Targeting, measurement, addressability: the deprecation of third-party cookies is radically changing the world of advertising, but that’s not all.
While it is becoming increasingly difficult to deploy effective audience targeting strategies, the emergence of new digital formats and contexts and the consequent increase in investment force us to find new solutions to boost campaign performance.
Advertisers and madtech operators, increasingly focus their attention and base their strategies on the first-party customer data, but these are often not enough, especially in particularly competitive environments.
La limitatezza e scarsità di tali dati resta, ad oggi, la sfida più grande.
In such a context, a data collaboration strategy between partner companies and between companies and publishers becomes important and enables all stakeholders to gain great benefits while respecting users’ privacy.
Data Collaboration: amplifying the value of first-party data
IAB defines data collaboration as theuse of technology to combine and analyze data sets within the same organization or between partners to enable a wide range of applications and use cases ranging from ‘enrichment of information itself, to enabling more accurate measurement models. (“Data Collaboration Platforms Explainer” – IAB Australia)
It all translates, simplifying, into the ability to create larger but at the same time highly relevant and relevant audiences for higher performing campaigns. But let’s go into more detail.
The study by the IAB Data Council Australia, articulates the different benefits of using data collaboration strategies, based on the different actors that can come into play in a data collaboration project.
- Advertisers Advertisers and operators in the adtech world can leverage data collaboration strategies to connect to their customers’ data or to use the same customer data as a starting audience to acquire new potential customers through audience extension strategies with look-a-like models.
- Publishers Publishers can maximize the value of first-party data by making their audiences available to advertisers and brands in a safe, secure and privacy-compliant environment.
- Data Vendor Data companies have the ability to assemble and make datasets available in marketplaces for monetization, leveraging data collaboration strategies for audience enrichment and expansion.
Data Clean Room: the full potential of technology
Technology solutions for data collaboration projects include many. IAB Australia itself reports several ranging from CDP, to DMP, to CMP.
Among the various solutions counted are Data Clean Rooms. Often referred to as “data clean rooms,” data clean rooms are safe and secure environments within which stakeholders in a data collaboration project can “share” their data.
The use of quotation marks for the term “share” in this case is a must: within a data clean room, in fact, data always remain the property of the company. Before being placed in this shared space, such data is anonymized using encryption keys within data bunkers. The encryption keys provided remain valid only for the specific operation for which they are created.
A data clean room can serve multiple purposes ranging from:
- data enrichment of the customer profile through the use of third-party sources;
- Audience overlap analysis for co-marketing activities between brands and companies in complementary industries (imagine an airline and a hotel chain);
- campaign performance measurement (imagine the ability for publishers and brands to cross-reference information about a campaign);
- user scoring analysis.
Blendee enables data collaboration projects between brands/companies and business partners while fully respecting the privacy of the users involved, guaranteeing anonymity and allowing each stakeholder to preserve the very ownership of the data.
Among the features offered by the platform are a dedicated engine through which audience providers and audience buyers can activate data collaboration projects in total security, and the “Clean Room” engine that allows the creation of a protected and secure digital space in which the different actors involved in the data collaboration project can share, merge and analyze data in total security and with full respect for privacy.
The future of an effective data collaboration strategy, increasingly unravels between technological innovation and updates on privacy and the handling of personal data. However, the focus of brands and operators in the martech and adtech world is increasingly on solutions that enable secure data sharing while preserving privacy but also user trust.
