Until April 24th, 2018, when the GDPR Transparency & Consent Framework was first launched in Europe, the new data privacy legislation was simply one of many acronyms thrown around the programmatic media buying industry that marketers were scrambling to appropriately define and apply to their brands’ digital advertising efforts. Although the General Data Protection Regulation is meant to protect the data of EU citizens, as of May 25, 2018, all companies handling data of EU citizens must adhere to these new data privacy and security measures, regardless of whether your organization is located within the EU or not.
Now no longer just an acronym, but an active law, you’ll want to make sure that you and your partners are fully compliant in order to avoid to fines as high as 20 Million Euros or 4% of annual global revenue.
Check out our white paper below outlining the GDPR, its goals, what you need to do to be compliant, and Digilant’s commitment to the regulation.
Our inboxes and news feeds are imploding with GDPR. It’s like Christmas for your inbox, the more sites you are subscribed to the more presents you get this week.
Let’s be honest, don’t you wish somebody would open and respond for you? How many of you have taken the time to open, read and opt-in or out of all those sites and or emails?
For those of us who, like myself, are old enough to remember, it feels like the Y2K panic all over again. While it certainly might be legit, it’s hard to really know whether the panic is real and what the aftermath will look like. Some companies are taking the wait and see approach, while others have gone down the GDPR checklist and implemented it all, and some just gave up and shut their doors, mostly because of the cost of implementation.
Tomorrow is the Day, Are You Ready?
It does feel like most people are tearing their hair out or crying a little. As they should. The real-time application of GDPR is way beyond was most people ever had in mind when they first started collecting data for advertising and just the thought of throwing out every process you ever had and starting all over is pretty daunting which is why there are many smaller shops that didn’t even bother.
So who will be left standing after the bell rings tomorrow? Who knows? Hopefully more than just Google or Facebook. Otherwise innovation in advertising technology might just come to a big stop. I for one hope that’s not the case.
Here are some of the headlines I’ve been reading that are most relevant for programmatic media buyers:
Before we could scroll through Amazon’s customer review sections for the truth about products or check out Twitter feeds for trending hashtags that sometimes criticize brands delivering subpar experiences, most consumers relied on more personal offline sources to find the endorsements they needed to influence their final purchase. It’s no wonder why these two worlds have recently collided through influencer marketing. Whether tapping into family, coworkers, acquaintances, or any well-regarded individual that can vouch for goods or services, it’s undeniable that a referral valued by your audience will be of even greater value to your brand.
What is Influencer Marketing?
Although it’s definitely not a new practice, Nielsen’s latestGlobal Trust in Advertising survey found that 83% of consumers trust the opinions of friends and family most, proving that word of mouth advertising still holds incredible weight. Today’s digital marketers are hyper-aware of how saturated their audiences’ inboxes, apps, dashboards, and news feeds are. With so much digital advertising crossing our path every day, whether it be video, Instagram ads or email banners, we often tune out the noise and rely on a familiar face to guide us towards our next purchase. This is where influencer marketing has seen success. Influencer marketing relies on word of mouth reviews but also gives us a recognizable online personality’s face that we trust and may even aspire to be like. “Influencers,” or people with a large social media following, are paid thousands of dollars to talk about, post or market how great a specific product is.
Brands and advertisers are hungry for influencer endorsements, especially in retail, beauty, and other CPG verticals. A recent article by Forbe’s stated, “Great influencer marketing content can sway opinions, spark conversations, increase brand loyalty and boost sales.” But none of this matters if the strategy behind the content isn’t right. Just as with any marketing, the ad needs to hit the right consumer, at the right time, in the right place and with the right message. The brand, its message, the influencer, and the time, place, and relevance all need to align. Organic content that is only distributed from the individual influencer’s blog or social channels simply doesn’t hold as much lifetime value as a digital ad campaign, so why not marry the two?
