Permutive | June 20, 2022
On June 15, Permutive launched the infrastructure for the responsible web- bringing together hundreds of publishers, brands, and adtech companies such as The Financial Times, Penske Media Corporation, RocketMill, Kimberley-Clark, and PubMatic to work together to use data responsibly to restore consumer trust.
Consumers are increasingly opting out of sharing their information for advertising. As many as 40% of users are browsing in cookie-less environments. Permutive research shows that up to 55% of users in Europe are hitting ‘reject all’ on cookies. Permutive’s responsible web infrastructure wants to alleviate the increasing regulatory pressure on the industry and address dwindling consumer trust and reduced addressability. The infrastructure will deliver over 20 billion targeted impressions in 2021 via publisher-owned, consented data and with no third-party cookies entering the bidstream.
“The opportunity and importance for publishers and brands to collaborate is growing in significance,” saysRyan Lewis, Media Director at RocketMill. “Understanding the audience has always been paramount in marketing, now more than ever, and by understanding, creating, and activating audiences in a privacy-centric way, brands have a truly powerful opportunity to connect and create meaningful ad experiences with consumers.”
"Permutive has created new ways to work with some of the largest advertisers in the world," saysBrett Goverman, Associate VP, Data Strategy at PMC. “Publishers need to monetize all their audiences and have the tools to communicate who their audience is and why they are valuable. Success within the responsible web is twofold; one – control over your data, and two – successful monetization of your inventory and audience.”
Permutive offers publishers 100% addressability and the tools to trigger audiences consistently across the media transaction types. Brands can activate first-party audiences by collaborating with the right media owners to extend the scale of their data. Adtech companies will be able to build on Permutive’s infrastructure to deliver incremental value by offering their customers’ audiences that are addressable, rich, consented, and relevant.
“Permutive is an ideal partner to align with to protect consumer privacy while delivering high-performing, publisher first-party-data solutions that lead the industry,” says Andrew Baron, SVP, Addressability and Marketplace at PubMatic.
“Publishers, brands and adtech partners are growing a new digital ecosystem using the Permutive infrastructure,” says Joe Root, CEO and co-founder at Permutive.
“Publishers, brands and adtech partners are growing a new digital ecosystem using the Permutive infrastructure,” says Joe Root, CEO and co-founder at Permutive. “Over 20 billion targeted impressions were delivered on our infrastructure in 2021; we’re excited to see this grow as the advertising industry moves to a more responsible web.”
Permutive has partnered with companies such as PubMatic, Neustar, and OpenX to create solutions for publishers and brands that deliver addressability at scale, without compromise.
Measured | July 27, 2022
Measured, the leading spend optimization platform for DTC advertisers, today released The State Of DTC Marketing Measurement, a new research report that explores how direct to consumer (DTC) marketers are navigating budget optimization and measurement challenges associated with ongoing upheaval in the advertising industry. Based on a recent survey of DTC marketers, conducted by media metrics consultancy Sequent Partners, the report reveals where marketers are allocating their ad spend, how they collect and manage data for performance reporting, and what tools and technology they are using to connect media investments to business results.
“New privacy rules restricting user-level tracking and shortening attribution lookback windows have had a significant impact on measurement systems and capabilities for media platforms and attribution vendors,” said Alice Sylvester, Partner at Sequent Partners. “These challenges, added to rapid shifts in consumer behavior caused by unpredictable global events, have kept marketers in reactive mode for the past few years. This research captures the current mindset of DTC marketers and evaluates how they are preparing for an unpredictable future.”
Survey responses were collected from 300+ DTC marketers, director level and above. Some of key findings include:
The greatest challenge for DTC marketers is accessing and synthesizing accurate data from disparate sources.
64% of DTC marketers spend over nine hours per week on reporting activities, with some roles spending upwards of 25 hours per week compiling performance reports.
Despite reported inaccuracies, more than 80% of DTC marketers still rely on click-based data as their primary source of media measurement.
Marketers overwhelmingly agree experiments and testing significantly improve their decision-making confidence.
Last touch is hard to quit
Despite the well-documented inaccuracies of last-click attribution, most DTC marketers are still using data from platform reporting as their primary form of measurement. 69% of marketers indicate data accuracy as a main concern, yet 81% are confident in their ability to tie media spend to business results. Findings indicate brands are either performing additional analytics, like incrementality experiments, to get a clearer picture, or they’re hazardously taking platform data at face value.
Experiments lead to confident decision-making
The methods least used currently by marketers as their primary form of measurement are incrementality experiments (4.7%) and multi-touch attribution (MTA), at 2.5%. As privacy-related challenges continue to erode the validity and popularity of MTA, marketers are increasing investments in tools and technology for in-market testing and experimentation, which can be executed without tracking users. 80.2% of respondents say testing and experiments make them more confident about media decisions.
