Author: Sierra Ducey

For the fourth installment of our Countdown to the Cookieless Future, we’re getting into the nitty gritty. We address top concerns advertisers have about what their campaign planning and execution will look like as we move away from Google’s third-party cookies. Victoria de Leon, Director of Marketing is joined by Ariel Howard, VP of Campaign Solutions, and Addy Osborne, Sr. Strategist, Planning & Insights, seasoned digital marketing experts who have been at the forefront of adapting to changes brought about by privacy regulations and technological shifts.  Ready to dive in? Hit play on the video to learn more or check out our overview of the video content below.

Short on time? Listen to or download the content of this episode on Spotify.

 

Addressing Advertiser Concerns and Strategies in a Cookieless World

To kickstart the conversation, de Leon asks the panelists to address their in-market experience and what they’re hearing from clients with the question:

What are some of the top concerns you hear from advertisers about the removal of third-party cookies?

Osborne opens the conversation by stating the primary concerns among advertisers revolve around the loss of precise targeting and retargeting capabilities that third-party cookies provide. She highlights that advertisers are worried about decreases in campaign effectiveness and increases in customer acquisition costs. The uncertainty about new tools and standards that will replace cookies also adds to the anxiety within the industry.

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So as not to leave advertisers questioning how they’ll solve for some of these concerns, de Leon moves the conversation toward tangible steps advertisers can take with the question:

What advice do you have for advertisers actively transitioning toward cookie-free tactics?

Howard recommends that advertisers start experimenting with alternative solutions as soon as possible. She emphasize the importance of diversifying data collection strategies by enhancing direct interactions with customers through owned channels. Additionally, she suggests investing in technology that supports advanced data analytics and AI-driven insights to compensate for the gaps left by the disappearance of cookies.

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de Leon prompts the panelists to dive further into the topic of diversifying data, specfically with the use of first-party data and CRM-based campaigns, with a two-part question:

Can you explain more about CRM-based campaigns leveraging first-party data and how performance typically looks? Are there any best practices advertisers should keep in mind?

Howard doubles down on the notion that CRM-based campaigns that leverage first-party data are becoming increasingly crucial. These campaigns often see robust engagement rates as they are based on higher-quality, consent-based data. She provides best practices when using first-party data which include maintaining transparent data collection methods, regularly updating data to ensure accuracy, and creating personalized content that resonates with the audience’s current needs and interests.

Missed one of our previous episodes, start at the beginning of our Countdown to the Cookieless Future series with episode one where we break down the implications of Google’s removal of third-party cookies. Check it out here. 

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Moving the conversation toward additional future-proof strategies advertisers can use, de Leon asks:

What other data types, channels, and tactics would you recommend to reach audiences post-cookie depreciation?

Osborne offers a wide variety of tactics and solutions for advertisers to consider. She encourages advertisers to look beyond traditional online channels and offers tangible solutions across data, tactics, and channels. She recommends combining offline, purchase & transactional, and owned media (such as retail media networks and walled gardens) data to ensure robust options for reaching consumers.  She highlights the potential of contextual advertising, search retargeting, keyword targeting, custom site lists & Private marketplaces, and location targeting as viable targeting tactics not reliant on third-party cookies. Finally, she encourages using inherently cookieless channels such as advanced TV, advanced audio, retail media, and walled gardens.–

To close the conversation, de Leon asks the panelist to address another concern that was mentioned at the top of the conversation with the question:

How will these changes impact measurement and performance metrics across different channels?

Howard states that the transition away from third-party cookies necessitates the development of new metrics and KPIs focused on privacy-first strategies. She discusses the need for more aggregated data reporting and probabilistic models to understand campaign performance. Finally, she notes that she also foresee a greater reliance on brand lift studies and customer satisfaction surveys to gauge the effectiveness of advertising efforts.

Planning for the Future: Prioritize Cookieless Solutions Today

Welcome back to our “Countdown to the Cookieless Future” series. In our previous episode, Future-Proofing Digital Advertising: Mastering First-Party and Zero-Party Data, we discussed these valuable data types and how advertisers can use them to maintain privacy compliance and effective consumer reach. Next up we’re diving into another critical piece of the post-third-party cookies puzzle: alternative identity solutions. Victoria de Leon, Director of Marketing sits back down with Kyle Malone, Director of Solutions Engineering, and Otniel Calderon, Manager of Solutions Engineering, to dissect what identity solutions are, how they function, challenges, benefits, and their significance in a cookieless world. Ready to dive in? Hit play on the video below.

Identity Solutions Demystified: How They Work and Why They Matter

To level understanding throughout the conversation, de Leon kicks off the discussion by asking:

What are identity solutions?

Malone takes the lead, explaining that identity solutions are technologies developed by data companies to track users across various channels, platforms, and devices without relying on third-party cookies. These solutions utilize authenticated traffic and opt-in mechanisms to provide a persistent, non-PII (Personally Identifiable Information) ID for each user, maintaining privacy while allowing targeted advertising.

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Diving deeper, de Leon probes into the mechanics of identity solutions, specifically without the use of third-party cookies by asking:

Short on time? Listen to or download the content of this episode on Spotify.

Without third-party cookies, how do ID solutions track the entire customer journey?