According toeMarketer’s 2017 Influencer Marketing Roundup, “Marketers continue to spend big— investing anywhere from $5,000 to $100,000 on a single influencer marketing campaign.” To leverage this investment even further, 74% of U.S. marketers repurpose influencer content on their brand’s social channels and 46% across the sites that they own and operate. However, a mere 14% of marketers are leveraging programmatic media buying to distribute the influencer content that they originally invested their ad dollars in. Digital advertising agencies like January Digital that are pushing out their influencer content through programmatic channels have seen engagement rates up to 100x higher. With that type of investment and this lift, what digital marketer wouldn’t want to leverage programmatic in their next influencer marketing campaign?
5 Programmatic Influencer Marketing Tactics
EVP of Arnold Worldwide, Brian Babineau, believes that brands need to change their mindsets when it comes to influencer marketing, stating that “[it’s] a different production model, but many treat it as a media channel. Influencer marketing is no longer just a niche tool that companies can use. The better you can measure the ad, the more information you will have about how much to spend.” Beyond measuring ad spend, there are certain programmatic tactics that you can use to take full advantage of influencer marketing.
Retargeting: Programmatic data can track the audiences that interacted with the influencer’s content, re-market to them and also use lookalike targeting to find more user like them.
Channel Variety: Limiting yourself to just influencer marketing limits your channels to owned and earned, but incorporating programmatic unlocks a different paid channels to leverage.
Digital Out of Home: Incorporating the influencer in DOOH ads, allows you to place the ad in a great location. Placing an influencer near a store drives customers to it. Placing a display ad along during a commute that you know your audience takes, increases brand awareness. This is a great way to directly target an audience in a location that you know they pass.
Knowing which influencer works best: If a brand is using more than one influencer, programmatic allows you to see who is more successful or resonates with your audience more effectively.
Print advertising: Through programmatic, you can determine which magazines, newspapers and websites your target audience is drawn to and incorporate influencer marketing in those channels.
As programmatic advances and enables even more precise targeting, the capabilities to incorporate the tactics into influencer marketing will grow as well. Serving your audience with an ad that includes a friendly face they are familiar with will become an even more successful advertising tool.
Watch Out for Influencer Fraud
As popularity in influencer marketing rises, there will also be a rise in fraud, making it important to look out for red flags. From fake accounts, to fake followers and engagement, there are multiple platforms that allow people to buy followers and engagements for their pictures or posts. According to eMarketer, marketers spent $570 million on Instagram influencer marketing last year, meaning there is a chance that huge sums of money are going toward fake accounts. There are various services and platforms that use algorithm-based detection of influencers’ accounts to ensure that their followers are real. This is an option to use when deciding on an influencer. It is also important to look at the history of the account and chose someone that has a reputable track record. Just as with any advertising agreement, if something seems too good to be true, it most likely is. Before jumping on the influencer marketing track, make sure the person you chose fits your brand image, has great consumer engagement and the proper following, granting you the best return on your investment.
Looking to implement influencer marketing in your next programmatic media buying campaign? We can help. Learn about how Digilant can determine the best influencers and micro-influencers to lift engagement in your next programmatic media buying campaign. Contact us at firstname.lastname@example.org or here.
Over the past few months, the GDPR (General Data Protection Regulation) acronym has been thrown around often in the programmatic media industry, as everybody scrambles to define what it means for them and how to apply it. At least on this side of the ocean, it seems like most digital marketers are still unaware of what the GDPR is and the heavy implications it holds on their programmatic media buying future.
What is GDPR?
The GDPR Transparency & Consent Framework was launched in Europe on April 24, 2018, with the objective to help all companies in the digital advertising industry ensure that they comply with the EU’s General Data Protection Regulation, when processing personal data or accessing non-personal or personal data on user devices.
GDPR Starts Right Now
Article 4.1: “personal data means any information relating to an identified or identifiable natural person (‘data subject’); an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person.”
What Does That Mean for Programmatic Advertisers on the Other Side of the Ocean?
While companies figure out how to comply with the new rules there might be a loss of momentum with data tech innovation. GDPR will require programmatic advertisers to obtain active consent from users to use their personal information, and also give them the power to erase their accumulated historical data from any database they wish, thus being more transparent.
