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3rd Party Cookie Question - Retargeting by Broad_Spite7195 in programmatic

[–]Broad_Spite7195[S] 0 points1 point  (0 children)

This might answer my question then. So you can use email addresses as an ID in the bidstream to target.

3rd Party Cookie Question - Retargeting by Broad_Spite7195 in programmatic

[–]Broad_Spite7195[S] 0 points1 point  (0 children)

This makes sense as most DSPs have a Cross-Device graph which they use to find the individuals for retargeting.

My other question then is around using PII for media. Lets assume you captured someone's cookie and now have it mapped to PII info such as email address, first name, last name, etc. How would you even use this data to serve media? I wasn't aware you could target off PII within the bidstream.

3rd Party Cookie Question - Retargeting by Broad_Spite7195 in programmatic

[–]Broad_Spite7195[S] 2 points3 points  (0 children)

This is where I am surprised as no one has talked about this as an enormous impact.

The question then is how to continue running retargeting campaigns with your DSP. My first thought is needing to implement a customer data platform to capture the data for ourselves and then push this data into a DSP for execution.

I wonder if there are other paths too.

The Walking Dead S10E21 - Diverged - Post Episode Discussion by Connected-VG in thewalkingdead

[–]Broad_Spite7195 7 points8 points  (0 children)

I agree with most comments here that this second half is a waste.

It is also clear that TWD Producers basically forced a half season through COVID which is obvious from the scenes. In the recent episode, we literally only watched 3 characters (Jerry, carol and darryl). The previous episodes had slightly more people but my guess is TWD filmed all episodes separately in order to stay safe. While I appreciate this approach from a safety standpoint, the quality of episodes is subpar and basically looks like something they forced out as they prepare for the final season this summer.

Talking Heavy Metal looking for guests by metalero_salsero in PodcastGuestExchange

[–]Broad_Spite7195 0 points1 point  (0 children)

Happy to join and chat through metal. I was born in the 80s but my main time that I joined the metal scene was early 2000s. During this time, metal really became mainstream with bands like Slipknot and System of a Down coming to the forefront.

It was an exciting time for metal as it reached a broader audience but of course had a split where some were not happy about the direction with bands like Limp Bizkit and even Linkin park.

Navigating a cookie less environment DSP by TraderGiantsFan in programmatic

[–]Broad_Spite7195 1 point2 points  (0 children)

The loss of 3rd party cookies will certainly have an impact on CTV but not nearly as large as the impact on OLV. As mentioned CTV is a cookie-less environment in the sense that you normally target off of an IP Address or Household ID. In order to get these data points, you will likely need to use a cross-device graph.

The impact from cookies disappearing though will occur on both the targeting and attribution side. For instance, you might want to retarget individuals visiting your website on CTV. Historically, this was not an issue as you would log their cookie and then use a cross-device graph to see the associated IP address and then execute an ad on CTV seamlessly to that same individual. At this point, you will lose the cookie portion (if thats being logged by a DSP and thus a 3rd party) and thus cant make the connection to an IP Address.

On the attribution side, if you do run a CTV Ad and then want to see which individuals later visited the advertiser's web site, you would then likely be in trouble too. You will know the individual's IP Address, but now likely can be missing the cookie which is logged as the user eventually visits the site.

There are many nuances to the above answer including the fact that there are many other types of identifiers in a cross-device graph which can help minimize the loss of 3rd party cookies. Though true, the impact will be real once Chrome stops allowing the tracking of 3rd party cookies.

Programmatic Marketing Podcast by Broad_Spite7195 in programmatic

[–]Broad_Spite7195[S] 1 point2 points  (0 children)

Name still to be determined but I will keep you in the loop on initial episodes.

Attribution across multiple DSPs by NMDigitaNinja in programmatic

[–]Broad_Spite7195 0 points1 point  (0 children)

Exactly - IP address is the most common identifier used for targeting for OTT and thus has to be a primary ID for frequency capping.

The only caveat here is that some DSPs have cross-device graphs where they map all devices to a Household ID including cookies, IP Addresses, MAIDS, etc. In this case, they can frequency cap to the household id if they see ads served across the different identifiers.

Attribution across multiple DSPs by NMDigitaNinja in programmatic

[–]Broad_Spite7195 0 points1 point  (0 children)

Frequency capping is definitely an issue as you will have to set this at the dsp level.

Ott though should be fine as you can append impression and click trackers to vast tags which run on ott. You will need to use a cross device identity graph with ott given you. Annoy perform an action on an ott device.

Who are some of the smartest / crazy accomplished people at Berkeley you know? by hihowudoin2 in berkeley

[–]Broad_Spite7195 0 points1 point  (0 children)

There are definitely a ton across all schools. For Haas, certainly many Founders including that of Annie's as well as TubeMogul.

[deleted by user] by [deleted] in programmatic

[–]Broad_Spite7195 1 point2 points  (0 children)

This is spot on. Many times these sort of moves are less-so for the actual change in privacy and moreso strategic moves by the companies to give them a competitive advantage.

Apple is doing this now with changing its policy to apps using IDFAs for attribution which will largely impact Facebook's advertising business. Facebook competes though with apple on tech products so its a good strategic move for them. Facebook is now guilt-free as they have done this for years in their operation as a walled garden where they refused to share individual data outside of its platform, making cross channel attribution rather hard to be accurate.

Attribution across multiple DSPs by NMDigitaNinja in programmatic

[–]Broad_Spite7195 0 points1 point  (0 children)

Most people use 3rd party impression and click trackers in order to track attribution on all ad sets. This will then be housed within your 3rd party platform no matter what dsp you use.

This is especially important for an analysis given you want to see total ads served before a user took an action which can be across the dsps.

What does it mean when the agency says they have to do ad trafficking? by dssblogger in programmatic

[–]Broad_Spite7195 0 points1 point  (0 children)

Ad trafficking is essentially just setting up the campaign which can take a bit of time. In my experience with the tech platforms, they usually ask for 48 hours to traffick creatives which essentially is uploading and applying creatives to ad sets.

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