Calderon elaborates that these systems primarily leverage first-party data collected directly from users. By allowing users to opt in and out, these solutions create a persistent identifier that works across all advertising channels, respecting user privacy and compliance requirements.

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With a better understanding of how these solutions enable targeted advertising, de Leon moved the conversation forward, asking:

What are some of the benefits advertisers gain when using ID solutions?

Malone highlights the main advantages of utilizing identity solutions, such as unified user profiles, improved attribution modeling, and personalized messaging. These benefits contribute to a better customer experience by enabling more relevant and targeted advertising without invading privacy.

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Safeguarding Privacy: The Backbone of Identity Solutions

Understanding that privacy is a paramount concern, de Leon inquires:

What are some elements that make ID solutions privacy-compliant?

Calderon explains that these ID solutions have three primary fundamentals to ensure privacy compliance: transparency, control, and the opt-in/opt-out mechanism. These pillars allow users to understand how their data is used and give them the power to control their participation.

Overcoming Identity Solution Challenges

Because so many advertisers have long relied on Google’s third-party cookies, de Leon prompted Malone and Calderon to address any potential challenges advertisers may face as they transition away from beloved cookies to different data sources, such as alternative IDs. She asks:

What challenges do you foresee advertisers facing as they switch from third-party cookies to ID solutions?

Malone notes that integration across the advertising ecosystem is a significant hurdle. Moreover, relying on opt-in data could potentially limit scale, particularly for smaller publishers. Ensuring interoperability and getting buy-in from all parties involved are crucial steps toward overcoming these challenges.

Key Players and Choosing ID Solutions Wisely

As the conversation shifts to the current identity solutions available, de Leon asks:

What are some ID solutions on the market right now?

Calderon and Malone outline several key players making strides in the market, such as UID 2.0 and LiveRamp ID. They stress the importance of each solution’s unique advantages and limitations, highlighting the open-source nature of UID 2.0 as a beneficial feature for industry-wide collaboration and development.

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Choosing the right identity solution requires careful consideration. de Leon closes the conversation by asking:

What should advertisers think about when evaluating an ID solution for their campaign?

Malone advises focusing on reach, KPIs, and the specific parts of the funnel an advertiser aims to target. It’s about finding the right mix of solutions that offer the optimal balance between reach, accuracy, and addressability.

Key Takeaways on Identity Solutions and Next Steps

Welcome back to our journey through the evolving digital advertising landscape as we venture towards a cookieless future. Following our initial exploration into the background and the impending shift away from third-party cookies, which you can revisit here, our second episode, “Mastering First-Party and Zero-Party Data” delves into practical strategies and solutions advertisers can start leveraging as the digital ecosystem undergoes this monumental transition. Join Victoria de Leon, Director of Marketing at Digilant, along with Welsey Farris, VP of Partnerships and Sales Engineering, and Otniel Calderon, Solutions Engineer at Digitalent, as they navigate through the realms of first and zero-party data, shedding light on these pivotal assets in maintaining privacy compliance and effective consumer reach.

 

First and Zero-Party Data: The New Gold Standard

To set the stage for the remainder of the conversation,  de Leon level set everyone’s understanding of the topic with the question:

What is a basic understanding of first-party data?

As described by Farris, first-party data has emerged as the cornerstone of future digital marketing strategies. It encompasses data directly collected from customers by a brand or advertiser, including authenticated identifiers like emails or phone numbers, purchase data, and web behavior insights collected through a brand’s digital properties. First-party data stands out for its direct collection method, offering brands a comprehensive, owned dataset for personalized marketing initiatives.

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Zero-party data has emerged in conversations alongside first-party data, prompting de Leon to ask:

How does zero-party data differ from first-party data?

Calderon introduces us to zero-party data, a subset of first-party data characterized by the voluntary nature of its collection. This data type is proactively provided by users through interactions like surveys or questionnaires, revealing their preferences, interests, and purchase intentions. Zero-party data represents a deeper level of engagement and consent from consumers, enabling even more tailored and relevant marketing efforts.

Short on time? Tune into our podcast and master the art of first and zero-party data on-the-go, paving your way in a cookieless future.

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With everyone aligned on how first and zero-party data are defined, de Leon addresses a common misconception with these data types, asking:

Do first-party and zero-party data have to adhere to the same privacy regulations as third-party cookies?

Farris clarifies that these data types still fall under the jurisdiction of laws like CCPA and GDPR. The key distinction lies in the direct relationship between the user and the brand, offering clearer consent and data usage pathways compared to third-party cookies. Advertisers must ensure transparent data collection practices, providing users with opt-out options and respecting their privacy choices.

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For advertisers who haven’t focused on building their first-party footprint, de Leon prompted the panelists to provide tangible actions with the question:

How can advertisers focus on building their first-party data footprint?

For advertisers lacking a substantial first-party data footprint, the path forward involves engaging content creation and value exchanges. Both panelists emphasized the importance of offering users valuable content or incentives in exchange for their data, such as access to exclusive content, discounts, or membership perks. This strategy not only enriches the user experience but also paves the way for expanding an advertiser’s first-party data reservoir.

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Once the advertisers have built the footprint, de Leon questioned how that data can then be implemented with two questions: 

How is first-party data leveraged in campaigns to target consumers? What do advertisers need to be careful about when leveraging first-party data?

