Identity As A Strategy: Planning The Cookie-less Future

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).

2 comments about "Identity As A Strategy: Planning The Cookie-less Future".
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  1. Craig Mcdaniel from Sweepstakes Today LLC, August 27, 2020 at 8:52 a.m.

    The trruth is, this is another discussion about what is wrong with programmatic ad distribution, not advertising. It is almost considered a sin to say, programmatic has flaws and likely never to be fixed. Why? There are too many factors that are not being considered in the programmatic algorithm that might work well for one advertiser but not for another. Your wedding and shoes. The company selling the shoes doesn't care that you have actually bought them. They are trying to sell another pair to you or your friends. This is the second level factor that cannot be programmed or there is no desire to program this factor into programmatic.  Why again? The programmatic companies is only interested in getting the highest price per ad with the biggest budgets. 

    The bottom line is the programmatic algorithm developers don't want to build a better mouse trap. So why even talk about it? A large number of ads would be better off in the hands of real people and a trading desk.

  2. Paula Lynn from Who Else Unlimited, August 27, 2020 at 12:54 p.m.


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