In this issue of our Q&A Spotlight, we sit down with GroundTruth’s new VP of Programmatic, George Tarnopolsky, to discuss some of these key trends and how marketers can identify the right programmatic partners to help them reach their marketing goals.
Read MoreDigital advertising is changing. Third party cookies and mobile device IDs, trackers used to build a $100B ecosystem, are about to be discontinued without a universal alternative to replace them. Let’s dive deeper into how we arrived here, what likely short- and long-term outcomes look like, and what smart marketers can do to prepare for the changes.
Read MoreA new report says there’s a rise in fraud on connected TV platforms. Here’s what pharma marketers should know, from two CMI/Compas experts, Joe Warren, EVP, Media Investment and George Tarnopolsky, VP, Programmatic:
While the headline is scary, it should not be a complete surprise. Clearly television streaming has had significant gains during Covid lock down, and as ad-funded broadcasters increasingly turn to programmatic buying options. Prevention of ad fraud requires adopting programmatic tactics similar to those that marketers have used in the display marketplace, albeit it is currently more challenging to prevent fraud in the video space.
Pre-bid brand safety and fraud prevention solutions are still evolving for emerging channels like Connected TV and Audio. In the interim, marketers can mitigate their risk by partnering with DSPs that screen every impression for bot traffic, via integrations with solutions like White Ops. In addition, marketers may rely heavily on Private Marketplace deals with premium content owners like A&E, CBS, the Golf Channel, and others—which ensures a premium, controlled environment for cTV ads. Lastly, marketers can utilize post-bid reporting from providers like DoubleVerify, closely monitoring their activity for brand safety and fraud, and making changes to campaigns based on observations.
Read MoreAd network update from George Tarnopolsky, VP, Programmatic: This week, CVS has announced the launch of its own ad network--CVS Media Exchange, or cMx. buyers will be able to reach customers across Display, Video, Search, and Social channels, utilizing intent and purchase audience data from CVS's 74M customers. CVS's ad network closely follows similar approaches from Target and Walmart, who've also launched ad buying powered by their proprietary audience data. This model also emulates the success of the Amazon DSP. More than any other retailer, Amazon has made a concerted effort to compete against market leaders like Google DV360 and The Trade Desk, with its own purchase and intent data as the differentiator. These offerings, including Target Media Network, Walmart Media Group, and the Amazon DSP, have historically been geared toward retail and CPG brands. Healthcare marketers are hopeful that CVS, given its history, creates opportunities for pharma brands as well. We will watch the CVS Media Exchange closely.
Read MoreWalmart is leveraging its scale and advertising ambitions to launch a new platform competitive with Amazon, Google, and Facebook. In a new development, Walmart Media Group is adding a new set of metrics to its Walmart Ad Center. The new Walmart reporting suite ties online advertising with customer behavior, and shows how online ads drive online and ecommerce sales. While the applications of Walmart Ad Center are limited to OTC brands, this announcement is exciting for several reasons:
The emergence of new options for marketers
Increased emphasis on measurement that goes past front-end metrics like reach and clickthrough rate. In healthcare, measurement like script lift is essential in order to better illustrate ROAS of ad campaigns
The synthesis of front-end ad campaign metrics (impressions, clicks, reach) with consumer behavior metrics (online and in-store purchases)--all in a single dashboard.
We will watch Walmart's developments closely. Healthcare marketers will benefit from similar developments in healthcare programmatic platforms and offerings. This type of union of online and offline metrics in a single platform will create for better ad campaigns and drive better return on advertising spend.
Read MoreApple’s WWDC was a few days ago and there’s one topic people seem to be still talking about: privacy. The company will now require third-party apps to ask permission before tracking users, and are using a nutrition-label-like format to streamline the process.
George Tarnopolsky, VP, Programmatic provides this insight: Users will now get a popup about device id (IDFA) use when they first download an app; the popup will ask whether users allow for their IDFA to be used for ad targeting purposes. This change allows users to opt out of tracking very easily, when apps are first downloaded. App developers will be able to customize this initial popup, for example to illustrate the value exchange from opting into ad targeting. It’s unknown what percentage of users will opt out of IDFA sharing in apps at this time.