Transitioning into the practical application of first and zero-party data, Farris emphasizes its transformative potential across advertising platforms. He notes the crucial advantage of first-party data in enabling direct, accurate targeting and personalization, thereby ensuring a cohesive and engaging consumer journey. However, Farris also cautions advertisers about the paramount importance of adhering to privacy regulations and maintaining transparent practices with consumers. The handling of first-party data requires careful consideration to not only optimize campaign performance but also to uphold the trust and privacy of the consumer base.

Revisit Episode 1 for a foundational understanding of the upcoming changes to third-party cookies.

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T0 addresses a main concern that advertisers have in the face of third-party cookie deprecation, the panelists were asked:

Are there any tactics advertisers can take to mitigate loss in scale?

Farris emphasizes that while the transition away from third-party cookies may lead to a decrease in scale, there are several tactics advertisers can employ to counterbalance this effect. He suggests that first and zero-party data, due to their accuracy and reliability, can actually enhance campaign performance. Advertisers are encouraged to leverage these data types for more targeted and personalized marketing efforts. Furthermore, he highlights the importance of lookalike modeling as a viable strategy. By creating models based on existing first-party data, advertisers can identify new prospects that resemble their current customers, potentially mitigating the loss in scale.

Calderon adds to the conversation by underscoring the necessity of upper funnel strategies such as contextual targeting and lookalike modeling to augment first-party data pools. He points out that for sustained growth in first-party data, advertisers need to continually attract new users through effective prospecting tactics. The solvency of first-party data growth hinges on these upper funnel activities, ensuring a steady influx of new users to the site and expanding the overall reach of campaigns.

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To continue to address some of the top concerns for many advertisers, de Leon offered the panelists and opportunity to shed light on the topic with the question:

Considering the fragmented digital ecosystem, how can advertisers ensure they create a cohesive experience with their brand by leveraging first-party and zero-party data?

Both panelists acknowledged the challenges and opportunities in creating a cohesive brand experience in a fragmented digital ecosystem. With consumers interacting with brands across multiple devices and platforms, leveraging first and zero-party data becomes crucial for advertisers aiming to maintain a unified brand presence. The focus here is on utilizing these data types to deliver personalized and relevant content that resonates with consumers, regardless of the touchpoint. This approach not only enhances the consumer journey but also strengthens the overall brand experience.

The conversation also touches on the integration of first and zero-party data across different advertising channels, including digital out-of-home and connected TV. While some channels may present challenges in personalization due to the nature of their delivery, the advancement in connected TV and other digital platforms offers new avenues for leveraging first-party data to achieve a more personalized and engaging consumer experience.

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To summarize an insightful conversation, de Leon offered both panelists the opportunity to summarize thier thoughts on first-party and zero-party data with the following prompt: 

How do you think the shift to first-party and zero-party data will transform advertisers and consumer relationships? What are the top benefits of these data types?

Farris articulates that the primary benefit of shifting towards first and zero-party data lies in its future-proof nature. Regardless of the evolving digital landscape, these data types offer a consistent and reliable basis for targeting, personalization, and measurement. He posits that this shift not only ensures advertisers can continue to reach their audience effectively but also fosters a more sustainable and ethical marketing environment.

Calderson then highlights the dual benefits of this shift for both advertisers and consumers. From the consumer’s perspective, the use of first and zero-party data enables more personalized and relevant advertising, improving the overall experience with the brand. This personalization can lead to increased brand loyalty and engagement, creating a positive feedback loop that benefits both parties. Moreover, he suggests that a well-implemented strategy based on these data types can lead to a more enjoyable and meaningful interaction between consumers and brands, underscoring the value of tailored content and offers.

Embracing the Future with First and Zero-Party Data

As we conclude Episode 2 of our Countdown to the Cookieless Future, it’s clear that first and zero-party data are not just alternatives to third-party cookies; they are the foundation of a more privacy-conscious, efficient, and engaging digital advertising future. Stay tuned for our next episode, where we will delve into ID solutions, exploring the technologies and strategies that will further define our journey into a cookieless landscape.

We’re excited to announce our new video series, “Countdown to the Cookieless Future,” aiming to demystify the impending shift in digital advertising due to the depreciation of third-party cookies in Chrome and outline proactive steps for advertisers.

As we embark on this journey, it’s crucial to recognize the foundational role third-party cookies have played in digital advertising and the reasons behind their phased removal. Our first episode,  “Understanding the Deprecation of Cookies and Its Implications for Advertisers,” sets the stage as Digilant’s Director of Marketing, Victoria de Leon, sits down with Digilant’s own Kyle Malone, Director of Solutions Engineering, and Otniel Calderon, Manager of Solutions Engineering, to discuss what these changes mean for advertisers and how they can adapt.

For anyone looking for a primer to better understand and navigate the post-cookie landscape, hit play on the video or check out the full recap below.

Want to tune in but short on time? Listen to or download the full episode on Spotify and get up-to-speed while you’re on the move.

 

The Dawn of a New Era in Digital Advertising

To set the stage for the removal of third-party cookies, Victoria de Leon covered the basics with a simple, but important question:

What is a basic understanding of third-party cookies?

Otniel Calderon elaborates on the essence of cookies, likening them to digital footprints that map a user’s journey across the internet. This tracking capability has been instrumental in enabling advertisers to deliver personalized experiences, measure campaign effectiveness, and optimize strategies in real-time. He underscores the critical junction the industry faces, propelled by technological advancements and heightened legal scrutiny, signaling a pivotal moment for evolution.

