The pandemic has dramatically increased the number of video streaming households, and in a down marketplace in 2020, OTT was the only category that experienced double digit growth in ad revenue. As marketers increase their OTT budgets to reach a large, engaged audience, they also need to accelerate their creative performance to drive measurable consumer actions.
Join IBM as they discuss how advanced creative technologies and AI can help solve the obstacles marketers face in the OTT landscape and maximize video campaign outcomes. You will learn:
Fabrick™ — Neustar's identity-based customer cloud — powers data management, media activation, and marketing analytics without a reliance on cookies or mobile ad IDs. Brands, publishers and platforms can leverage our innovations in identity-powered media and measurement to drive better marketing outcomes and competitive advantage in a post device-ID future.
Merkury enables marketers, media owners, and publishers to own, build, and control a cookie-less Private Identity Graph. Merkury uses an organization’s first-party CRM data and valuable interactions such as logins, outbound email campaigns and media reach to create and grow a universe of person-based IDs for cross-channel targeting, personalization, measurement and more.
In a post-cookie world, brands will need to build or rebuild a strong data foundation to compete and serve their customers. By investing in their customer intelligence with a data-agnostic approach, brands will be able to generate customer profiles with identity at the core, complete with customer attributes. This will allow for a full customer profile that is more than an identifier.
ID5 enables publishers and advertisers to create and distribute a shared 1st party identifier to the entire ecosystem to enable targeting, frequency capping and measurement in environments where 3rd party cookies and MAIDs are blocked. ID5’s privacy-by-design technology and encryption mechanism ensure that users’ privacy preferences are respected throughout the advertising value chain.
Building on the work of leading industry companies, IAB Tech Lab is collaborating across the ecosystem to evolve Unified ID 2.0 (UID2) as an open-source framework, based on stable IDs and with transparency and control to enable consumer privacy. UID2 is part of a portfolio of addressability standards and technologies that Tech Lab is developing with the Partnership for Responsible Addressable Media (PRAM).
With Chrome's decision to push the timeline for cookie deprecation back to 2023, marketers are curious about the proposals, developments, and updates in the Privacy Sandbox. Join us for a session on progress in the Privacy Sandbox, the opportunities for marketers, and how the industry can prepare for a world without third-party cookies.
