WBN-AMERS - 2021:04:29-Cookie-Conundrum
Brooke BengierApr 29, 2021 at 5:37 pm58min
Unknown Speaker
All right, well,
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00:02Speaker 1
let's get started. Well, hello, everyone. Welcome. Thank you for joining us at this webinar that is titled the cookie conundrum. What happens to advertising in a world without third party cookies? What now? My name is trittico Parker. I am the head of Product Marketing at Quantcast and I will be one of your presenters today. The presentation will be roughly about 30 minutes long, we will leave ample time at the end for q&a. So please register your questions as the presentation progresses, we are looking forward to a rich discussion at the end. For those of you who might be new to Quantcast or who haven't had a chance to connect recently with our sales team. Quantcast is a global advertising technology company. We are in over 20 offices across 10 countries. We build products and services for brands, agencies and publishers to know and grow their audiences. Our flagship product is the Quantcast platform. for publishers. It provides audience and content insights as well as monetization capabilities and for marketers at brands and agencies. It provides end to end campaign planning, activation and measurement capabilities. I would also like to welcome Elena Morris, who is a lead Product Marketing Manager here at konkurs. She is going to be one of my co presenters today. Elena welcome and why don't you introduce yourself?
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01:34Speaker 2
Thanks, Judy. Hey everyone, I'm Alina Morris. As Trudy mentioned, I'm on the product marketing team here at Comcast. I oversee Product Marketing across the global publisher business. So including the Comcast platform for publishers, and Quantcast, measure our free audience analytics solution and Quantcast choice, our consent management platform. I actually come from a publisher background prior to Comcast, I spent several years in the publisher world, first at Yelp, and then more recently at CBS interactive. And I'm going to apologize ahead of time for the lovely sounds of the city that I have in New York with me today. I'm sure you guys already heard some of the sirens behind me. So hopefully Fingers crossed on the streets notice stay quiet today. Okay, cool. So I'm going to get us started. Um, so what are we going to talk about today? Well, first, I want to explore some of the major trends in the industry right now, to understand how they're going to impact advertising. Then we'll look at emerging industry proposed solutions and how or where they might help our industry move forward. And finally, I'm going to hand it over to shirting. She's gonna take us through Quantcast unique approach to the new world and the role that AI and machine learning has in future proofing and your business, our business and the industry. So let's first touch on some major trends that are really impacting shaping and transforming the digital space today. There's a lot of different factors at play right now I'm all of them impacting our ecosystem. And it's really hard to talk about one of these without touching on the others. And so let me look at each of these a little bit closer. Of course, the reason we're all here, third party cookies are going away. Third Party cookies were introduced nearly 20 years ago across all browsers, and were and are actually still used in some browsers to associate a person from site to site. From a marketer and publisher perspective, third party cookies have helped us understand consumers behaviors and habits and helped us infer interests outside of the purely contextual content that those users are reading across the ad tech and Mark tech space. And they've helped us serve ads and effectively measure the impact of those ads with metrics like ROI, CPC, and many others. Now, we're just a few short months away from third party cookies being eliminated completely. And when I say completely, I mean eliminated from the last browser that still has them, which is Chrome is important for us, though to all recognize that we already live in a world without third party cookies were part of the internet, Safari and Firefox deprecated third party cookies more than a year ago, for Comcast and for our customers. And for other emerging solutions out there, it actually means that we just already have a viable place to test approaches without third party cookies, which is great. So let's also now look at the evolving consumer privacy landscape, which in many ways, is what kind of forced third party cookies to start being deprecated. So in response to mistrust of data and data usage, largely shaped by third party cookie use, and some data leakage scandals. In the last few years, we have seen broadened sort of corrections from a regulatory perspective. There's been a flurry of regional privacy laws being passed, most notably and really kicking off this major regulatory trend, which was GDPR and the EMEA market. And then here in the US, we've seen ccpa, now cpra, and we're seeing a lot more movement in this space in the US now, Virginia just passed a law in New York and Washington are passing laws and many other states around the country are looking at this too. And then globally, there's a lot of regions that are passing their own regulations as well. Um, notably, we see Canada evolving their current privacy law, which some may say we may be as strict as GDPR. And Brazil, Singapore, and several other major regions around the world are passing more regulations, that consumer privacy is not just about regulation that's being passed from the government perspective. There's also consumer privacy standards being created for our industry from within our industry that will guide emerging identity work. And we'll look at that in a moment. Overall, one of the things that we believe at Comcast is that identity and privacy are really two sides of the same coin. So any path forward in the future has to really include both. The next factor that can potentially impact the future is the fact that walled gardens are under a lot of scrutiny. Right now, both Google and Apple are really being looked at closely for anti competitive antitrust reasons related to what they're doing to the advertising industry for both digital but also in app with idfa. And for search as well. So while we don't know exactly how this is going to play out, what we do know is that it's creating even more noise and confusion, and certainly more uncertainty in an already hot topic area.
