why the Change?

It’s not clear from Facebook’s announcement why they are changing their attribution window, but it seems as though they expect that collecting and reporting on this information will become increasingly difficult due to future “digital privacy initiatives affecting multiple browsers.”

Their statement suggests that they believe a seven-day attribution window is safe, whereas any longer window may soon lack dependability — if it’s available at all. They describe the change as “a more sustainable measurement strategy that will be more resilient to future browser changes”. It’s likely that their statement is referencing Chrome’s intention to eliminate third-party cookies in the next two years.

How Will This Change Impact Your Advertising?

It depends.

Facebook suggests that, “… you may see fewer reported conversions with a seven-day window compared to a 28-day window”.

When it comes to determining the success or failure of your ads, the new attribution window could be bad. However, the level of the impact on your reporting will depend upon the length of the customer journey, as well as how you advertise.

For example, if you typically have impulse buys or low-priced products where the sale or conversion happens quickly, you can expect very little change in conversion reporting. On the other hand, higher-priced items that may take longer for a customer to convert from initial click to purchase could result in a skewing of data.

Will it Impact Delivery or Performance?

Consent lies at the very heart of the most important data privacy law in the world, the EU’s General Data Protection Regulation (GDPR), and many other places around the world are following suit, like Brazil’s LGPD, Thailand’s PDPA, Singapore’s PDPA and South Africa’s POPIA.

The power to say “yes” or “no” to strangers who want to collect your personal data remains pivotal, which is why consent is poised to be more important than ever, integrating even closer and more seamlessly with the tracking technologies of tomorrow and the ad-tech industry itself.

In fact, consent is becoming so important that Google has taken a decisive turn with the launch of Google Consent Mode in September 2020. It enables websites to run all Google-services based on end-user consent.

Taking Advantage of First-Party Data

Facebook has reassured its advertisers: “Note that this change has no impact on delivery or performance of your ads.”

In terms of impact on delivery and performance, it’s necessary to distinguish between Facebook’s attribution window and conversion window. The attribution window is how Facebook reports on conversions; the conversion window is how Facebook optimises your ads.

Facebook is eliminating the 28-day attribution window, which wouldn’t necessarily impact the conversion window, which already falls within a maximum of seven days. This means that the performance of your Facebook ads will be unaffected.

What Happens to Historical Data?

All historical data has been available up until October 12th, 2020. Any relevant data tied to the 28-day attribution model that wasn’t downloaded prior to that date will be lost.

Need Advice and Guidance in Your Facebook Marketing?

Signifi Media has a team of social media marketing experts that will take your Facebook marketing to the next level. Contact us to take advantage of our extensive knowledge of optimisation and performance of social media advertising campaigns.

Google To Kill Third-Party Cookies In Chrome

GOOGLE TO PHASE OUT THIRD-PARTY COOKIES IN CHROME

Advertisers have relied on third-party tracking cookies for the last 25 years to track consumer behaviour online. Nearly all ad-tech platforms use cookies – whether it’s for targeting, retargeting or display advertising.

But this is soon changing.

Google has announced that they plan to phase out the support for third-party cookies in Chrome over the next two years, joining a growing list of browsers ditching the ubiquitous tracking technology.

Google’s plan to phase out third-party cookies in Chrome is part of a larger new initiative, known as Privacy Sandbox with open standards for tracking users while protecting their privacy.

Fundamentally, this move is to enhance privacy on the web. Users are demanding greater transparency, choice and control over how their data is used, which is why the web ecosystem needs to evolve to meet these increasing demands in making the web more private and secure for users.

The blocking of third-party cookies in Chrome is widely regarded as a fundamental change in online advertising. Given Google’s dominance in online advertising and that Chrome accounts for approximately 60% of the browser market share, Google’s decision to phase out third-party cookies in Chrome will have significant implications. It means discarding a mechanism that more or less sets the foundation for how personalised digital ads are delivered on the web.

Meanwhile publishers, agencies, ad-tech companies and brands are wondering what this will mean for the online advertising industry: “How will we track users? Can we survive on contextual targeting? How can we use our first-party data?”

Before we delve deeper, some basics.

What are Third-Party Cookies?

Cookies are text files with small pieces of data that are used to identify a user’s computer as they use a computer network. Third-party cookies are cookies that are set by a website other than the one the user is currently on. For example, a “Like” button on a website can store a cookie on visitor’s computer, which can later be accessed by Facebook to identify the visitor and see which websites he has visited.

Third-party cookie data allows marketers to learn about their users’ overall online behaviour, such as websites they frequently visit, purchases they’ve made and interests that they’ve shown on various websites. With this detailed data, marketers can build robust visitor profiles and create a retargeting list that can be used to display ads to.

