The future looks bright for independent agencies.
This week: the IAB releases a new data transparency standard, a new method to track users online, the rise of independent agencies, how a data company that’s been around since 1978 is staying relevant, and much more.
The standards for third-party data are being raised to increase transparency and standardization. The IAB has created the Data Transparency Standard Compliance Program, which will annually review data providers against these new standards. Information that will now need to be reported on are dates of when user IDs are collected, the URLs, location data, and more.
‘Fingerprinting’ to Track Us Online Is on the Rise. Here’s What to Do.→
The next-generation tracking technology, according to security researchers is fingerprinting. Fingerprinting looks at the characteristics of your device such as screen resolution, operating system and model to follow you across the web as you browse. It’s called fingerprinting because once enough device characteristics have been identified, a data profile is made that identifies you just like a fingerprint. Unfortunately for users, this practice is hard to detect as it runs in the background of apps and websites.
The ad industry has experienced and continues to experience a lot of change. One positive change the industry is starting to see is a rise in independent agencies. This might seem surprising given the hold tech-giants like Facebook and Google have on the market. A survey done in the UK last year showed that a significant number of CMOs were planning to step away from large network agencies.
The American List Council (ALC) has been around since 1978. They provided data services to direct marketers to support postal campaigns. Although times have definitely changed, the ALC has stayed in the game by focusing on a new vision where identity data meets digital marketing. Rick Erwin, a long-time industry exec, has been appointed as the CEO. AdExchanger catches up with him to talk about ALC.
While PMP deals have the added benefits of brand safety and fraud issues when it comes to programmatic advertising, most of the buying still happens on the open exchange. Publishers are hoping to influence this by working with advertisers to show them the value of their PMPs. PMP deals allow publishers to maintain a direct relationship with advertisers, and give advertisers enhanced inventory and better overall campaign performance.
While streaming services have gained popularity over traditional TV, the overwhelming amount of options have consumers returning to old favorites. The Nielsen study finds that “Among streaming service users, 58% are likely to go back to their favorite traditional channels, 44% like to scan through traditional channel options, 39% scan program listings and 31% browse their DVR recordings.”
First-party data is the future. And when activated correctly can provide some major benefits to marketers. Today, most marketers activate about half of their first-party data. To reap the full benefits of first-party data marketers should prioritize top sources of data, use DMPs to segment, and leverage partners to help them unlock their data’s full potential.