With the rise of Machine Learning and Artificial Intelligence, there has been a lot of progress on the way programmatic advertising technology uses consumer data to provide intelligent and automated ad targeting. With these regulation changes we might see a halt in the progress made to enable automated and personalized advertising. The implications of GDPR could somewhat restrict the extent of the role that AI-driven data insights and intelligence technology plays in the future. This will create significant challenges for the innovation of programmatic advertising. That said, it is even more important today that programmatic service providers introduce other emerging technologies with the capabilities needed to address the goals of GDPR and ensure both secure and efficient advertising.
One emerging technology that could have a significant impact on programmatic advertising and how marketers deal with GDPR is blockchain. Blockchain has the ability to create a highly secure trading network for advertisers, by publicly storing data to create a permanent audit trail with an unchangeable record of all transactions that occur within the programmatic buying marketplace. This provides marketers with full visibility into their ad buy, to better track all transactions that are taking place automatically and a record of all transactions taking place throughout the ad-buying and selling process.
Possible applications for Blockchain to abide by GDPR rules and regulations:
Trust and transparency have been leading many of the conversations about programmatic advertising, and GDPR may serve to accelerate the industry-wide push for more accountability. Blockchain is one solution but there are other solutions waiting to be discovered and tried out. Over the next several months we will see more on how the EU applies GDPR in a practical manner, so the approaches and implementation of new technologies like blockchain should become clearer.
Programmatic advertisers, marketers and publishers may be held accountable for non-compliance by third party data providers, which means all players in the ad tech ecosystem will become more reliant on one another. What this also means is that the ad-tech ecosystem will be a lot pickier with who we choose as partners and how many partners and publishers we all work with. Contracts will need to be revised to ensure compliance, and for publishers it will be an opportunity to gain leverage to demand transparency regarding the data used by any of their partners or platforms.
For more information on the GDPR, its goals, what you need to do to be compliant, and Digilant’s commitment to the regulation, download our white paper below.
On Tuesday, May 8th we hosted dinner and conversation at 230 Fifth Rooftopin Manhattan. Digilant‘s Executive Chairman, Alan Osetek moderated an intimate dinner discussion on the next evolution in integrated digital marketing solutions with digital experts:
As programmatic technology becomes a commodity that everyone is using and has access to, it’s even more important to have integrated teams and strategies to get ahead of the competition. Today’s CMO will be delivering a single media strategy that includes search, social and programmatic. They will be partnering with agencies and businesses that can help them strategize, implement and optimize their digital media across audiences, formats, screens and inventory to most effectively deliver on business goals and objectives.
Alan kicked off the event conversation by asking: What industry buzzwords or shifts do you think will impact digital marketing this year?
Chris from Underscore was the first to respond by saying that he went to SXSW in Austin this year and that Artificial Intelligence (AI) was the number one thing they were talking about. Other topics were automation of data and predicting what that’s going to look like. From a data perspective that’s what people are interested in, using data to predict how campaigns will perform is going to be key. Lauren at eMarketer agreed that AI is definitely big as well as the focus on machine learning and analytics for understanding customers and what that will look like. Other topics that will be important are transparency, GDPR, Customer Data Platforms, voice search and what that means for advertisers. Rob from Venbrook responded that from an insurance standpoint the industry is slow to move. The cutting edge people are having a field day with concepts like AI and other big buzzy words. Not a lot is happening in terms of the insurance space yet but in his opinion, if you are a B2C broker then you start looking for a job because you will be replaced by a robot. Alan summed up by saying that just like mobile, we were constantly hearing that this was the year of mobile, AI will probably take some time to really develop and there still a lot of value in people pulling the levers, but it will be interesting to see how long it will take to effect our day to day.
What consequences do think these shifts have had on the marketing organizations and the way they are structured or the type of people they need to hire?
Are companies taking steps for connections to happen internally or is it the agency or the brand doing it for themselves?
