Going cookieless? Not an issue, proper?
Pricey advertiser, are you gathering first-party knowledge and upgrading your contextual technique? Do you discover that there’s sufficient cookied stock on the market and that Google’s Privateness Sandbox can have you coated?
Let me put it plainly: You’re taking an enormous gamble in your firm’s means to achieve its target market, and time is working out!
We, at Intent IQ, have developed a singular set of applied sciences, instruments and advertiser options to fill the hole in your cookieless arsenal, beginning with iPhone consumer addressability, retargeting, frequency capping throughout cookie and cookieless, marketing campaign activation and full-funnel measurement, powering billions of advertisements on daily basis and the id stack of tens of hundreds of companion websites.
This text presents the steps you may take to regain the higher hand in your cookieless agenda.
Identification decision – or the size, privateness and accuracy problem
Identification decision, the power to reconcile an viewers with privacy-safe offline and on-line indicators, lies on the coronary heart of all cookieless initiatives. Its path is paved with fragmented, (rightly) regulated indicators and first-party knowledge which might be unpredictably refreshed and distinctive amongst websites, providers, browsers and units. On high of this, advertisers should take care of the incompatible approaches between cookieless Chrome and cookieless Safari (representing 44% and 49% of the North American cell browser market, respectively).
Cookieless initiatives depend on various IDs, comparable to log-in IDs, browser-based IDs, first-party IDs, contextual IDs and intent indicators, every taking a unique stab on the scale, privateness and accuracy problem. However there are limitations: For instance, contextual approaches wrestle with addressability, whereas log-in approaches wrestle with scale.
A mixture of privacy-safe addressability and scale is important for customers and advertisers to thrive in a vibrant cookieless ecosystem. We name this strategy distributed id, and it combines a number of instruments: first-party ID clustering, a common ID, an ID switchboard, and bid-stream knowledge enrichment. Let’s assessment them.
Meet first-party ID clustering, IIQ ID and the common switchboard
First-party ID clustering makes use of deep-learning algorithms to securely acknowledge that distinct browser and system indicators will be assembled into significant clusters. Right here’s how:
● Partnering with websites, apps and ad-space sellers and patrons, we acquire billions of first-party cookies and identifiers for distributors (IDFVs). Taken individually, they’re unrecognizable indicators.
● We run a number of specialised deep-learning algorithms that every deal with a clustering problem: figuring out a browser-level cluster of web sites, device-level cluster of browsers and apps, a person-level cluster of units or a home-level cluster of individuals.
● We run a number of specialised deep-learning algorithms that every deal with a clustering problem: figuring out a browser-level cluster of web sites, device-level cluster of browsers and apps, a person-level cluster of units or a home-level cluster of individuals.
● These algorithms are educated on fact units of billions of deterministic indicators which might be always up to date. The clustering processes are evaluated and reevaluated at the very least each 48 hours.
● Consent administration is an integral a part of the method, guaranteeing that privateness necessities are met and opt-outs are revered.
● Lastly, deterministic checks are carried out day by day on tens of millions of randomly chosen clusters to validate that the matching accuracy persistently exceeds 90%.
We created a multilayer common identifier to symbolize every of those significant clusters: a singular ID for a tool and its related browsers, one other for an individual and its related units and one other for a family and its related individuals. We name it “IIQ ID,” and it’s our basis for real-time, privacy-safe, exact and correct cookieless addressability at scale.
Identification decision will not be a one-company resolution. Many IDs exist throughout SSPs and DSPs, some cookied and others cookieless. To make sure most addressability for advertisers and the perfect advert expertise for customers, we synchronize IIQ ID with as many IDs of SSP and DSP companions of our ad-space-selling shoppers as potential.
The result’s a real-time “multilingual” switchboard that may ship to media patrons the person-level IDs or household-level IDs they’re accustomed to, whatever the system or browser {that a} consumer or family is having fun with.
The bid enrichment puzzle: Purchaser IDs, EIDs and APIs for advert patrons and sellers
The open internet’s programmatic panorama is fragmented throughout marketplaces, header-bidding options, buyer-seller transactional fashions and activation platforms.
However our common ID and switchboard, augmented with a set of real-time bid-stream enrichment strategies, integrations and pointers, can maximize an advertiser’s addressability and a client’s advert expertise.
Right here is how:
● Prebid Prolonged IDs (EIDs) – This knowledge array is used to insert a spread of bidder IDs within the bid stream. On behalf of our ad-space-selling companions, we facilitate the insertion of matched person-level Chrome cookie IDs in Safari and different cookieless bid requests.
● Purchaser ID – We advocate our companions to additional use the Purchaser ID to move alongside a bidder’s Chrome cookie ID for an identical Safari bid request. High DSPs that didn’t bid on cookieless units in any respect or at scale are bidding on cookieless now, utilizing their ID despatched through Purchaser ID following discussions that they had with us. It not solely allows the concentrating on of cookieless advert house however, equally necessary, allows them to regulate advert frequency throughout cookied and cookieless browsers and units so customers don’t get uncovered to irritating advert repetition and advertisers keep away from squandering precious advert marketing campaign budgets by delivering the identical advertisements to the identical particular person too many instances. We’re already seeing in CTV what a giant downside unsolved frequency capping is for each advertisers and customers. This makes addressing frequency capping through Purchaser ID essential for each the advertiser and the patron. Having stated that, as is true for any bid request, it’s as much as the DSP whether or not to reply to a cookieless bid request, whatever the presence of a cookied Purchaser ID.
● Wrappers, adapters, id modules and RTB APIs: These instruments are deployed by publishers, advert platforms and SSPs to offer them entry to cookieless monetization, irrespective of their id stack.
● DMPs and CDPs: Knowledge suppliers and techniques use our APIs to make their first-party and third-party knowledge units cookie-free and allow advertisers to achieve their desired audiences.
Intent IQ’s Distributed Identification Know-how
Time for advertisers and customers to regain the cookieless higher hand
Since IIQ ID-powered applied sciences had been launched, billions of IIQ ID-powered advert impressions have been delivered on daily basis. And, already, the whole ecosystem has skilled the advantages.
DSPs have began bidding on cookieless Safari audiences at scale, publishers have began monetizing their cookieless stock, SSPs have expanded their cookieless buy-side and sell-side choices, advertisers have expanded attain and efficiency amongst iPhone customers and customers have loved privacy-safe advert experiences and free ad-supported content material in cookieless environments.
The net is filled with cookieless visitors representing customers who’re wanting to entry free, privacy-safe and ad-supported content material, providers and leisure that aren’t barred by subscriptions or paywalls. These customers are in Safari, Firefox, Edge and CTV environments as we speak. In seven months, they are going to be in Chrome as effectively.
Not taking an motion to shut the hole means lacking out on reaching your target market at scale exterior of some walled gardens and enormous websites the place customers log in. Virtually everybody will lose: customers, advertisers, publishers and the advert tech ecosystem.
Now could be the time so that you can regain the higher hand!
