Acquire blog

Trending topics in the data-driven advertising world

Data is a crucial factor in the success of an Advertising/Marketing campaign. Here are a few hot data-driven advertising trends to include in your next campaign strategy.

Data Unification and Identity: It’s important you unify all of your data (across all platforms) into a master customer profile and connect known and unknown data. Known data comes from people you can identify— e.g newsletter subscribers. Unknown data is generated by people you can’t easily identify – e.g those who drop into your website without logging in. By connecting the two along with sales and service data, you’ll be able to understand each unique customers behavioural journey and in-turn deliver exceptional personalised experiences

Journey Management: Today journey management is overwhelmingly data-driven and dependent on having that single, unified view of the customer. Which is why marketers are increasingly working hand-in-hand with sales and customer service. The customer journey its-self continues to move away from being siloed and linear into something that moves across channels and mediums. So, marketers are putting greater focus on omnichannel experiences and synchronising online and offline channels.

1:1 Targeting: 1:1 targeting and communications strategy is founded on first-party data and contingent on having that single, unified view of the customer. With such a cohesive understanding of a consumer’s intent, preferences and history, you can drive campaigns and experiences that speak to a specific consumer’s needs and wants. If done well, high-quality personalised experiences will help convince consumers that there is real value in sharing their data.

Privacy and the Post-Cookie World: With Google’s decision to phase out third-party cookies, Europe’s GDPR or California’s CCPA, it’s clear the privacy regulation landscape is only set to expand. Which is why it’s critical that you stay ahead by adopting a privacy-centric ethos. In practice, this means working with tools that allow your company to implement a scalable privacy policy that can adjust for different regulatory environments. Marketers will have to be more mindful of balancing personalisation with customer comfort.

Evolved Measurement: The focus on customer experience has changed how marketers view and measure success. The percentage of marketers tracking customer lifetime value and customer satisfaction metrics continues to increase and many are becoming more strategic about when and where they analyse certain metrics. It’s likely that over the next 12-24 months those that haven’t jumped on board with AI will begin to adopt it and see benefits, shifting the baseline for what can be done with more advanced measurement systems.

Reference: https://bit.ly/38zFpLV

Let's Talk About Food

Acquire wants to see an online advertising supply chain that is clean, pure, transparent, and efficient to deliver digital advertising that centres around the client.

Just like a Michelin star chef who carefully picks and chooses their ingredients, we at Acquire not only have strict quality controls in place but also work with the best tools and sous chefs in the industry to deliver a product that is of a consistently high standard and outstanding quality, every single time.

Online Advertising experienced rapid growth without a clearly defined plan and drew parallels to the Industrial Agricultural. The Agricultural industry also started with the right intentions to supply nutritious food to a growing population. Still, mass production techniques created widespread consequences for the environment and nutrient value of the produce. Consumers, chefs, and farmers saw there was a problem and quickly established a movement, "Farm to Plate," creating transparency of how food is grown and brought consumers closer to their food supply.

Like Industrial Agricultural, Online Advertising started with good intentions, to show engaging ads to the right consumers online. However, over the years, many unplanned consequences have risen, such as vanity metrics, walled gardens, hidden fees, privacy issues, fraud, and bots.

Acquire believes there needs to be a commitment to cleaning up the advertising supply chain and a movement like the "Farm to Plate' which ensures the advertiser is always at the centre. We are committed to a supply chain that is transparent and accountable to the client.

Acquire offers greater transparency by challenging vanity metrics, specifying clear set viewability standards, verifying performance not only through actual sales/analytics but also building attribution models that fit your product lifecycle, analytics and dashboard reporting, and working with industry-leading brand safety vendors. Accountability throughout all our services, clear set KPIs, and better ROAS by implementing less wastage through quality inventory, handpicking private marketplace deals, whitelisting and better targeting.

Brand advertisers deserve a movement like the "Farm to Plate," which puts them at the centre of their advertising supply chain.

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What's the difference between GDN and Programmatic

Programmatic has a lot of detailed targeting options that GDN does not support. While GDN uses search data to target users, Programmatic offers a mix of third-party data and first-party data which enables more granular targeting.

GDN is a walled garden, while Programmatic also offers access to dozens of ad exchanges and private marketplaces (sites with invitation-only access) bringing much bigger audiences.

Programmatic affords greater brand safety measures as well as Google ratings, it uses additional third-party verification companies, for example  Integral Ad Science.