12/04/2024 | insights

New Adtech lets media companies maximize revenue opportunity and keep control of their data

How do you maximize your revenue opportunity and keep full control of your data? The simple answer: choose an option that lets you keep your data, and that has significant media spending behind it.

Working closely with GroupM Investment and Choreograph’s partnership team, we meet most major players in the media industry. Exciting companies, with exceptional people, but there’s a sense of tension rising – with technology companies and publishers alike. Technologies, fees, and supply paths are under scrutiny, and the state of play is unsettled, like a game of Mikado, with the sticks just about to form the foundation for a new game. Everyone is nervous to be at a disadvantage in getting their share of growth when the dust settles for the next 5-10 years of “new norm”.

Understandably so. The decreasing availability of personal data, or PII, for targeting and media currency poses a significant risk in the competition for budgets. The changes are structural and rapidly approaching i.e., by mid-2024, 75% of the world’s population will have their personal data protected by modern privacy regulations.

In response, any media company with a weekly population reach greater than 20%, is either actively working on, or strategizing to, become a walled garden. Meanwhile the big walled gardens, with engineers in the thousands, are doubling down on a myriad of tech solutions to guarantee their advantage in the new norm.

Current fragmentation harms everyone’s profits

These initiatives bring industry fragmentation as each company grapples for a larger share of spend in a changing environment.

Everybody doing their own thing makes perfect sense at the individual company – or campaign level. The few first campaigns serve as proof for the concept or tech, but scaled adoption from the buy-side is made difficult because other media companies are pursuing similar strategies with alternate options, with different APIs, different UIs, the list goes on. The new solutions are more technical, and the sheer variety makes it difficult for hold-cos to scale.

The current level of fragmentation is stifling profits and there are no real winners, rather everyone is left collectively faced with increasing risk, and the obvious solution is new established standards adopted industry-wide to drive efficiency both on the buy- and sell-side.

The next 5-10 years of “new norm”

Just matching IDs in a novel and potentially compliant way will not be enough in this “new norm”. It’s about facilitating collaboration between buy and sell-side more broadly speaking. It’s about seamlessly integrating it into the buying system, ensuring that every piece of inventory, big or small, benefits from the integration. And most importantly, it’s about ensuring substantial demand behind it. After all, what good is a new solution if there’s no demand to capitalize on it?

We believe a new norm needs to meet certain criteria, that;

  1. lets you keep control of your data
  2. is flexible (i.e., works with all types of signal: IDs, Context, Geo etc.)
  3. meets data authority standards (ICO in the UK, CPPA in California etc.)
  4. is easy to use & inexpensive (like a tag-manager)
  5. is interoperable (like the Open RTB Protocol)
  6. has media spend behind it from the outset

Putting spend behind the transformation

A way to accomplish all the above is through your own 1st party data leveraged with a decentralized data platform, that brings privacy standards to 1st party data, and lets you drive operational efficiency and capture demand, from GroupM, while you get to keep control of the data.

A Resolve installation enables this without you having create a big new cost base of technology, nor people to operate it. The inherent demand from GroupM, creates a pathway to maximize the revenue opportunity whilst keeping control of data, on your journey towards new norms.

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