Lauren continued by saying that brands are working in tandem with their agency or tech partners, they have to be responsible to the consumer. In order to do that they have to convey the message as best they can. Publishers are also being thoughtful about their technology partnerships, because they have an even bigger responsibility to be very clear to the consumer.According to Rob, the horse has left the barn, big data has gotten away from us. As a result I think we will see a shift back to the largest publishers controlling their data… like they did 20 years or so ago. Back then advertising was controlled by publishers. When advertising was more publisher driven, publishers had the advertiser relationships and would do the data analysis work themselves and then not share this audience data with anyone. An example is with big brands like the New York Times. I believe they will focus less on “mass marketing” and more on customer engagement. The Internet at its best is a one on one medium, not a mass medium. I think there will be greater attention paid to inbound strategies akin to Kevin Kelly’s “1,000 true fans” concept. Do big brands like the NY Times want to make an extra dollar on a CPM or do they want to sell something for a $100 to 1 million people? They don’t need to go to a third party to have the relationship that they want to with their consumers.
Do you think more companies are going to be investing in marketing attribution platforms and strategies and why yes or not?
So how do we collect the data? Chris responded. Instead of attribution, we should be asking, how is your marketing working for you. We can’t just look at a specific channel, otherwise attribution is something people are always going to chase. I have not run into someone that has a model I believe in. Lauren agreed with that response. Attribution is an understanding of the health of your org, whether it’s loyalty or sales, it has to a top level business moving KPI. I am more and more convinced that the biggest challenge for attribution is not technology but the organization, how people are compensated and ultimately how they work together that’s holding up the process.
So, how do you do it? Alan asked. Lauren continued, it’s a culture shift, you need people at the company who are advocates of attribution and collaboration, it starts at the top level of the organization and moves down.
Someone in the audience asked, what do you think the impact of the announcement that Google just made, about no longer being able to export DoubleClick IDs, will have on attribution?
Alan responded by saying that you should think about the other big networks like Facebook and Amazon who are closed, Google in comparison was more open. This move makes Google more like the other players while it also helps them be covered for privacy laws. If you are using a true third party attribution solution like Visual IQ it’s not going to affect you, but if you are only on the Google stack it’s going to be harder. Chris also chimed in by saying that if you are not talking to the top level of the organization, then there is no point in trying to talk about attribution, as in the lower parts of the org they are not going to be able or want to share the data you need to make the attribution possible. Companies that have Chief digital Officers, a new role that teaches organizations about digital, have more chances to make attribution successful. Also, today we have moved further along, where more CMOs are digitally savvy, makes it easier to implement attribution.
Shifting topics, Do you think CMOs should be thinking about bringing programmatic in-house and why?
I have been at an ad agency my whole career, started Chris, you can make it work but the talent will get stagnant. My experience is that you need to work on different things to make your career and company grow. The challenge is to find the same quality of talent in-house, that you would get at an agency that has a variety of projects and talent. I’ve thought about it for myself, if I moved to the brand side I would be doing the same thing in 5 years, not able to improve or grow. Lauren added that she is hearing a lot about in-housing but what’s really behind the momentum might be the impression of cost savings but in reality it’s the data question. As more people use first party data there are implications of where you put that data. Thinking of a lot about the guaranteed buys, premium video, you don’t want to put your data on open market. The strategic piece is an edge a lot agencies have because they are in the marketplace and have access to all the best inventory even, if the buying does move in-house. Chris added that it also comes down to the kind of talent you have, you are never going to be as cheap as the big guys, but we are going to be better, because it’s not a 22 year old running the business. Clients are investing in data and insights but not doing it alone, with the agency providing all our media data, they can apply it to the data on their side, letting them see a complete picture. In the past client and agency data were two separate data silos so they couldn’t put the picture together. The biggest shifts for agencies was to actually share their data to keep their clients from wanting to leave them.
Alan also added the at Digilant we noticed that people who are ramping up on our self-service platform nine out of ten times they don’t manage their actual campaigns and still need help to read and look at the data. On the other extreme companies are starting to hire data scientists who are experts at reading data. There is nothing really in the middle, you have to share the data. It’s a partnership, the technology and the agency are an extension of the brand. Brands are more willing to pay for data analyst than media buyers, according to Chris, even though the young people have no idea what they are doing, companies don’t see the immediate value of media buying experience. In the immediate future, brands want us to do the work and be pro-active on supporting them and telling them next steps, concluded Alan.
How are you defining transparency within your organization?
