Teads’ Post

When a cookie-less future is the name of the game, having a Customer Data Platform (CDP) is the only way to go! That's why on this week's #TechTuesday, we're talking about exactly that and how a CDP can help power personalised experiences to consumers. From connecting real-time and historical data across all platforms, to segmenting audiences to target only relevant audiences, to giving consumers a multi-channel experience, a Customer Data Platform has so much more to it than meets the eye.

There is much talk about the failure of attribution models that are last click based to provide any useful lens on consumer journeys. Even last Charlotte Skornik, Head of Client Measurement at TikTok wrote in the Media Leader that "It’s virtually impossible to think of any scenario where a significant outcome is exclusively influenced by the latest event that preceded it. It surely has to be time to say goodbye to last-click measurement. But what’s the alternative?" The alternative according to Gareth George, (Group Head of Media at RVU Group - Zoopla, uSwitch, Confused) when speaking at the Future of Brands event recently in London 'has to be single source based'. We could not agree more with both Charlotte and Gareth here at ViewersLogic. An entirely Single Source Cross Media Measurement and analytics platform giving our clients that very lens on the journey. Below is one of the infinite use cases/lenses we can provide. Take the 'Meal Kit' sector; it's fiercely competitive with brands such as Gousto and HelloFresh spending money for eyeballs on TV. But is that exposure to TV driving an action elsewhere? In a last click model, that's all you will see; the last click. Here we see at an individual/single source basis how exposure to TV has generated an 'Uplift' in searches conducted.

With a cookieless world on the horizon, navigating valuable audience data and drilling down into truly actionable insights is becoming more and more tricky 🍪 Fortunately, Simon Frazier from the IPA (Institute of Practitioners in Advertising) has joined us for the latest Ask the Expert episode and helps shed light on using data to create better customer experiences. Watch here: https://lnkd.in/ew6iXhEN #AskTheExpert #ThirdPartyCookies #AudienceData #DataInsights #CustomerExperiences

🚀 This week we attended the Ad Age Media Summit. With the ever-evolving landscape of media and commerce, ✨ the event showcased innovative strategies and trends to keep an eye on. 👀 Our Sr. Director of Marketing, Adam Remson shares some highlights below 👇 1️⃣  Commerce Media Budgets: It’s here to stay folks, be sure to add it within your 2024 budget, as it will significantly impact measurement expectations.   2️⃣ CTV Scaling: Retailers are all looking to scale up their Connected TV (CTV) efforts, recognizing the potential in this space.   3️⃣ Performance-Driven Commerce: Strong emphasis on driving performance for the brand in the evolving media landscape.   4️⃣ Clean Rooms for Retailers: There is an opportunity for clean rooms, enabling retailers to connect with other retailers and media companies for enhanced targeting and reach. 5️⃣ In-Store and Data Monetization: The growth of in-store experiences in Retail Media Networks (RMNs) and data monetization are key topics for 2024.   6️⃣ Generative AI: Many questions about this green space and how it will uncover new opportunities and make the shopping experience better.  #AdAgeMediaSummit #MarketingTrends #CommerceMedia

Our new study with MAGNA Global is now live! 🚨 Harnessing a combination of first- and third-party data is a cost-effective solution that can help brands connect with the right audiences while increasing brand favorability and purchase intent. Unpack more of the study's findings in Digiday: https://lnkd.in/gAdc4yCU #AcxiomInsights #FirstPartyData #ThirdPartyData

Is the shift to cookieless keeping you up at night? Don’t sweat it, we’ve got you covered! We’ve been building cookieless audiences and activating cookieless campaigns for over 3 years now. The best bit? Our search-powered contextual solution delivers 83% better performance than cookie-based alternatives, so you can reach in-market audiences with unmatched precision and achieve even better results. Ready to finally ban the c-word? Visit https://lnkd.in/dVeSsPqu #cookieless #shifthappens #searchintelligence

Shift Happens - and the Shift to Cookieless is upon us. Captify® has you covered with cookieless, search intent based audiences.

How can travel brands elevate their sales to new heights this shopping season? For travelers, Black Friday serves as an opportunity to plan and book trips for the upcoming holiday season or even further ahead, taking advantage of the substantial discounts offered during this time. By using contextual AI, it was discovered three key contextual audiences where brands can put the scope for the upcoming holiday season, providing a prime opportunity to refine their strategies for greater effectiveness and engagement. #BlackFriday #ShoppingSeason #Travel #AdCampaigns #ContextualAdvertising #AdTech

Showcasing its expertise in bolstering businesses by harnessing the power of data, SAS launched the influential "Get More Done" campaign, highlighting the crucial role of data-driven insights in achieving success. Embracing this core belief, SAS adopted a novel approach for its #CTV campaign. The company pursued a targeted, data-driven strategy to connect with its #B2B audience. By adopting an advertising purchasing strategy that focused on designated market areas densely populated with enterprise clients, SAS was able to: * allocate its CTV advertising budget more efficiently * targeting regions with the highest potential for business expansion. Learn how SAS Institute used custom bidding to tailor their CTV strategy! https://lnkd.in/dD9Rg25V

Are your audience strategies future-proofed? In this article from The Drum, we discuss defining themes from #CannesLion and four ways for you to build a better data ecosystem. Read our Cannes panel recap here!