Privacy first targeting solutions

Ogury Head of CPG Sales Drew Childers was recently invited to discuss cookieless advertising and the opt-out consumer world on The CPG Guys podcast.

During the podcast, Drew explained how early adoption of alternative ID-less targeting solutions gave Ogury an advantage in the emerging privacy-first advertising space.

“When we talk about the transition into cookieless and ID-less, it’s a very exciting topic for us because we have been poised and ready for this for the five years that I have been here,” Drew said. “Everyone is talking about cookieless and ID-less right now, but we have actually been cookieless and ID-less for over a year now.”

Ogury’s Personified Advertising Engine is built upon an extensive database of consenting user data, collected throughout the first seven years of the company’s life. 

While Ogury stopped collecting consumer data in 2021, it continues to be enriched today through millions of monthly user surveys.

“Surveys as a stand-alone solution is not a solution – anyone can write a question, and anyone can send that question out and hope they get responses,” Drew remarked. “The way we use them is really to validate or enrich what we already know.”

The issue of viewability

VCR is an industry-standard metric that digital advertisers often lean on to measure the success of their video ads. While this is certainly a useful metric, Drew explained how Ogury goes one step further by only providing “fully on-screen” formats that promote the highest possible recall rates.

“Fully on screen is determined by 100% of the pixels fully in view for at least 50% of the duration of the video.” 

“The industry standard for that is somewhere in the 30% range, meaning that you could have 100% VCR, yet only 30% of that video was fully on screen for at least 50% of the duration.” 

“That just doesn’t sound right. When you think about branding campaigns, it’s about I need my ad to be seen, and I really need it to be remembered. The only way someone is actually going to purchase it or do something with it is if they can see it and actually remember it.”

Retention requires attention. The longer an ad retains consumer attention, the more likely they are to recall a brand. By focusing exclusively on fully visible ad formats, Ogury is able to outperform the rest of the market by 2x as validated by MOAT.

Click here to listen to the full podcast.

Ogury recently participated in episode 128 of The Programmatic Society. The panel was attended by Bérangère Vuillemin, Ogury Senior Director Publisher Development, along with Sebastien Noel, Managing Director Programmatic, Adtech and Monetization at M Publicité, and Loïc Sfiligoi, Co-founder of Pubstack. 

Together they discussed mobile monetization innovations and the current challenges publishers are facing in a changing advertising landscape.

With Chrome set to remove all third-party cookies in 2023, many big players within the advertising ecosystem are starting to feel the pressure.

While Safari and Firefox have been blocking third-party cookies for some time, Chrome continues to dominate the browser market with a 69% market share.

“We can already see that some SSPs are handling it much better than others because of a lot of contextual work,” said Sebastien.

Following up, Bérangère explained how Ogury leveraged years of consented user data to quickly become cookieless and ID-less.

“With the GDPR, we were proven right, so we were already a little ahead due to our anticipation of this. We had collated enough intelligence to quickly become cookieless/ID-less.”

Today, Ogury continues to enrich its historical data by conducting studies on large user panels and employing a technical team of 120 people who work continuously to improve this data.

“Contextual and semantic data is very good, but our vision is that we need to go a bit further to deliver the high performance that brands are asking for, delivering interesting CPM and RPM while respecting the user in their mobile consumption.”

Partner rationalization in mobile advertising

The AdTech industry is in a transitional phase, with many technology partners adapting their strategies to survive in the emerging cookieless/ID-less market.

Consequently, there has been a cleanup among publishers as they have started rationalizing their advertising partners.

“When you have so many advertising partners, it’s in your interest to rationalize your operational costs,” said Loïc. “For a partner who represents 1 or 2% of our annual income, we don’t necessarily want to keep them as they certainly cost more than they bring in.”

In addition to mitigating costs, rationalizing technology partners is also a way for publishers to cut down on complexity within the supply path and regain control of their data. 

“On the other hand, having partners like Ogury, who have a direct sales force, who will really bring a rather unique incremental value, are still interesting. So the rationalization, for me, is more at the locational level.” 

“As Loïc said, it’s good to make a lot of little streams, but that doesn’t make a big river in the end,” added Sebastien.

Competition and publisher obstacles in the bidder market

Bérangère explained how Ogury has circumvented publisher obstacles by creating long-term partnerships built on trust.

“Since we have a very good loyalty rate from our publishers, this is already a guarantee of quality, which allows us to be known by other publishers with whom we want to work.” 

“We have more than 200 salespeople who go to see advertisers and agencies directly on a daily basis which allows us to have exclusive agreements with a lot of premium brands.”

“There has to be a strong element of trust, especially within mobile environments, as you have one visible ad most of the time, on the screen,” remarked Sebastien. “A real filter we’re going to have with our partners, especially on mobile is, do they understand our constraints.”