Transparency has been a huge battle for me internally for the last three years, said Chris. We are opening up the books now, data doesn’t lie and actually the opposite, it helps create a trust. It also puts other agencies on the spot if they don’t share their data with their clients. For Lauren there are several definitions for transparency, like tech tax, who is getting what cut, it’s a cool concept but for most companies if they actually had that data they wouldn’t know what to do with it. Most companies don’t have the right people who know what reporting should even look like. There are a lot of layers to it, but overall the vast majority, if they were given the info wouldn’t know what to do with it. For Rob there are two types of companies, ones who say they care about transparency but do nothing about it and others who are actually doing something.
As a last question Alan asked, what can marketers be doing with their display creative to enhance their media buys?
Chris said that cost is the number one challenge, our company doesn’t do creative, so how do you produce eight sets of banners, it’s too expensive. Creative makes the most sense to bring in-house, so that you get the ability to tell them what to do and don’t have to invest more money, that’s going to be the biggest challenge – taking a chance on a campaign though one creative. Lauren added that the sheer production of all the assets, and then the strategy is cumbersome, on top of what data am I using to power the campaign. For some it’s a legal thing, how do you get it all approved? For others, without understanding of the customer journey it becomes a gamble. Rob finished by saying that he agrees with Lauren and Chris, the customer segmentation process can be the holy grail or a nightmare, having an in-house creative team is a great idea and there are tons of creative people out there who want jobs.
Again, thank you to our wonderful panelists. We look forward to our next events in Seattle, June 5th, and Boston, June 12th. If you are interested in attending or speaking please reach out to us email@example.com.
A data lake is a centralized place, like a lake, that allows you to hold a lot of raw data in its native format, structured and unstructured, at any scale. You can store your data as-is, without having to first structure the data or define it until its needed. It can then be used for creating reporting dashboards and visualizations, real-time analytics, and machine learning to guide better programmatic advertising decisions.
As data grows and diversifies, many marketing and especially digital strategy teams are finding that traditional methods of collecting data are becoming outdated and are pushing for something more centralized like a data lake. According to Aberdeen research done in September 2017, the average company is seeing the volume of their data grow at a rate that exceeds 50% per year. Additionally, these companies are managing an average of 33 unique data sources, according to the research study. With data split into silos by team, like search, social or direct marketing, CMOs are being challenged with how to efficiently manage the analysis for their media campaigns. If they don’t consolidate their data, they risk targeting the same consumer more than once or even exposing them to the wrong message.
Why Do You Need a Data Lake?
Most data platforms will only store data if it’s been formatted to fit a particular structure, like rows and columns. So unstructured data like log files, data from click-streams, social media, and internet connected devices typically can’t be uploaded into a data platform until the data has been defined. A Data Lake allows you to import all marketing data in real-time, from multiple sources and in its original format. It also allows you to scale data of any size. Then you can figure out how to use it in an automatic yet personalized way to attract and retain customers through digital advertising. Companies like Digilant can help you set up a Data Lake and use it for media activation.
What is the difference between a data lake and a Demand Management Platform (DMP)?
If you are a digital marketer, a Data Lake allows companies to collect PII data (Personally Identifiable Information), which DMPs do not. A DMP’s is main function is the collection of cookie data for media audience activation where a Data Lake is often the first step used by data scientists to expand the knowledge of the DMP. The DMP often connects directly to the media activation tool which for programmatic is most likely a DSP (Demand Side Platform). A DMP will establish connections between several external data providers, and the data lake then supplements it with new internal data like social media feeds or connected device data.
Four Main Advantages to Having a Data Lake
1. DATA INDEXING
Data Lakes allow you to store relational data (a collection of data items organized as a set of formally-described tables from which data can be accessed or reassembled in many different ways without having to reorganize the database tables.) —operational databases (data collected in real-time), and data from line of business applications, and non-relational data like mobile apps, connected devices, and social media. They also give you the ability to understand what data is in the lake through crawling, cataloging, and indexing of data.
Data Lakes allow data scientists, data developers, and operations analysts to access data with their choice of analytic tools and frameworks. This also includes open source data frameworks such as Apache Hadoop, Presto, and Apache Spark, and commercial offerings from data warehouse and business intelligence vendors. Data Lakes allow you to run Analytics without the need to move your data from one system to another. 3. MACHINE LEARNING
Data Lakes will allow organizations to generate different types of marketing and operational insights including reporting on historical data, and doing machine learning where financial models are built to forecast likely outcomes, and suggest a range of actions, if taken, have the ability to achieve optimal results.