What Google’s Privacy Sandbox Initiative Focuses on

According to Google, The Privacy Sandbox project’s mission is to “Create a thriving web ecosystem that is respectful of users and private by default.” The main mission is to end pervasive cross-site tracking through third-party cookies, which has become the norm on the web. Essentially, the underlying principle of the Privacy Sandbox is making user data anonymous, while still allowing advertisers to continue using behavioural targeting, without the pervasiveness associated with third-party cookies.

Privacy Sandbox’s main areas of focus include:

  • How to let websites collect user data from browser APIs that maintain the anonymity of individual users.
  • How to enable conversion measurements for advertisers without individual user tracking across the web.
  • How to serve ads to large groups of users without collecting identifying data from their browsers.
  • How to detect and prevent ad fraud, for example, bots, instead of real users, clicking on ads.

The End of Third-Party Cookies is Not the End of Tracking

Third-party cookies have been declining for over a decade. The first phase started in the mid-2000s when ad blockers were introduced. These browser plugins prevent ad-tech tags, like JavaScript snippets, from loading on a web page, in which case third-party cookies can’t be created.

Third-party cookies are not the only technology used today for tracking of users across the Internet. Other browsers like Safari and Firefox, which have been blocking third-party cookies since 2013, simply resort to workarounds. Facebook, for example, bypasses third-party cookies by using first-party cookies combined with a pixel tracker.

Some of the existing technologies that can track users just like third-party cookies include:

  • IndexedDB
  • Local Storage
  • Web SQL

Since the Privacy Sandbox project is in its infancy, no actual code currently exists for advertisers to test. However, there are several application programming interfaces (APIs) proposed to replace third-party cookies, one of which includes “Trust Tokens”.

The “Trust Token” API will allow developers to combat ad fraud by distinguishing the visitors that are bots and those that are real users, whilst verifying users without revealing their identity.

Another proposed process that Chrome’s Privacy Sandbox will use for remarketing is known as TURTLEDOVE (Two Uncorrelated Requests, Then Locally-Executed Decision On Victory). The interesting thing about this proposed approach is many of the key ad-decisioning and even auction mechanics will be conducted in the browser (on the user’s device) instead of by ad-tech platforms.

Google’s proposed alternatives will not be developed in a vacuum. Google Privacy Sandbox is an open standard, which means that everyone in the industry can give input and affect change. The World Wide Web Consortium has been working with Google on the development of the project, which is an indication that these standards could become consistent across browsers.

Consent is Poised to Take Centre Stage

Consent lies at the very heart of the most important data privacy law in the world, the EU’s General Data Protection Regulation (GDPR), and many other places around the world are following suit, like Brazil’s LGPD, Thailand’s PDPA, Singapore’s PDPA and South Africa’s POPIA.

The power to say “yes” or “no” to strangers who want to collect your personal data remains pivotal, which is why consent is poised to be more important than ever, integrating even closer and more seamlessly with the tracking technologies of tomorrow and the ad-tech industry itself.

In fact, consent is becoming so important that Google has taken a decisive turn with the launch of Google Consent Mode in September 2020. It enables websites to run all Google-services based on end-user consent.

Taking Advantage of First-Party Data

While third-party cookies are being phased out, first-party cookies that track basic data about your own website’s visitors are still safe, which means that first-party data that organisations gain from their website’s visitors will still remain intact.

Taking advantage of first-party data that you get when people intentionally engage with your brand is one of the ways to get around the absence third-party data.

Using email addresses or phone number as an ID is one of the ways a publisher can use their first-party data for identification. This involves a publisher asking users to create an account or provide an email address to access their content, for example to read a news article.

What Steps Should the Ad-Tech Industry Take?

With all that’s been happening in digital advertising over the past five years regarding privacy (the GDPR, etc.), it’s clear that the future of online advertising lies in privacy-friendly tech and processes.

This new update from Google is not something that should send marketers into a panic. Until Chrome shuts off third-party cookies, it will be business as usual. However, during the next two years advertisers will have to adapt and make some changes.

By planning for the future, participating in discussions around Chrome’s Privacy Sandbox, adapting their tech to make it privacy friendly, and staying abreast with new announcements, ad-tech companies will be well prepared for what lies ahead.

With all of the continual updates in online advertising, Signifi Media is taking the necessary actions to comply with the industry changes. We also have our own ad technology and in-house development team that will allow us to minimise the impact on our clients’ digital marketing. If you need expert advice and guidance in your online advertising during this transitioning phase, feel free to reach out to us.