Innovations in diversifying publisher revenue sources

Ogury’s fully on-screen ad formats have been paramount in generating the highest level of consumer attention while maintaining a positive user experience.

“At Ogury, we have created formats that are impactful, but they were also designed with a non-intrusive logic in mind,” said Bérangère.“Our advertising formats will either create incremental revenue or, thanks to our salesforce, they will increase the publisher’s RPM. So in the end, everyone wins a little. At Ogury, we have a very large reach because we are able to monetize publishers’ inventories both in-app and on the mobile web.”

Discussion outcomes

As we continue to head towards a cookieless and ID-less advertising future, advertisers who have not taken steps to adapt to the changing times are in for a rude awakening. 

We are experiencing the calm before the storm, as It is not a matter of if, but when Chrome will get rid of third-party cookies. Once that happens, those who have not adapted will soon be playing catch-up. 

Conversely, the winners of the new market will be those that foresaw the coming of the cookieless era.

But is this enough? Certainly not, when publishers are rationalizing their partners left, right, and center.

The future of AdTech now relies on innovative and future-proof solutions, utilizing fully on-screen and interactive formats that respect data privacy and facilitate a positive user experience.

After a two-year hiatus, the Cannes Lions festival made its long-awaited return, with thousands of global representatives from the creative industry making their way to the picturesque resort town. 

Under the gaze of the hot sun, business relationships were nurtured, and thought-provoking discussions relating to a rapidly changing industry permeated the air.

Showing up in full force, Ogury demonstrated how we have been at the forefront of adapting to the changing ad tech landscape.

If you had the chance to attend this year, it would have been difficult to miss the Ogury yacht docked in the Old Port of Cannes. The yacht was positively brimming with activity, including two topical panel sessions, exclusive parties and witty comedy sets.

For those who didn’t get the chance to make the trip this year, you can find a summary of the key learnings below.

Moving from personalized to personified advertising

Consumers have awakened and realized the value that their data holds. The demand for privacy has become predominant in an era where they spend increasingly more time on their devices.

As regulators continue to crack down on data collection and ID tracking, those still relying on personal data collection practices are beginning to feel the pressure.

The market now demands privacy and respect – and advertisers want relevance,” said Marcello Grupo, Ogury Insights Director Southern Europe. “Sometimes these don’t match. We have to find a balance that gives us the right combination of the two. And now we must do that without using personal information.”

Marcello continued to explain how Ogurys’ initial goal of creating bespoke user journeys while respecting user privacy formed the basis of Personified Advertising.

We translate the needs users have had in the past, bridge them with other sources of information, and without using sensitive or personal information, we drive results.”

Ogurys’ proprietary technology is powered by seven years of consented user mobile data, continually enriched via surveys and combined with best-in-class contextual and semantic data.

We’re in a transitional moment,” explained Dan Hagen, Global Head of Mx Development at Havas Media. The advertising environment is quickly changing to reflect a privacy-first approach. 

Because we don’t know how long that moment will last, we need to get really good at what we do. The way to do that is to fall back on some of the principles that have been around for decades in advertising but which we forgot because we had data as a crutch”.

Ad Tech Tax: How advertisers and publishers can join forces with active curation

With the continuing rise of The Ad Tech Tax, advertisers have been attempting to mitigate spending by cutting off intermediaries and moving investments from the open market.

Meanwhile, publishers have been working towards reducing the middlemen across the value chain and getting closer to media spending. 

Diving deeper into this topic, Ogury VP of Publisher Development Americas Jonathon Matthews chaired a discussion panel regarding arbitrage within the Adtech market.

There are lots of vendors out there measuring the same space with the same technology,” said Alex Payne VP Global Ad Operations at Vice Media Group. 

That’s also a tax on the publisher and the advertiser. There needs to be trust in a solution that provides the report in one place, to the publisher. Not both sides comparing and contrasting.” 

A hot topic during the panel was trust issues within digital advertising. Jonathon Matthews explained how Ogury has positioned itself as the middleman to avoid duplication across publishers and advertisers. 

Before we automate, we need to build trust,” added Oleg Korenfeld, Chief Technology Officer at CMI Media Group. “We often go back to manual processes before we create an automated marketplace. We do this to build trust.”

With the depreciation of third-party cookies, it has become more difficult to monetize audiences, and therefore businesses have had to reevaluate how they approach their media plan.

Companies that previously made good use of contextual targeting have now found themselves in an advantageous position compared to those who over-relied on third-party data.

Ogury has been prepared for the inevitable end of cookies for quite some time. Personified Advertising was born out of a need for a future-proof solution to a rapidly changing industry.

A massive thank you to everyone involved with Cannes 2022, it was such an amazing return, and we can’t wait for the next one. See you all next year!