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Third-party cookies have acted as a cornerstone for targeted advertising, leading de Leon to ask:

Why is Google removing third-party cookies from Chrome?

Kyle Malone points to the growing global demand for privacy and data protection as the catalyst for change. With regulations like GDPR and CCPA setting new standards, the digital landscape is shifting towards a more privacy-conscious framework. Calderon adds that transparency has become a non-negotiable expectation among consumers, driving platforms like Google to reimagine data collection and usage practices. This transition, they argue, reflects a broader industry movement towards ethical data use, prioritizing user consent and control.

Background: A Brief History of the Cookie Depreciation

The conversation takes a step back to review the timeline of Google’s announcement and the industry’s journey towards acceptance and preparation for a cookieless future, as de Leon asks:

What is Google’s Timeline for the removal of Third-Party Cookies?

Reflecting on the initial announcement in early 2020, the panelists discuss the industry’s mixed reactions, ranging from skepticism to proactive adaptation. The slow progression towards cookie deprecation, marked by delays and uncertainty, served as a grace period for many. However, in January 2024, Google began phasing out cookies, starting with 1% of users, making the reality of a cookieless future undeniable.

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de Leon then challenged the panelist to underscore the urgency of Google’s changes by asking:

When will we see third-party cookies completely disappear?

Malone offers insights into the timeline, noting Google’s tentative deadline but also acknowledging the fluidity of these estimates. The uncertainty underscores the need for continuous adaptation and preparedness. He advocates for a proactive approach, emphasizing the importance of staying ahead through ongoing testing and learning.

Navigating the Transition: Strategies and Considerations

Knowing that the removal of third-party cookies from Chrome is underway, the conversation transitioned to actionable insights and strategies for advertisers to adapt and thrive de Leon asks:

Now that we have arrived and Google has started this process of removing third-party cookies, what should advertisers do to embrace cookie-free solutions?

Calderon highlights the urgency of adopting new strategies, citing the example of companies like Apple, which has already moved away from cookies, demonstrating significant impacts on the advertising ecosystem. The key, he suggests, is in experimentation and flexibility. Advertisers need to explore alternative data sources, such as first-party data and contextual targeting, to maintain relevance and effectiveness in their campaigns. This transition period offers a unique opportunity for innovation, pushing advertisers to develop more sophisticated and privacy-compliant methods of engaging with their audiences.

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To offer solace for those who haven’t made steps toward cookie-free advertising, de Leon prompted the panelists to offer tangible tactics and solutions with the question:

How does the industry prepare for this massive change if they haven’t already?

Malone and Calderon offer a comprehensive roadmap for advertisers, stressing the significance of first-party data, collaboration with technology partners, and the exploration of new advertising channels. They encourage a holistic view of audience engagement, moving beyond cookies to embrace a future built on transparency, consent, and mutual value exchange between brands and consumers.

The Future is Bright: Looking Forward with Optimism

The episode concludes with a message of resilience and opportunity, encouraging advertisers to focus on the future with a strategic and open-minded approach. The panelists reflect on the transformative potential of the cookieless future, envisioning a digital advertising landscape that is not only more privacy-compliant but also more innovative and effective. They underscore the importance of embracing change, testing new approaches, and remaining adaptable as the key to thriving in the evolving digital ecosystem. Watch the full video for a comprehensive exploration of the topics discussed.

Looking for more tips and solutions as we face the depreciation of third-party cookies? Check out us for the next installment in our series, where we dive into the nuances of first and zero-party data strategies. Watch Episode 2 here. 

As Mother’s and Father’s Day draw near, the advertising world buzzes with activity, aiming to tap into the sentimental value of these occasions. With individuals seeking to express their appreciation through thoughtful gifts, advertisers are presented with a golden opportunity to engage with their target audience. This surge in consumer spending behavior is a call for brands to refine and tailor their advertising strategies to meet the ever-evolving market demands effectively. 

To help, this blog offers insights into consumer behaviors, strategic digital tactics, and the creative messaging that resonates, ensuring advertisers can craft Mother’s and Father’s Day campaigns that not only engage but also convert.

Interested in our full roundup of trends and strategic recommendations ahead of Mother’s and Father’s Day? Download Digilant’s snapshot for advertisers here.

Market Snapshot: Key Figures Shaping Mother’s and Father’s Day Purchases

Before diving into the specifics, it’s essential to understand the broader landscape of Mother’s and Father’s Day shopping. The evolving consumer preferences, combined with the surge in spending, highlight the need for advertisers to be agile and informed. Crafting strategies that are both data-driven and empathetic towards the sentiments of these holidays can significantly enhance the effectiveness of marketing efforts.

Ramping Up for a Record-Breaking Year

The significance of Mother’s and Father’s Day in the retail calendar cannot be overstated. 2023 was a record-breaking year as consumers spent an average of $274.02 on a person’s gift, totaling a staggering $35.7 billion. Father’s Day wasn’t far behind, with an average spend of $196.23 per person, amounting to $22.9 billion. 

