In his role, Martin will spearhead the company’s ongoing global expansion and oversee a broad scope of functions, from revenue, operations, product, to technology and marketing.
While 2020 was an unusual year â€” for many media companies a time of caution, paused budgets and uncertainty â€” publishers are viewing it as an inflection point. Like so many other things, the COVID-19 pandemic accelerated consumer consumption trends that had been building for years, particularly their affinity for mobile-friendly content.
“Overall, the brand protection suite we have built at Ogury completely streamlines the advertising process to protect advertisers while delivering a completely personalized experience for consumersâ€Šâ€”â€Šwe aim to protect mobile users (or consumers) by ensuring the data that we collect is only done so with a consent for use approach (or opted in approach). If a consumer chooses to not share their data then Ogury does not collect any data. Therefore consumers are always able to trust that their data is secure and better protected by our technology.”
The word publisher can conjure up many different things to different people. Some old-schoolers picture The New York Times or Condé Nast, while younger generations may think of digital-first publishers like Refinery29 or consumer-generated outlets like Reddit. However, anyone working in media and advertising knows that two largest “publishers” need to be taken into account. Together Google and Facebook dominate the lion’s share of viewers and readership, and, of course, the revenue from advertisers chasing those people.
Let me start this column by declaring something that should be obvious to all in the digital world but often is not: The internet is not free.
For years, people said that information (or as is often the case, content) was free. And for 20 years, most companies seeking to make their millions or billions on the internet acted that way, offering free access to their content and selling advertising. Along the way, some bad actors ruined the party by exploiting users’ information without their permission for financial gain. That led to the emergence of rules and regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) â€” and here we are today.
Mark the date: On August 15th, 2020, TCF v1.1 is depleted and we switch over to TCF v2.0. That’s less than one month away. For publishers, ad tech vendors, and agencies who haven’t started to prepare, the deadline is fast approaching. But there still is time. Here is what you need to know.
These are not easy times for the modern CMO. As if the disjointed myriad of marketing options of the last several years wasn’t hard enough to navigate, virtually every aspect of marketing was indelibly altered by recent events â€” primarily the Covid-19 pandemic and its negative effect on economies across the globe. With consumers largely pulling back on their spending, many tactics in the marketing playbook need to be thrown out or radically changed.
Ogury, the creator of the first advertising engine driven by user choice, announced the release of Video Chooser, a new way of delivering full-screen mobile video advertisements that enable consumers to choose the ad that most appeals to them.
Spotify has achieved success by adopting a model that most publishers and brands either overlook â€“ or do not think is possible: giving users choice and control over how they access content and, in turn, choice and control over their digital advertising experience. While I have never worked with Spotify, I have always admired their model. It has set a standard for consumer expectations. It is a model that the entire digital media industry should use as we transition into an era of digital integrity.
Interview with Francesca Lerario. Google says goodbye to third-party cookies. How should adtech react to the industry’s evolution? Francesca Lerario’s, of Ogury Italia, thoughts.