At a high level, it is clear that this change will affect the ability of app developers to monetize through ads—and for buyers to buy that app inventory. In the short-term, mobile ad budgets will flow increasingly towards Android apps, which are unaffected by Apple’s change. Long-term, app developers will likely shift more apps to subscription models or require logins. Programmatic buyers will be able to continue leveraging keyword contextual, sitelist, and PMP strategies. In addition, we will likely see an emergence of first party data as the top method for reaching audiences, replacing both browser cookies and mobile device ids.
Read MorePublisher update from George Tarnopolsky, VP, Programmatic: News publishers are finding the COVID-19 crisis challenging to navigate. While news consumption has grown dramatically, the impact to news publishers has been a negative one from a revenue perspective; most ad buyers have been blocking Coronavirus content. News publishers have had to balance increasing viewership and infrastructure costs with a declining ability to monetize content. In response, Google has announced that it would waive Google Ad Manager (publisher ad server) costs to news publishers, for a period of five months. In a recent blog post, Google said that they hope to “help news organizations reduce some of the cost of managing their businesses and funding important journalism during this time.”
Read MoreBig news coming from Google yesterday; here’s the scoop from George Tarnopolsky, VP, Programmatic: In the first Scoop of 2020, we speculated that Google will eventually block all third party cookies. Google has now made this change official, announcing that the they will phase out third party cookie support from Google Chrome within two years. There are several implications of this change; some are known today while more will become clearer over the next two years.
It’s certain that Google, Facebook, Amazon, and other “walled gardens” are well positioned to continue operating in a post-cookie world, as they have large pools of logged in audiences and can utilize people-based IDs such as user logins to reach persons.
Contextual advertising will see growth in this new era—with increase of Private Marketplace buys as well as keyword contextual data solutions like Oracle Grapeshot, Peer39, and others.
Large ad tech companies, such as LiveRamp and the Trade Desk will vie for adoption of their universal id as a replacement for cookies.
It’s likely that new walled gardens will emerge; for example, if large DSPs will acquire SSPs in order to get closer to logged in first party publisher audiences
CMI/Compas’s AdMission is already designed with deep first party endemic publisher relationships (Medscape, Haymarket, Frontline, HMP, Bulletin Health etc.)--which allows us to target HCPs on 1:1 basis on endemic sites, without the use of cookies.
A recent programmatic OOH – you read that right, programmatic is hitting billboards – campaign featuring Kylie Jenner’s makeup line is showing how programmatic changes the game. A campaign that would have typically taken weeks or months to set up was able to hit in days, which as AdWeek points out, really works well for our on-demand world. OOH works for pharma too (if you’re hoping to keep up with the Kardashians) as George Tarnopolsky, our VP of Programmatic notes: “Digital out-of-home presents interesting branding opportunities for pharmaceutical brands, as well. DOOH ads can be purchased via programmatic buying, and placed in front of users in different contexts, for example: roadside billboards, transit shelters, airports, elevator and lobby screens, shopping centers, health clubs, and doctors’ office waiting rooms. Both banner and video opportunities are available, with time of day and geofencing (latitude & longitude) targeting options. For example, a consumer campaign for a dental product can be targeted to digital billboards specifically in dentist waiting rooms during business hours—driving patient awareness directly in the practitioner’s office.”
Read MoreGeorge was interviewed by Alexandra Popescu at theSuper.host about Tokeet's industry leading vacation rental management offering, growing 10x in 2017, and Tokeet's plans for 2018 and beyond.
Read MoreAt Adelphic, close partnership with customers is in our DNA. Our most recent customer survey, conducted in Q1 2016, showed that customers rated their overall satisfaction with Adelphic services at 92%. This marks the fourth straight quarter of a 90 percent or higher satisfaction rating for consistently providing industry-leading services.
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