Shift in Preference Toward Personalized and Unique Gifts

Consumer preferences are evolving, with a noticeable shift towards personalized and unique gifts. For Mother’s Day, 31% of consumers planned to gift an experience, and 46% showed interest in subscription services, indicating a desire for more meaningful and enduring gifts. The top three gift categories for Mother’s Day were greeting cards, flowers, and special outings, while for Father’s Day, they were greeting cards, clothing, and special outings, highlighting the diversity in gift preferences.

Consumers Opt for Multi-Channel Shopping

Shopping habits reveal a multi-channel approach, with 34% of consumers shopping online and an equal percentage visiting department stores. Specialty stores and local or small businesses also play a significant role, demonstrating the importance of a robust presence across various channels to capture consumer interest.

The Majority of Consumers Shop Last-Minute

Procrastination in gift shopping presents a unique opportunity for advertisers. Nearly one-third of consumers shop for gifts two days before the holiday, so being top of mind through targeted advertising becomes crucial. This trend underscores the need for timely and persuasive messaging to sway decision-makers in a rush.

3 Digital Strategies to Win Mother’s and Father’s Day

1. Leverage Retail Media Networks (RMN)

Retail Media Networks offer a treasure trove of first-party data that can be instrumental in targeting Mother’s and Father’s Day shoppers. The benefits of leveraging RMNs include access to deterministic data, resilience against the deprecation of cookies, and the ability to reach consumers at various points in their online journey. Advertisers can use this data to craft messages that resonate with consumers looking for the perfect gift, ensuring that their products are front and center during the decision-making process. The measurable nature of RMNs and their accessibility for non-endemic brands mean that even companies not traditionally associated with these holidays can effectively engage potential customers.

2. Harness the Power of Robust Audience and Contextual Solutions

Understanding the audience is key to engaging Mother’s and Father’s Day shoppers effectively. By utilizing a mix of audience data (behavioral, purchase history, first-party, and location-based), advertisers can segment their campaigns to target those most likely to be in the market for gifts. Contextual targeting further refines this approach, aligning ad placements with content related to Mother’s and Father’s Day gifts, such as articles about flowers, high-tech gadgets, or wellness trips. This strategy ensures that ads are not only seen by the right people but also in the right context, enhancing relevance and the likelihood of engagement.

3. Emerging Channels & Formats

To stand out in the crowded digital space, employing innovative channels and creative formats is crucial. Advanced TV, digital audio platforms (including podcasts and streaming music), in-game advertising, and digital out-of-home mediums offer fresh avenues to capture the attention of those shopping for Mother’s and Father’s Day gifts. Additionally, dynamic creative formats, such as social CTV ads and dynamic product feeds, allow for personalized messaging that can update in real-time based on inventory data, ensuring ads remain relevant and engaging. These strategies enable advertisers to reach consumers in unexpected yet highly engaging ways, making their message more memorable.

Interested in more strategic recommendations ahead of the holidays? Download Digilant’s Mother’s Day and Father’s Day snapshot for advertisers here.

Tying it all Together for a Successful Season 

The intricacies of Mother’s and Father’s Day marketing demand a nuanced approach, blending data-driven insights with creative flair. By understanding key consumer trends and leveraging the right digital strategies, advertisers can create impactful campaigns that resonate with their audience. Whether through the precise targeting capabilities of Retail Media Networks, the relevance of audience and contextual data, or the novelty of emerging channels and formats, the opportunities to connect with Mother’s and Father’s Day shoppers are vast. 

For those seeking to elevate their marketing game, the Digilant team provides tailored solutions that harness these strategies for maximum effect. Reach out today to discover how we can help you capture the hearts and minds of consumers during these special occasions.

Throughout our three-part series to help political digital advertisers prepare for the election, we’ve explored various strategies and platforms to effectively engage with voters online. In the final installment, we’ll dive into a critical aspect (arguably, the most critical) of digital advertising: brand safety. In a landscape where credibility and integrity are paramount, it’s essential to understand the tools and techniques available to safeguard your campaign’s brand online.

Navigating Challenges in Political Digital Advertising

According to a study conducted by Integral Ad Science, approximately 73% of consumers express unfavorable sentiments toward brands associated with misinformation. Moreover, 71% of individuals encounter misleading digital content while browsing the web. These statistics underscore the critical importance of brand safety and integrity in political advertising. However, digital political campaigns face numerous challenges and risks that can compromise brand safety. These challenges include:

• Ad Fraud: The prevalence of ad fraud poses a significant threat to digital campaigns, potentially leading to wasted ad spend and damage to brand reputation.
• Inappropriate Content: Ads appearing alongside inappropriate or sensitive content can tarnish a campaign’s image and alienate voters.
• Misinformation: The spread of misinformation and fake news on digital platforms can undermine trust in political messages and erode brand credibility.

In the political arena, the consequences of brand safety breaches can be particularly severe. A single instance of ad misplacement or association with inappropriate content can erode voter trust, damage campaign credibility, and undermine the effectiveness of messaging. Therefore, political advertisers must adopt proactive measures to mitigate risks and uphold brand integrity in the digital sphere.

Download our eBook, “Beyond Linear TV: A Political Advertiser’s Guide to Reaching Voters in 2024,” for a comprehensive overview of the 2024 voter landscape and key channels advertisers can use to better reach voters.

4 Brand Safety Tools and Techniques for Political Advertisers 

For political advertisers, technologies that validate content, evaluate editorial credibility, vet authors, or verify media content before completing an ad buy on a website or web page are indispensable tools. Whether promoting a product or a politician, instilling and upholding trust is crucial to campaign success.

