Archives for October 2019

Curated News from Digiday.com on October 9, 2019

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Publishers are chasing ways to commercialize their first-party data. Their goal: Create audience identifiers that help clients target the right people at scale, without relying on third-party cookies, then expand how those audiences can be monetized.

News Corp, The Washington Post, the Guardian, Mail Online, Insider Inc. and TI Media are among the publishers actively pursuing beyond-the-cookie strategies that prioritize identifying audiences using first-party rather than third-party cookies. In some cases, that’s led to extended contextual-targeting offerings that incorporate more granular targeting around audience intents, behaviors, sentiments and interests. In others, it involves more second-party data partnerships with advertisers or selling first-party data to be used for targeting audiences outside of their own properties.

Naturally, the method and approach varies depending on the type of publisher. But their motivations are the same: To combat the loss of third-party cookies on Safari and Firefox browsers and control their audience monetization in a world in which data-privacy regulations are far tighter, and browsers like Apple Safari continue to crush workarounds to their anti-tracking policies.

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Curated News from MarTechAdvisor.com on October 9th, 2019

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In their Brand Safety research, the Trustworthy Accountability Group Brand states, “Brand Safety is a component of a larger effort to control ad placement that a few digital advertising buyers and sellers are now starting to label as Brand Suitability.”  Brand suitability is the specific approach to content and context that matters to a particular brand, and only the brand knows what’s best for them. Common standards and other platform-level or industry-level solutions simply don’t make any sense in this case because every brand needs something different. An energy drink company, an insurance company, a toy company – each of these brands require different content and contextual guidelines.

Brands can overlook the importance of the actual content on UGC platforms in favour of audience targeting, stipulating only that content be “safe.” But, “safe” has come to mean a lot of things. Platforms rightfully focus on the eradication of dangerous and ubiquitous brand safety issues that can be managed at scale for all advertisers. The complexity comes in when brands actually want more than that, when they want content to be “suitable” to them specifically. That requires a much more granular focus on the individual creator content itself. Brands benefit most when they own brand suitability, and approach the content as a fundamental driver of their UGC media strategy.

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