A Data Lake can combine customer data from a CRM platform with social media data analytics, as well as a marketing platform that includes buying history to empower the business to understand the most profitable audiences, the root of customer churn, and what promotions or rewards could increase loyalty.
Marketers and Media Buyers would want to implement a data lake for three main reasons. First, they want to take advantage of more advanced and sophisticated analytical tools and dashboards, using a more complex and diverse foundation of information. Secondly, they also want to make traditional activities — like data access and speed of retrieval — more efficient and easier to accomplish. The third reason is they want to bring all the data from the different parts of the organization into one place creating efficiencies of time as well as cost savings. While not every company succeeds at achieving all three objectives simultaneously, the most effective ones will able to see positive results on their ability to make better programmatic media buying decisions.
The Addition of Industry Veteran Bolsters Anagram’s Market-Leading Programmatic Capabilities
BOSTON, May 2, 2018 /PRNewswire/ — Today, Anagram — a digital media agency built for the modern marketing era, and part of the ispDigital group of digital marketing technology companies — announced the hiring of Jenna Umbrianna Gino as Chief Client Officer. In her new role, she will be responsible for the design, development, and management of the company’s customer experience delivery capabilities, as well as serve as executive-in-charge of client services.
Jenna Umbrianna Gino brings a wealth of experience from all facets of the industry to Anagram, having worked at both globally recognized brands and large advertising agencies. Active at the intersection of marketing and technology for a decade, she’s one of only a handful of industry executives who have managed the design, launch and operation of two successful programmatic trading desks — first at Hill Holliday, a unit of IPG, and then at Affiperf, a division of Havas. Both IPG and Havas are among the leading five advertising agencies in the world.
“I’m thrilled to be joining Anagram,” says Jenna Umbrianna Gino. “I’m excited about the company’s strategic direction of meeting the marketing demands of the modern era. I appreciate how its leadership embraces fully transparent client communication strategies, and has created a company culture that facilitates recruitment of top talent.”
Joe Zawadzki, CEO and Founder of programmatic industry leader MediaMath, remarked, “I, and all of us at MediaMath, have been fortunate to work with Jenna for the past decade. We are excited for Jenna, for Anagram, and for the industry. Her ability to not only envision a better world for marketing, but to drive teams, clients, and partners toward that vision and ideal state is a rare and deeply needed gift.”
Before joining Anagram, Jenna Umbrianna Gino served as Partner and Research Director at Invisible Science, an independent research and advisory firm focused exclusively on programmatic marketing. Previously, she was Senior Vice President and General Manager at Havas — one of the world’s largest advertising agencies — where she managed programmatic strategy and trading activities across the North American client roster. Jenna Umbrianna Gino has also held a variety of marketing and advertising roles at Hill Holliday, a top 20 agency in the U.S and part of the IPG network.
“We’re very fortunate to be adding Jenna to the executive team,” says Adam Cahill, Founder and CEO of Anagram. “Her addition immediately strengthens our client strategy and service capabilities. Jenna is one of the pioneers in the programmatic industry, and we know our clients will enjoy more success with her on board.”
Anagram is a digital media agency built for the modern marketing era, with data and technology at our core. As marketing becomes more complex, we find that our client’s needs are quite varied, and tend to evolve over time. In some cases, we operate as a full-service digital media agency of record, planning, buying and optimizing campaigns across all digital channels. In others, we provide strategic counsel and systems integration services, assisting our clients as they build their internal capabilities. We’ve built our company around biddable media from day one: the way we work, the technologies we use, and the talent we hire are all oriented around an approach that is data-driven, fast, fluid, and outcome-obsessed.
Anagram is an ispDigital Group Company. For more information, visit us at www.anagram.io and follow us on Twitter @AnagramLLC. SOURCE: Anagram LLC Contact: Karen Moked, VP of Marketing, Digilant: Karen.firstname.lastname@example.org