To mitigate these risks and maintain brand integrity online, political advertisers can leverage a range of tools and techniques:

1. Enlist Brand Safety Partners

Collaborate with brand safety partners and third-party verification services to monitor ad placements and ensure compliance with brand safety standards. These partners offer real-time monitoring and reporting capabilities to identify and address potential brand safety issues.

2. Utilize Blocklists and Allowlists

Implement blocklists to exclude specific websites, channels, or content categories that may be deemed unsafe or inappropriate for your campaign. Conversely, allowlists can be used to whitelist trusted publishers and environments where your ads are displayed.

3. Negatively Target Unsafe Keywords

Utilize negative keyword targeting to prevent your ads from appearing alongside content containing specific keywords or phrases that are deemed unsafe or irrelevant to your campaign. By proactively excluding these keywords, you can minimize the risk of ad misplacement and protect your brand’s reputation.

4. Consider Premium Ad Buys

Opt for premium ad placements on reputable and trustworthy publishers’ websites. While premium ad buys may come at a higher cost, they offer greater assurance of brand safety and quality placements, reducing the risk of ad fraud and inappropriate content adjacency.

Charting the Course Ahead: Implementing Brand Safety Measures in Political Digital Advertising

In conclusion, brand safety is a critical consideration for political advertisers operating in the digital space. By leveraging the tools and techniques outlined above, advertisers can navigate the digital landscape with confidence, safeguarding their campaign’s integrity and credibility.

As we conclude our series, we encourage readers to revisit our first blog post, “The Shift to Screens: Capturing Voter Attention in a Digital World“ for a comprehensive overview of engaging today’s voters online. For further insights and strategies, we invite you to download our ebook, “Beyond Linear TV: A Political Advertiser’s Guide to Reaching Voters in 2024,” to learn more about how we can continue to innovate and adapt as we navigate the digital terrain of political advertising.

In part one of our series helping political advertisers navigate the 2024 election season, “Capturing Voter Attention in a Digital World,” we unpacked the transition from traditional to digital platforms, highlighting how political campaigns are evolving to meet voters in the digital realm. This digital shift is crucial as media consumption habits rapidly change, demanding political advertisers to adapt and engage with voters where they spend their time: online. Our initial discussion laid the groundwork for understanding this shift, paving the way for a deeper exploration into the alternative digital channels that are reshaping political engagement.

Digital channels and platforms are pivotal in modern political advertising, offering unique advantages that can amplify a campaign’s reach and impact. Continue reading as we explore how four of these channels serve as vital tools for connecting with the electorate.

Download our eBook, “Beyond Linear TV: A Political Advertiser’s Guide to Reaching Voters in 2024,” for a comprehensive overview of the 2024 voter landscape and key channels advertisers can use to better reach voters.

The Future of Engagement: 4 Digital Channels Redefining Political Advertising

Advanced TV: The Connection to Cord-Cutters

With 53% of U.S. TV households having “cut the cord,” the opportunity to reach voters through streaming services becomes increasingly valuable. Advanced TV’s data-driven approach allows for segmentation based on diverse factors, making it possible to deliver relevant and engaging messages directly to the intended audience. This targeted capability ensures that political messages resonate more deeply, leveraging viewer data to tailor content that aligns with individual preferences and interests.

Digital Out of Home (DOOH): Visibility Meets Versatility

Digital Out of Home (DOOH) combines the impact of traditional billboards with the agility of digital technology, offering dynamic advertising in strategic locations. This medium not only captures the attention of 83% of consumers but also allows for real-time updates and targeted messaging, making it exceptionally suited for localized and timely campaign messages. DOOH’s ability to reach voters in public spaces, from bustling city centers to busy transit hubs, underscores its importance in a comprehensive digital strategy, providing a bridge between the digital and physical worlds where engagement can be both broad and highly focused.

Social Media: The Interactive Frontier of Political Discourse

The landscape of social media in political advertising has witnessed transformative changes, particularly in how ads are permitted and regulated on these platforms. Recognizing the immense potential of social media to reach voters, platforms such as Meta and X (formerly Twitter) have revisited and revised their policies on political advertisements. This shift comes with a renewed focus on brand safety measures, ensuring that political campaigns can leverage these platforms’ extensive networks while adhering to stringent guidelines designed to maintain a safe and trustworthy environment for users.

With platforms like Meta hosting 127.2 million monthly active users on Instagram and 243.5 million on Facebook in the U.S., the reach and targeting capabilities of social media are unparalleled. This channel allows for real-time communication, fostering a dialogue that can transform passive viewers into active participants in the political process. The interactive nature of social media, combined with its extensive reach, makes it an essential tool for political campaigns aiming to engage with a diverse and dynamic electorate.

The Power of Digital Audio: Connecting Through Sound

Digital Audio has woven itself into the fabric of daily life, with Americans spending an average of 88 minutes per day engaged with music streaming services. This channel offers a unique blend of intimacy and personalization, providing a direct line to voters’ ears. The personal connection forged through audio consumption enhances the impact of political messages, allowing campaigns to seamlessly integrate their narratives into content that voters are passionate about. Whether through podcasts that offer contextually relevant ad placements or music streaming platforms that offer targeted advertising, digital audio stands out for its ability to engage listeners in a deeply personal space.

