Advertising in a Post-IDFA World: LoopMe’s Data Advisory Board Identity Series
Part 3 of a 3 part series that dives into the opportunities and challenges pertaining to the removal of persistent IDs in digital advertising featuring LoopMe’s Data Advisory Board members.
Privacy is at the forefront of digital advertising, and in recent weeks, the focus has been escalating as companies are planning to make significant changes to the use of persistent identifiers in digital advertising.
In a recent press announcement we shared details of the company’s tech performance with ALL persistent identifiers removed, including Apple’s IDFA, Google’s Ad ID and third-party cookies. We have been preparing for the changes by testing our system’s ability to adapt and perform without these specific attributes and ran scenario testing that surprisingly revealed that our AI-powered predictive models retain 96% of their previous effectiveness, giving us further confidence in LoopMe’s ability to deliver lift across campaigns while the industry undergoes these technical changes.
We also took this opportunity to sit down with LoopMe’s Data Advisory Board, including Greg Coleman (Chairman of LoopMe board and former President of Criteo and Buzzfeed), Wenda Harris Millard (Vice Chairman of MediaLink), John Montgomery (Executive Vice President of Brand Safety at WPP’s GroupM), Rishad Tobaccowala (former Publicis CGO), Eric Eichmann (Spark Networks CEO, former Criteo CEO), Iain Jacob (CEO, Chair, NED), Lynda Clarizio (former President, Nielsen US Media), Mainardo de Nardis (former OMD CEO) and Wanda Young (CMO at Samsung Electronics America) to have a discussion about the future of digital advertising in a privacy-centric world.
Moderated by LoopMe’s CEO and founder Stephen Upstone, we’ve launched this three part series that will answer questions about the impact of digital advertising on marketers, consumers and how we’ll all navigate the post-IDFA world.
Q: What impact will these changes have on measurement and attribution?
Wenda:
Measurement and attribution is one of the most important areas that need to be addressed in a post-IDFA world. Without a privacy-centered set of technologies that protect the consumer, we’ll see certain current attribution models weakened, meaning we’ll see a decrease in campaign performance. Fortunately, there are companies like LoopMe that are way ahead of the game on this, having taken an integrated approach to measurement using AI and multivariate data analysis.
Mainardo:
Wider, smarter, holistic approach to measurement & enhanced mix modeling. More complex decisioning process. Finally reaching beyond digital.
John M:
These changes make it more challenging for companies (agencies, marketers and research companies) that use 3rd party data to measure media performance and attribute impressions to the most effective media. If not addressed these changes could make digital effectiveness more difficult to define.
Lynda:
These changes will make measurement and attribution a more complex, challenging task as there will need to be greater reliance on numerous, disparate data streams and the ingestion and integration of these data streams at high volume and at scale.
Iain:
Measurement and attribution are entering a new era of maturity that can deliver powerful competitive advantage. To win requires powerful data science capability and the ability to deploy sophisticated AI to predict and optimise real business outcomes. To date, much measurement and attribution has in reality confused correlation with causation and led to poor decisions.
Q: What are the impacts to consumer experience?
John M:
Unless alternative methods of targeting and managing frequency are used, consumer experience could be negatively affected. Users do not want to see irrelevant ads at an unmanaged frequency level. This will only undermine the quality and trust of digital advertising as a medium.
Mainardo:
Enhanced. Relevant. Safer.
Wenda:
Initially, before marketers discover some of the new and best tech companies addressing the targeting issue without the use of cookies and other identifiers, the consumer may experience advertising that is less relevant to their needs and interests. That leads to less effective campaign performance and therefore lower ROI on advertising investment. In short order, though, I think that as advertisers and their agencies discover the power of LoopMe and others providing quality solutions to the issue, we will see better and better performance and a more trusting, loyal consumer. And that, of course, translates to better financial performance.
Iain:
Consumers don’t care about advertising, they don’t generally ‘seek out’ relevance, the vast majority of advertising’s impact comes from subconscious processing and emotional appeal. This is why use of data has to be way smarter at matching media and creative deployment to valuable business outcomes such as building brand equity.
Read Part 1 here and Part 2 here of a 3 part identity series.