Marketing, have you ever wondered what can go wrong with digital transformation?
The pandemic accelerated transformation and even fear. We accept payments and orders for easy delivery. We are concerned about the limitations of distance education for children.
One of the things that interest me most about Martech’s management is how marketers find ways to bring back old habits or reinvent them. Take coupons, for example. The transition from print to digital has ended this old habit. Last year’s personal restrictions in the store gave gift cards another chance. But it gives retailers the opportunity to use digital channels to rediscover the social aspects of coupons, including the time they spend and sometimes show to buyers. The StitcherAds solution described below is not so much about replacing coupons, but also about filling in the empty box at the customer. Similarly, more traditional publishers can enter the game via streaming if access limits are reduced.
He also joins our fast-approaching MarTech conference. Whether you are attending live events due to the freezing or just entering the market, this event will definitely make it happen. There are over 65 sessions, but the amount of discussion and experience is not everything. Behind the scenes, I can say that I am amazed at the efforts that have been made to make MarTech as tangible as possible. Workshops, questions and answers, meetings, conferences, the editorial voices behind MarTech Today, and more. All without the long queues of food. Make your favorite coffee blend comfortable in your home office. Greetings to the old customs!
Responsibility and transparency of the new digital standards
The Research project of the IAB Tech Lab, which started a year ago, was rewarded today with the launch of a portfolio of proposed standards. The IAB needs comments and feedback.
The standards. The specifications and best practices cover two platforms and two related display addresses.
• The accountability platform must ensure that all participants in the ecosystem can comply with user preferences. Includes specifications for open and reviewable data structures and standard practices.
• The global privacy platform is designed to provide users with transparent and reliable control over their data and to support effective compliance by industry participants in an environment where regional and regional regulations apply.
• Taxonomy and data transparency standards that support the provider’s audio and contextual signal are an attempt to place the order in a contextual advertising slot, where the specification and placement of the content do not match the availability of inventory.
• Users’ best practices provide security and privacy guidelines for identifying information about the user’s email address or phone number.
Google intervention. The best practices for user activities were the first part of the standards developed by Project Rear. Tokens are at the core of the solutions offered by a variety of ad tech and data readers, including The Trade Desk, LiveRamp, Infutor, and Neustar.
What appears to be an unambiguous step in defining best practices for these tokens has been interrupted by Google’s announcement that the discontinuation of third-party cookies would also result from any detection, including databases. It is voluntarily sent by the user through the user himself. Google has said it will not create or use alternative IDs to track users on the internet.
Why do we care? No matter what it looks like, advertisers, publishers, and technology providers are doing the right thing by working together to develop an ecosystem that respects consumers’ privacy. Google is committed to denying primary ID types, which provide an alternative to third-party cookies. But now there are questions that need to be answered about how safe the FLoC will be. This story is far from over.
A social approach to coupons
Advertising platform and shopping experience StitcherAds launched circulars and digital catalogs this month. StitcherAds specializes in selling retail partners via social channels like Facebook, Instagram, and Pinterest. The new solution allows retailers to track products and offers to customers on these social media platforms. Ad units can also connect customers with their nearest retailer to take advantage of special offers.
How are coupons on social networks? Here are some components that StitcherAds covers:
• Optimized personalization using own and third-party resources to offer relevant products;
• Point alerts and status updates for loyal customers;
• Move to traditional circulars to enable digital advertising by marketers to create brand models;
• Dynamic covers with offers, prices, and all the “small print” for each product
Why do we care? For professional merchants, the ability to measure and manage the advertising budget is the biggest benefit of these digital coupons. Does this solution find ads on social media and is it much better to track coupons? For networks with robust application-based loyalty programs, it will attract customers who have not yet overcome the program download barrier.
Reduce barriers to flow for publishers
A new streaming solution reduces the barriers for publishers to offer ad-free streaming. When it was released, viewers could choose from many channels produced by their favorite news sources. Imagine your favorite websites or magazines as stations, a la Vice.
DistroScale, a video publishing platform, has launched its DistroTV solution, which collects, embroiders, and distributes video content created by publishers as an ad-supported station.
Navdeep Saini, co-founder, and CEO of DistroScale told us: ‘The biggest change here is the upfront cost, which I think is revolutionary. Publishers typically have to pay thousands of dollars a month or more to deliver the channel to each terminal and pay for dynamic advertising services.
Instead, the company cuts advertising revenue.
Types of viewers. Saini said he divides video consumption into two main categories. On the one hand, viewers go into “lean mode” to search for specific content in a way that focuses on favorite TV shows or specific news. Then there is “relaxation,” where viewers simply want to relax and watch a favorite category of content, such as sports or news.
Saini said he believes there is a restriction on subscription services that viewers are willing to pay for. Pioneers in advertising based on free advertising (“FAST”). Since its launch in 2019, DistroTV has grown to more than 150 live channels.
Why do we care? Marketers need to find their audiences where they are, and TV remains a major source of entertainment and news. Fragmentation is a problem for subscription services as viewers have to make multiple payments to see everything they want. Free ad placement is likely to support further fragmentation as it offers true variety at no extra cost to viewers. If there is a solution that lowers the barriers for traditional and traditional publishers 24 hours a day, 7 days a week, it will meet demand as the energy sector shrinks.