The Digital Path Forward for Political Advertisers

It’s clear: the future of consumer consumption is digital; therefore, the future of voter engagement lies in leveraging the unique strengths of digital platforms. From the precision targeting of advanced TV to the immersive experience of digital audio, the dynamic reach of DOOH, and the vast networks of social media, the opportunities for connecting with voters are both diverse and powerful. By understanding and utilizing these channels, political campaigns can craft nuanced, impactful strategies that meet voters where they are: online.

If you haven’t already, download a copy of our full guide “Beyond Linear TV: A Political Advertiser’s Guide to Reaching Voters in 2024.” And, stay tuned for our next blog post will delve into an equally critical aspect of digital political advertising: brand safety. As campaigns navigate the digital landscape, ensuring that their messages are conveyed in environments that align with their values and uphold the integrity of their messaging is paramount.

In an era where digital transformation dictates where and how we consume content, the political advertising landscape needs a significant shift. Despite projections indicating a surge in political ad spend, with estimates ranging between $10 billion and $12 billion, a significant portion remains anchored in traditional channels. A startling 75% of these budgets, or between $7.5 to $9 billion, are still being spent on traditional broadcast and cable TV ad buys. This strategy persists even as media consumption habits have significantly evolved. At this point, more than 53% of U.S. TV households have cut the cord on cable or never had a cable subscription to begin with, with that number only projected to continue to rise.

The demographic landscape of media consumption underscores the necessity of rethinking how and where to allocate advertising budgets to effectively connect with voters. With the 2024 elections around the corner, we’re helping advertisers navigate this evolving landscape. Over this blog post series, we’ll outline the pertinent shifts in voter behavior toward digital channels, identify better budget allocations to make an impact in 2024 and offer practical tips to remain brand-safe through it all. Up first, let’s dive into those drastic shifts toward digital channels.

Download our eBook, “Beyond Linear TV: A Political Advertiser’s Guide to Reaching Voters in 2024,” for a comprehensive overview of the 2024 voter landscape and key channels advertisers can use to better reach voters.

The Digital Habits of  Voters in 2024

As mentioned, the shift towards digital channels is unmistakable. In 2023, the average U.S. consumer spent 268 minutes with traditional channels compared to 466 minutes with digital channels. While media consumption varies from generation to generation, it is clear that people across the board are allocating significant portions of their day to digital channels like:

• Advanced TV: 83.5 minutes per day across all demographics
• Music streaming: 88 minutes per day across all demographics
• Social media: 139.5 minutes per day across all demographics

As these channels become a larger part of daily media consumption, they present a unique opportunity for engaging with voters across various demographics.  Here’s a closer look at where voters are spending their time online.

Advanced TV: A New Leader in Screen Time

In a historic shift, 2024 marks the year advanced TV consumption (2 hours 53 minutes daily) edges past traditional TV viewing (2 hours 48 minutes daily) for the first time. This pivotal change underscores the importance of Advanced TV in the modern voter’s daily routine, highlighting the platform’s dominance in home entertainment and its potential for targeted political messaging.

Mobile: The Digital Gateway

Mobile devices have become the central hub for digital consumption, accounting for over half of all digital media interactions. By 2024, Americans are projected to spend 279 minutes daily on non-voice mobile activities, emphasizing the necessity for mobile-optimized political content to effectively reach and engage voters.

Digital Audio: The Sound of Influence

Digital audio emerges as a significant component of digital media, with individuals dedicating 1 hour 45 minutes to the medium in 2024, making up 20% of all digital consumption. Its impact is particularly pronounced among the 18-35 age group, where 50% report consuming podcasts weekly—nearly matching TV viewership at 54%. This trend points to digital audio’s compelling role in connecting with younger voters, offering a dynamic channel for political discourse.

Social Media: The Cross-Generational Connector

While the landscape of political advertising on social platforms varies. (more on that in our next blog post), their influence in driving digital media adoption is undeniable. Social media usage spans generations, with 58% of those 65+ using Facebook, 67% of those 50-64, 65% of those 30-49 engaging with Instagram, and 65% of the 18-29 demographic active on Snapchat. TikTok, in particular, showcases remarkable growth among younger users, averaging 53.8 minutes of engagement per day, the highest among social apps, followed by X (formerly Twitter) at 34.1 minutes. This widespread adoption across demographics underscores social media’s critical role in shaping political narratives and engaging with the electorate.

Embracing a Digital-First Strategy

As the landscape of political advertising undergoes these significant changes, the urgency for adopting a digital strategy becomes paramount. Understanding and adapting to the digital habits of 2024’s voters ensures that political messages are not just seen but felt in an increasingly crowded digital space.

Discover more insights and strategies for the 2024 elections by downloading our comprehensive guide today. Grab your copy here. Stay tuned for the next part of our series, where we’ll delve deeper into tangible tactics political advertisers can employ across these channels to ensure political messages resonate in the digital age.

Earlier this month, the National Retail Federation (NRF) hosted its annual “Retail’s Big Show” in New York City. Drawing professionals from across the retail sector, panels and conversations focused on innovative solutions, the changing retail landscape, and key themes poised to shape the future of retail. Amidst a wealth of insights, one message resonated clearly: we are at a tipping point where technology’s role in retail is not just transformative but foundational for success.

