Steve Silvers, VP, Product Management, Neustar IDMP, works
in the field of identity resolution. “We work with advertisers to help them
know everything they can about their customers and prospects, deliver
exceptional customer experiences, and measure the impact of their marketing,
with our unified marketing intelligence platform,” he explained. His company is
pouncing on the opportunity created by Google’s dissolution of DoubleClick IDs
by partnering with the global ad management platform Flashtalking.
How that
will impact the digital advertising field is his story to tell:
Charlene Weisler: What
is Flashtalking?
Steve Silvers: Flashtalking is a global platform for ad
management, data activation and insights that help marketers use data to
personalize advertising, analyze its effectiveness and optimize performance
across channels and formats. It is powered by proprietary cookieless tracking,
data unification and algorithmic attribution.
Charlene Weisler: Describe
the partnership between Flashtalking and Neustar.
Steve Silvers: In the wake of Google’s recent announcement
that it will restrict and ultimately eliminate the use of DoubleClick IDs,
marketers were at risk of being left without a way to measure the impact of
their marketing. This partnership was established to address that gap.
Charlene Weisler: Why
do you think Google retired DoubleClick?
Steve Silvers: The sun-setting of the DoubleClick name is
not a new phenomenon in the ad- and mar-tech industry. Google wants to
consolidate and streamline their stack, simplifying their product offering to
their clients and prospects. They are pushing the ecosystem to think of Google
as an integrated offering – analytics and ads working together as one. And they
are not wrong with this assumption.
The larger change that Google has made, however, is the
elimination of the USERID and PARTNERID fields in their data transfer (log)
files. This is data that brands have been leveraging to match users to their
third-party platform identities. As an alternative, Google will be pushing all
clients to their Ads Data Hub product. This will restrict clients to
Google-only identity, creating further fragmentation and detachment from a
single and holistic customer view.
Charlene Weisler: Describe
the void that your partnership fills.
Steve Silvers: The implications of Google’s action are
significant, as this change directly impacts data linkage and alignment.
Advertisers will now need to decide how much control and transparency they want
from their media partnerships and whether to untether from the Google ecosystem
entirely or work with other neutral measurement partners to provide an independent
view across their media. Our partnership is giving marketers an alternative way
to maintain a single unified view of their impression data, enabling analytics
and accountability.
Charlene Weisler: Who
is your competition?
Steve Silvers: Neustar's portfolio has three solution
categories - Customer Intelligence, Customer Experience, and Customer
Analytics.
• Customer Intelligence helps clients manage and improve
their own data while providing additional intelligence to maximize their
marketing, sharpen their analytics, and optimize their organizational
processes. We compete with those who link offline identity management and CRM
services, audience scoring and segmentation as well as channel centric
services, such as call center, direct mail, and lead intelligence.
• Customer Experience helps clients build and deliver better
customer experiences at scale. Built on a framework of authoritative identity, we
connect offline identity with website behavior, and addressable media
engagement to build a sustainable legacy of the customer that grows and
optimizes as they move along their journey. Competitors include those who offer
data onboarding, data management, audience and media planning, cross-channel
measurement, data science services, omnichannel remarketing, as well as
customer data and identity management.
• Customer Analytics provides insight into what is working
and guidance into how to drive more effective and efficient marketing. Unified
analytics enables holistic measurement and optimization across addressable and
non-addressable business drivers to fuel marketing that makes a measureable
difference. Competitors include those in Marketing Mix Modeling, Multi-touch
Attribution, as well as both unified and channel centric measurement services
like TV.
We are unique in that we have an end-to-end system of
identity that enables everything from upstream segmentation and enrichment of
first-party data, to onboarding and activation, to analytics.
Charlene Weisler: What
does the end of Doubleclick mean for the marketplace?
Steve
Silvers: Due to the removal of the DoubleClick ID, advertisers may encounter
limitations as they use independent third parties for a number of critical
functions, including:
• Verification of user-level
delivery, reach, and frequency
• Analysis of cross-channel and
cross-device engagement
• Multi-touch attribution outside of
Google’s own measurement tools
• Measurement and optimization of ad
creative, beyond click-through rates or last-touch KPIs
• Attributing store visits and offline
transactions to online media engagement
• Analysis of user-level data to
understand customer interests, behavior, and preferences
This is why Flashtalking and Neustar created an open,
integrated alternative to Google’s marketing platform. This provides a
foundation for a connected ecosystem based on ad management and identity
management for a better integration between the DMP, ID graph, ad
serving/cookieless tracking, personalization and data unification. And it is a
cross platform solution.
Charlene Weisler: What
data are you using and how will it be presented?
Steve Silvers: Neustar builds identity graphs of both online
pseudonymous identifiers, such as cookies, Mobile Ad IDs, publisher account
IDs, set top box IDs, as well as graphs of offline identifiers, such as name,
postal address, phone and email, etc. We have pioneered the use of Converged
Graph techniques using all possible data points to resolve and create consumer
identities and the extended associated identities of the device they used and
the locations they inhabit and visit (people, places and things). We construct
this identity using all the identity points that are available from all the
sources commonly accessible to the market, but also from unique Neustar service
exhaust data and relationships in Marketing Solutions, Risk Solutions, Security
Solutions and Telecommunication Solutions.
This is done while retaining user privacy and controls on
mixing of PII with pseudonymous identifier data with places and devices. We
also have the capability to incorporate customer data into private identity
graphs which allow tailored versions of identity resolution on a per client
basis.
Charlene Weisler: Where
do you see digital advertising going in the next three years?
Steve Silvers: Digital advertising is only going to increase
as more and more media becomes available digitally – look at the shift of
linear TV to OTT and streaming, or the rise of Spotify vs. terrestrial radio,
and the growth of digital out-of-home. The key trends to look for in the next
three years are whether anyone can challenge the dominance of the walled
gardens, the impact of GDPR and the CA legislation on the use of different data
categories and rise of consent, and the development of greater tools and
intelligence to help marketers measure and build accountability. In other
words, more of the same. A lot more!
This article first appeared in www.Mediapost.com
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