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06:25Speaker 2
And finally, there's going to be a lot of movement and shake up in the ad tech loom escape, the third party cookies and the associated mash tables that map one cookie space to another, have enabled DSPs, dmps ssps, all the acronyms so on and so forth, to really interoperate. And all of that will be falling apart with the departure of the third party cookie. So we do anticipate that this will change and consolidate the tech that exists today. Of course, in response to all of these changes, and in an effort to help mitigate some of this risk, and some of the uncertainty of the future, there's a lot of emerging solutions that are coming out. But we can't really talk about the solutions until we first talked about the standards that are really being created to help guide these solutions forward. So the first group that I want to talk about and want to touch on is Ivy Tech labs project three arc. So much like the work that Diaby Europe did when the with the transparency and consent framework, which guides compliance for GDPR. I B's tech lab is creating standards of excellence for independent ID solutions. Many companies across the industry are involved in this group, including marketers, publishers, ad tech companies, including podcasts and others, we're still waiting to see exactly what those standards will include and how they'll be formalized and finalized. But I do think that we can expect to see consumer and consumer consent really at the heart of those standards. And so as emerging IDs come forward and emerging solutions come forward. And we do believe that consumer consents really going to be at that at the core of those Nexus prebid prebid helps guide the creation on the ID pipes to help connect the industry. So when we talk about the loom escape, and the connection between all of those companies, changing prevailed will effectively help uphold some of those connections in a new way. Comcast is actively of all involved in the conversations here, especially around the emerging proven modules. And then finally, we have w three C. This is the browser Consortium. And they're really leading the conversations around development and testing of the foc solutions. Again, Quantcast is actively participating and involved here from an engineering perspective with w three C to help define this and test out this cohort solution for the industry. Okay, great. So we know that standards are being created. But what are those standards really going to guide? Well, the answer is, is that there are a ton of independent identifiers and solutions emerging, actually about 80. According to this recent adexchanger article, we know that this can be really confusing. We hear it every day from our from our marketer and our publisher customers. And even internally, it's very challenging, as I'm sure people in the audience can relate to, it's challenging to navigate all of the new solutions that come out even on a day to day basis. So what we try to do is we really try to think about this in more of like a simplified fashion. And the way that we've we've thought about it is looking at these on like a spectrum of solutions. On the far left, we have authenticated solutions. These are based on people's true logged in deterministic data, like an email or phone number. This is something that like, if you have an email, that's Elena Morris at Comcast, you know, for sure, okay, this is only to Morris. On the far right, we have cohort based targeting. This is group based targeting of people who have the same inferred interests based on their online actions. And in the middle of something maybe in between these two, perhaps with the accuracy of authenticated but maybe with a little bit more scale that we anticipate seeing from karbach solutions. So let's look at these a little bit more closely.
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09:56Speaker 2
I'm going to start with authenticated identifiers and unified ideas. A really great example of an Authenticated Identifier. These IDs are extremely accurate because as I mentioned, they're based on someone's true Id like an email or a phone number. And these identifiers are really going to be an important piece of the puzzle moving forward, because of that accuracy. And because of their, because of the fact that they're based on that deterministic data set. But I do want to touch on something that I find on personally very interesting, which is the scalability piece of this solution. And we've heard in market around authenticated solutions, and that perhaps as much as 80% of the internet's going to be logged in in the future. But I think we as an industry really needs to be honest with ourselves around this number. I come from the publisher world, I spent several years at CBS interactive. And today at podcasts, I work with some of the biggest publishers around the globe. And I can tell you that getting users to log in to something, even publishers, sites that they go to every day is really challenging. The biggest publishers in the world see five to maybe 15% of users logged in at best. And you do have some outliers that have maybe strong subscription models, or they have very high user trust, and and maybe they see up to 40, or 50%, or even maybe more of their users logged in. But then asking those publishers that share those emails is going to be a real challenge, just to ask them to share that valuable data they've worked so hard to get. So while we definitely believe that this is going to be an important part of the puzzle moving forward, I do think personally that we need to be honest about the scale and think about pairing this with something that maybe has a bit more reach as part of a holistic plan for the future. So then, let's look at the other side of the spectrum, more of the group or the cohort based solutions. In this solution. A browser is going to be collecting information about browsing history and habits, inferring users behavioral interest and using that information to assign a user to a cohort or group of no less than 1000 people. This group will also include other consumers with similar interests. the browser's will then share that cohort ID I'm indicating like what group that consumer belongs to with both websites and advertisers. And the concept here is that because it's not an individual identifier, it will respect consumer privacy. And if we think back to what we were discussing around industry standards, consumer consent is a real critical piece here. I think it's interesting to know, I'm as it relates to the fox solutions, in particular, that these are not currently being tested in the EMEA market due to GDPR standards. And from my perspective, it just goes to show that any emerging solution, even solutions coming from from Google really do need to have the consumer and consumer consent at the center of what they're doing. Either way, we do fully believe that flock will make the necessary changes to operate in the EMEA market and to respect consumer privacy at a global level. And we do think that foc will be an important piece of the puzzle as we move forward. So many are asking in these scenarios, who's going to win, there's so many identifiers out there, there's so many solutions. Some of these, we didn't even touch on like contextual from a publisher perspective, many publishers are lean a lot more heavily into their contextual strategy, and building up their first party datasets. So there's just a ton of options out there right now. And you know, one of the conversations that we have internally, and one of the conversations that we have with our customers is where should we put our chips? Are we placing our bandwidth UID? Are we only testing flok? Are we is contextual going to be the new gold standard. And we've been having this discussion for a long time. But actually in this webinar, we'd love to hear from you. We'd love to get the perspective of our audience of where the people attending today think that I'm identity is going to fall. So I think there'll be should have a poll be popping up.
Unknown Speaker
Awesome.
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