The Programmatic Summit is the annual get together of over 600 people across brands, ad tech, agencies and publishers in Sydney and Melbourne. For 9 years now the event has connected the smartest minds in the field across ANZ to educate, learn, debate and evolve in this constantly evolving media landscape.
Last week in Sydney, the Spark Foundry team got to attend and bring you back key insights across the board from Legal & Privacy to Programmatic Out of Home.
Here are our key takeaways:
1 >> On transparency and trust, we heard from Rachel Mervis, Global Programmatic Capability Lead for Kimberly-Clark (US) who dialed in from Chicago. Rachel kept the programmatic jargon to an absolute minimum while dialing up the NSYNCH references. She thinks advertisers need to say Bye, bye, bye to non-transparent models and seek more clarity into the programmatic supply chain.
According to the international speaker, building transparency and trust starts with brands upskilling, getting curious and aligning objectives with their agencies to build long term roadmaps.
2 >> It wouldn’t be a Programmatic summit if there wasn’t some talk about the “post cookie world”. As Spark Foundry's National Head of Digital & Technology, I shared my thoughts in a panel discussion on how to build post cookie roadmaps.
We know the depreciation of cookies has already started to impact brands across audience targeting, personalization and measurement. Our 3D process (Discover, Design & Deploy) works hand in hand with brands to identify which pillar is having, or is likely to have, the biggest business impacts – designing solutions to address, from the simplest contextual targeting to the more advanced data partnerships, and deploy them in a test a learn systematic way.
3 >> On measurement, a panel of experts including myself, our partners DoubleVerify, and other industry leaders, discussed the measurement currencies of the post-cookie world including Attention measurement.
I am a believer that, from a purely advertising perspective, Attention is a much better tool than cookies ever were. The goal of advertising is for ads to be seen and have an impact. Cookies could measure impact on ads never seen, so this is progress in the right direction.
4 >> Privacy and regulatory changes were of course top of mind for all at the event. According to Peter Leonard, Professor of Practice at UNSW Business School, we can expect more changes and data privacy reform in Australia over the next 12 months. His prediction is that more stringent compliance will be required of all digital actors (and not just the big tech platforms), however he doesn’t anticipate a “mini GDPR” but potentially a different model in Australia. Whatever it looks like, the Professor says the days of “passing the buck” between data handlers are over and actors will have to take responsibility for how data is handled throughout the entire chain.
From a brand perspective, OFX talked about their approach to data strategy in a privacy first world. We heard from Shad Haehae, Global Head of Digital Acquisition for OFX and their partner Chris Rozic from XPON technologies. According to them, 82% of people would still be willing to give access to their data. In order to build a strong first party data strategy, brands must:
Understand regulatory changes
Educate the organization from the top down (as data management is an organizational concern)
Build a value exchange that is customer centered.
5 >> Emerging channels such as CTV, programmatic audio and programmatic OOH took their rightful place as the stars of the show. Here’s a quick fire of the takeaways:
Audio: Personalisation, imagery, and emotion are 3 fundamental aspects of audio that bring its high value for brands to connect with their customers. We have the opportunity to utilise our measurement and cross-channel offerings to maximise audio investment that is under-utilised in the industry.
PDOOH: Privacy is obviously a key concern in the programmatic world however when it comes down to the DOOH measurement and targeting space it’s important to remember OOH remains a broadcast channel. “If you’re using PDOOH to reach one person you’re wasting your money” said Ben Baker of Vistar Media. The good news is that OOH is embracing the Programmatic world and inventory is plentiful. The successful agencies are the ones who have both their offline and online teams work together in order to deliver the strongest outcomes.
If you want to know more, there are a lot of resources shared by our friends at the IAB, which you can check out here: IAB Resources Programmatic Summit Sydney 2022
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