Post GDPR, Are Data Clean Rooms The Answer To Accessing Walled Gardens For Programmatic Buyers?

As GDPR enforcement becomes a reality not only in Europe but also here in the US, advertisers are struggling to find a way to scale the walled gardens and optimize their data assets.

As of May 25, 2018, Google announced that DCM users will be unable to use cookies or mobile device IDs to connect impressions, clicks and site activities from the DCM logs, users will be limited to Google’s own Ads Data Hub for those metrics.  For some, this means that they are satisfied to stay within the Google stack but not every brand’s solution will be and should be limited to Google.  But if media buyers want to analyze their spend outside of Google’s platform and offer up any attribution, then just using Google won’t work.

“Some marketers who spend 75 percent or more of their budgets on Google will be fine just letting Google do the analytics,” says Alice Sylvester of Sequent Partners.

Google wasn’t the only one to lock down their platform.  In response to the combined pressure of GDPR and the Cambridge Analytica scandals over its handling of personal information, Facebook decided that it would shut down ad tools called “Partner Categories” powered by outside data brokers. Those tools let Facebook advertisers target ads at people based on third-party data such as their offline purchasing history.  This means advertisers will have access only to their own data and data Facebook collects itself.  If an advertiser wants to pull campaign-level insights to inform future campaigns or use the data for the basis of an attribution model then they are out of luck.

Introduction of Data Clean Rooms

Data clean rooms allow large inventory partners like Facebook and Google to share customer information with brands, while still maintaining strict controls in place.  Data clean rooms were named for the completely airtight rooms where microchips and other sensitive materials get made.  In this case, the rooms enable a shared environment between two or more companies that is completely secure from external access (no wifi) where each company decides the level of visibility to their data.  This eliminates the possibility of data leakage for companies like Facebook which caused the Cambridge Analytica mentioned earlier.

“We and a partner combine a data set with very specific rules and controls around how each party can operate within the shared environment,” said Scott Shapiro, a product marketing director for measurement at Facebook, who noted that Facebook didn’t invent the clean-room concept.

The concept is to create a safe space where data can be share and manipulated without leaving the inventory partner’s environment.  Specifically for Facebook, a brand can create an audience based on first-party data, like a list of email addresses and then push that list into Facebook, match it, and grab a copy which they can later combine with their data as the basis for attribution, measurement and modeling.
How it happens in reality is that an advertiser will lead a clean or wiped laptop or device that has never been connected to the Internet with that advertiser’s first party data, which in most cases is an email list.  A second clean computer is loaded by Facebook or Google with impression-level and non-PII campaign data.

Maybe, The Answer to Scaling The Walled Gardens?

For advertisers with a lot of data and substantial programmatic advertising budgets this is a great opportunity to scale the otherwise elusive walled gardens.  The data clean rooms create a safe environment for data providers to share the marketing data that brands need and crave to model future media buys and advertising strategies. If managed in the right way, with the right methods and standards, this would be the tool for brands to really understand their walled-garden ad spends within the larger marketing ecosystem.  For advertisers and publishers there is a lot at stake in the post GDPR world of data governance.  There is no room for unintended data sharing because the consequences are too great.

Marketers have been eager to get more insights out of Facebook and other walled gardens but it’s unclear how many brands or agencies will take advantage of this opportunity to get more out of their spend with the largest inventory providers.  From Facebook’s perspective they are not advertising the data clean room solution because if they gave advertisers too much access to data buyers might eventually become less reliant on their platform for scale and identity data.  But Facebook and Google also don’t want to piss off their advertisers because they are demanding more data so this is the solution that they can offer for brands that pressure them to giving them more insights.  There is still the issue of the manpower involved and the fact that the data is limited to a snapshot in time but advertisers who buy into this solution are fully aware of what they are getting and have to decide if the value is worth the effort.

FIFA World Cup 2018 Infographic Part 2: Social Media

As the 2018 World Cup pool play comes to an end and teams and fans gear-up for bracket play, there are some noteworthy numbers to report from the first two weeks of play. Granted, the games were intense with Cristiano Ronaldo’s hat-trick against Spain, Mexico’s major upset of Germany and Argentina’s goal in the 86th minute to pass Nigeria, these aren’t even the craziest things to report. The social media trends coming in from all over the world are shockingly high and truly one of the most noteworthy statistics from the action.  
       

For social media, it’s no question that #fifa, #worldcup2018 and #futbol are the MVPs of Instagram, Twitter, Snapchat and Facebook. In just under two weeks, there are over 1.5 million Instagram posts using #worldcup2018, and over 25 million impressions on Twitter of the same hashtag. Leo Messi’s Instagram post on June 14, captioned “Listos / Ready” racked up over 5 million likes, falling short of Cristiano Ronaldo’s “Vamos familia” captioned picture racking up just short of 10 million likes.

On Facebook, the German national team’s page, Die Mannschaft, has over 6.5 million people following their action with comments, likes, views and reactions. With Germany’s impressive social following, its shocking that Brazil’s page completely wipes them out. Brazil’s National team’s page, Confederação Brasileira de Futebol, had nearly 12 million followers. Snapchats are more difficult to track, in real time, but there is no question that fans are following all the action around the world with the 2018 Fifa World Cup Russia story. The following is so large, that the filter asking people to comment on Brazilian player, Neymar da Silva Santos Júnior, new haircut is a trending story.

All of the different platforms allow fans to share their opinion, players to interact with fans, and teams make sure everyone is up to date on all the action. There is yet to be a clear winner on whose social pages have the highest following, most likes, shares and impressions. We will continue to track these numbers and see how our predictions hold up. But, one thing is clear – fans and spectators have countless ways of interacting with their team, the players and other fans across their country and the world. Digital marketers and media buyers have an incredible opportunity to be part of the conversation and turn users into buyers through targeted programmatic, social and search. There is a captive audience waiting to be messaged to. If you can join in and show fans that you also care, there is a great opportunity to be seen and heard.


Digilant’s FIFA 2018 Digital Advertising Infographic covers who the consumers are, social media trends, how the content is consumed and by who, and more!

Download the full infographic here and don’t forget to share #DigilantData.

Interested in learning more about how people are consuming World Cup Content? Check out Part 3 of our FIFA World Cup 2018 Infographic series here.

 

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