Data is more abundant, but still unmanageable
With data management issues topping the list of challenges faced by DTC marketers, it is unsurprising that reporting efforts take up so much of their time. In contrast, the vast majority of marketers (82.4%) state that they have a single source of truth for marketing data. The contradiction suggests these systems are still inadequate for normalizing data from disparate sources and providing fast and reliable access to cross-channel insights.
“While the landscape has changed a lot and the past few years have been turbulent for so many reasons, what marketers want has remained consistent. They need to know where to put the next dollar for the best possible results - and they need to trust where they’re getting the answers,” said Trevor Testwuide, CEO and co-founder of Measured. “For brands, this research confirms that they are not alone in the seemingly endless pursuit of reliable insights. For Measured, it confirms where we need to focus our energy to provide the most value for our clients and guide them to a successful future.”
Measured is an advertising spend optimization platform built to help DTC brands make smart media investment decisions. With the only proven approach that can demonstrate the true incremental business contribution of each ad dollar spent, Measured provides reliable ongoing insights, regardless of industry changes in ID tracking and data privacy policies. Measured incrementality experiments are expertly designed for every marketing channel and are powered by a marketing data warehouse (MDW) that is custom built for each individual brand.
Since 2017, brands like Crocs, Parachute, Rothys, Ruggable, and Vuori have relied on incrementality insights from Measured to maximize media performance and drive business growth. For more information, visit measured.com.
ADVERTISER CAMPAIGN MANAGEMENT
IBM | June 27, 2022
Leading corporations want to increase the fairness of marketing campaigns. The initiative, which was announced at the Cannes Lions International Festival of Creativity 2022, brought together agencies, brands, and other thought leaders to raise awareness and take action to reduce bias in advertising technology. IBM, Delta Air Lines, WPP, Mindshare, 4A's, IAB, and the Ad Council are among the organizations that have committed.
The action is IBM's most recent effort to raise awareness and educate the public about the impact of bias in advertising technology. The company launched a research initiative in 2021 to investigate the hypothesis that bias can exist in ad technology, which preliminary findings confirmed. The study also found that using AI tools and resources in marketing processes could help to reduce bias in ad technology. More industry participation and data collection are needed to better understand the potential impact of bias on these campaigns, but several industry leaders are demonstrating early activism through IBM's Advertising Fairness Pledge by raising awareness and taking action.
“While the risk of bias in advertising is well known, by making this commitment, these organizations are among the first in the industry to take action,” said Bob Lord, IBM Senior Vice President of The Weather Company and Alliances.
“While the risk of bias in advertising is well known, by making this commitment, these organizations are among the first in the industry to take action,” said Bob Lord, IBM Senior Vice President of The Weather Company and Alliances. “Together, we are agreeing to educate ourselves and our companies and ask other industry leaders to join us in helping to mitigate bias in advertising.”
IBM also announced the free release of its Advertising Toolkit for AI Fairness 360, an open-source solution that employs 75 fairness metrics and 13 cutting-edge algorithms to help identify and mitigate biases in discrete data sets. A playbook and sample code are also provided for convenience. Organizations that use the toolkit may gain a better understanding of the presence and impact of bias in their advertising campaigns, as well as the demographics of their target audiences.
“Used correctly, data can help brands personalize consumer engagement and identify the most relevant touchpoints. However, we know that bias can exist in algorithms or technology, and that’s why we’re helping our clients to evaluate how and when to use data in a meaningful way that will benefit the customer experience,” said Mark Read, CEO of WPP. “Through WPP’s GroupM, we’ve developed the Data Ethics Compass to help clients navigate the challenges of using datasets, while IBM’s new Advertising Toolkit for AI Fairness 360 will help us to better understand the potential impact of bias. Consumers rightly expect brands to use their information in a fair way and for the industry to tackle data bias collectively, which can ultimately result in increased engagement and commercial outcomes.”
“As technology and data prevalence accelerates, the risk for bias in advertising compounds. It is our duty to address this head-on,” said Adam Gerhart, Global CEO of Mindshare. “We believe the industry needs to take clear and intentional action, which is why we are committing to leverage the Advertising Toolkit for AI Fairness 360.”
“As a global brand, we know that every decision we make, whether it’s about a supplier, an employee or an ad campaign, is a reflection of our values and the change we want to see in the world,” said Emmakate Young, Delta’s Managing Director of Brand Marketing. “We’ve long been focused on inclusive representation in our campaign creative, this effort allows us to go a step further to bring more inclusive representation to our campaign delivery.”