I had the opportunity to travel to New York on January 17 and 18 for the Ad Exchanger Industry Preview conference. I therefore present to you the strong points that I have retained.
INCREASED ATTENTION TO AMAZON
The conference got off to a strong start with a presentation by Scott Galloway . The latter has covered the position of the Big Four (Amazon, Google, Facebook & Apple) across different markets, and predicts that Amazon is by far the company best placed to compete against the other three. Specifically in web marketing, we expect to see Amazon attack the revenues of Google and Facebook to reverse the duopoly that has taken hold. Who would have thought that Google could be dethroned from control of search marketing a few years ago? Yet more than 55% of searches for products start on Amazon , and more than 75% of voice searches are done through Alexa . Additionally, now that Alexa connects directly to an Amazon account, over 58% of US households are Prime subscribers :
SOURCE: SCOTT GALLOWAY – THE FOUR – WHAT TO DO
The question for advertisers is no longer whether or not to advertise on Amazon, but how much and how.
A NEW ALGORITHM, FAKE NEWS AND AN EMPHASIS ON MOBILE VIDEO FOR FACEBOOK
The Industry Preview conference hosted Carolyn Everson, VP Global Marketing Solutions at Facebook . The event took place a few days after the announcement of Facebook's new algorithm. The impact for advertisers could result in an increase in CPMs but targeting tactics should not change drastically. The advertising platform has been favoring ads that generate better engagement for a while now.
Facebook's challenge for the coming year is to ensure a safe environment for advertisers. The fake news stakes are growing and this phenomenon is amplified by a divided American people, particularly since the election of Donald Trump. Advertisers are entitled to demand better monitoring of what appears on users' newsfeed .
Finally, we note an evolution of content on the platform. Video, especially on mobile, continues to grow in terms of visibility, as do Stories . You should also keep an eye on the Messenger and What's App applications, which should offer new features for businesses this year.
THE DEATH OF THE COOKIE AND THE ARRIVAL OF THE ADS.TXT SOLUTION FOR GOOGLE
Brad Bender, VP Product Management at Google , came to discuss upcoming innovations. Several factors can explain why identity solutions will go less and less through a cookie, in particular, due to the increase in time spent in-app by users and the need to have a cross-device view of the from advertisers. Added to these factors is the significant growth in respect for the privacy of users. Measures like the GDPR even go so far as to force advertisers to seek user approval for the collection of information in certain markets.
Much like Facebook, Google struggles with fake news but the fraud issues are even broader. Luma's Brian Andersen spoke about the fraud issues Business Insider has experienced this year. Several networks were telling DSPs that they were selling their inventory but the impressions were actually not being served on BI:
The adoption of the ads.txt solution by DBM and Google overcomes this problem. Essentially, a verification measure allows DSPs to validate that networks are indeed authorized to offer the inventory of sites they declare. In short, we continue to reduce fraud and inventory quality problems, but the battle is not yet won.
THE OTHER PLAYERS: A WAVE OF INTERNALIZATION AND A NEW TOY CALLED CDP
On the brand side, there is a trend towards internalisation, without, however, a total detachment from the agencies. For some years now, it has been expected that the role of the agencies will evolve more and more towards consultation. Adviso is also a pioneer in this wave since we have been supporting our clients for several years to take control of their digital assets. Undeniably, marketing strategies are changing. Brands distributed in retail must address their customers directly and can no longer depend on a distribution chain. The user experience with large enterprises must be personalized.
Brian Andersen, quoted earlier, as well as Michael Katz of mParticle , talked about a new acronym, but more importantly a new platform focused on personalizing the user experience with a brand. The CDP is in fact a Customer Data Platform. Here is how this platform differs over DMP according to Andersen:
This comparison differs slightly from that made by Mr. Katz. We present above a complementary solution to the DMP, while Mr. Katz presented this solution as a solution which replaces the DMP. This type of platform will become essential for advertisers considering the increasingly common integration of artificial intelligence into marketing initiatives.
THE YEAR OF TRANSPARENCY
Programmatic buying is a constant specialization, both on the side of buyers and publishers. The arrival of new technological tools will help solve various problems (fraudulent sites, fake news, respect for privacy) but will not simplify the world of digital media with a new player like Amazon and new platforms like CDPs. . It is expected that this complexity will create more specialized roles within agencies and brands, and that the role of agencies in this context will continue to evolve towards consultation. In order for everyone to make the right decisions, there will need to be greater sharing of information and clarity within the digital ecosystem. That's why we hope to see a year focusing on the transparency of information!
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