Embracing Technology: A Strategy for Success

The Tractor Supply Company (TSC), once a simple catalog retailer for tractor parts, now stands as a testament to strategic technology investment. CEO Hal Lawton attributes their remarkable revenue growth over five years to “…pick[ing] the right thing to invest in, in a stepwise fashion.” With smart cameras in parking lots and checkout lines to monitor customer behavior and optimize team member responses, the company exemplifies how technology can streamline operations and, more crucially, prioritize the customer experience. 

Ulta Beauty, although operating in a vastly different retail domain, shares this focus. They’ve zeroed in on gathering customer insight and data, funneling an impressive 95% of sales through their loyalty program. This data isn’t just information; it’s the blueprint Ulta uses to tailor and enhance the customer journey. Their strategic investments in technology, particularly their app, are direct responses to the insights gained from the loyalty program. 

As customers interact with the app’s innovative features like virtual try-ons and skin diagnosis, not only does their shopping experience become more personalized and engaging, but each interaction also feeds back into the loyalty program. This seamless integration ensures that every purchase, every preference, and every piece of feedback captured through the app enriches Ulta’s understanding of its customers. The result? A self-reinforcing loop where technology improvements are continuously informed by customer behavior, leading to ever-enhancing customer experiences and, in turn, driving loyalty and sales. 

Technology and Advertising: A Symbiotic Relationship

For advertisers, the rise of technology in the retail sector is not just a trend—it’s a transformation. During the conference, BJ’s Wholesale Club and FedEx spoke on how leveraging technology, especially AI, has helped them deeply personalize the consumer journey. 

BJ’s employs AI not just to target, but to tailor communication, ensuring that every ad is specifically crafted to an individual’s needs and preferences. This approach transforms generic advertising into a personalized dialogue with each customer.

Similarly, FedEx’s adoption of predictive technologies revolutionizes customer service. By proactively providing delivery updates based on predictive analysis, FedEx sets a new standard in customer communication. This not only enhances the customer experience but also builds brand trust and loyalty.

These examples underscore the evolving role of technology in advertising: it’s not just about reaching customers, but about understanding and engaging them in a way that’s both proactive and deeply personal.

Technology as the Cornerstone of Customer Service

The key takeaway from “Retail’s Big Show” is clear: the future of modern retail belongs to those who leverage technology to understand, engage, and delight the consumer. Companies like Tractor Supply Company and Ulta Beauty are not just surviving but thriving by recognizing and responding to this shift.

To summarize our learning from the conference, we echo the sentiments of TSC’s Hal Lawton: “In today’s world, where many times you feel like retail is going the opposite of customer service, we want to make sure we’re doubling down on customer service.” In essence, the heart of retail remains unchanged; it’s about creating an exceptional customer experience. What has changed, however, is the how. In this digital era, technology is the new cornerstone of an exceptional customer experience, and embracing it is not just an option but a necessity for success.

In our previous March Madness posts, we’ve empowered advertisers with insightful strategies to navigate the evolving dynamics of the tournament, spotlighting key advertising channels and innovative creative formats. This year’s tournament coincides with a crucial moment in digital advertising, as Google begins the phase-out of third-party cookies, signaling a major industry shift.

The transition to a post-cookie era necessitates a new playbook for advertisers, especially during high-stakes events like March Madness. This change calls for innovative targeting methods that extend beyond the traditional reliance on third-party cookies. 

3 Targeting Tactics to Harness in a Cookie-Free Landscape

Let’s explore three strategies, each offering unique ways to effectively and meaningfully connect your brand with the March Madness audience.

1. Automatic Content Recognition (ACR)

Leverage user preferences by targeting audiences based on their viewing habits, such as fans of specific March Madness games from 2023, real-time game viewers, or devoted sports enthusiasts. ACR facilitates precise segmentation at the game or network level, ensuring your brand resonates perfectly with the preferences of March Madness aficionados.

2. Retail Media Networks (RMN)

RMNs are a key emerging channel for the tournament, but they also provide a direct avenue to harness first-party data for targeted advertising. Whether running campaigns across RMN websites and apps or tapping into their rich repository of consumer insights, advertisers can tailor their March Madness messages toward specific audience groups. Align your brand with the purchasing intent of engaged viewers, ensuring you reach consumers at an optimal time during their purchase journey.

3. Contextual Targeting

Align your brand seamlessly with March Madness content that resonates with the audience, such as articles recapping games, interviews, and game analyses. Craft your strategy around terms like “March Madness,” “Final Four,” or “Game Day recipes” to position your brand within the contextual fabric of the tournament. This approach guarantees that your message reaches the right audience in a way that enhances their overall experience of March Madness.

Elevate Your Brand in the Basketball (and Post-Cookie) Madness

As we wrap up our post-cookie advertising strategies for March Madness, it’s clear that Automatic Content Recognition, Retail Media Networks, and Contextual Targeting are more than just tools – they are game-changers. These strategies are the key to unlocking meaningful connections with your audience, ensuring your brand’s message not only reaches, but resonates with March Madness fans. Embrace these tactics to navigate the tournament’s advertising landscape with confidence and precision, setting your brand up for a winning season.

For tailored March Madness packages and to elevate your brand’s game, reach out to the Digilant team here. Let the madness begin!