Two months ago, Freddie Liversidge (bottom left), got married ... and he's still getting ads for weddings as he surfs the net. As Global Director of Digital Activation at HP, he says he loves the data we have "but I do get fed up when I get chased around the Internet by a pair of shoes."
He was speaking on a panel at the that tackled the cookie-less future at Wednesday's Data & Programmatic Insider Summit. Data-mining needs to change to more first-party and be email-based. "If anything, we're going to use better signals to be able to target people. Hopefully through this, we can find a better balance between the creepy factor and the beneficial."
Liversidge pointed to the arrival of safe havens or safe rooms on Google, Amazon and — soon, he expects — Facebook. HP has started to play in those spaces "and I can see the power of what they will become. The ability to run analysis and share is there. It's quite exciting." And, he said, if you want reach and frequency, I can give you three numbers (for Google, Amazon and Facebook)."
He's been asked by colleagues if all the data work they've been doing is now a waste of time. He suggests it has not, adding that "at least now we have our data in the right place. Now we can bump it up against all the platforms we need to get the insight. We'll bump it up with whatever walled garden we're working with at the time."
HP's strategy is built around audience-based targeting and it's working with partners to find out how to build into these walled gardens. "We're focusing on how to continue to do what we have found so successful over the last few years within the new regulations," said Liversidge.
Keri Drengler, Managing Director, Digital at m/SIX (top right), and Andrew Ronnfeldt, Manager, Digital Marketing – Paid Social & Display at Sprint (bottom right), were also on the panel moderated by Lisa Singer, Event Editorial Manager, MediaPost (top left).