a4 Advertising: There's Already a Solution to Next Year's Cookie Problem

Other browsers and players in the space have been moving to and promoting this for years but according to Scarpa pictured below quotHaving Google39s name tied to it has made everyone sit up and pay attentionquot The exact time in 2022 that this will happen is still uncertain but the concern about the potential loss of targeting and the ability to deliver meaningful messaging is very clearquotTech and access to data have enabled brands to have onetoone conversations and to provide relevancy in their messagequot Scarpa said Brands have fully bought into the idea of onetoone communications and the quotnowaste possible mindsetquot he noted as well as the onetoone measurement and optimization strategies that come along with itThe way he sees it quotThis is similar to 10 years ago when everyone was saying 39You need to go allin on digital and its hypertargeting nowaste capabilities39quot Now he added quotWe are asking those same people who have invested in that approach with both their budgets and holistic marketing strategies to take their foot off the gas amp8230 and that39s a hard thing to stop especially when those companies are seeing current success and a potential impact to their bottom line and measurement of those campaignsquotA Viable Solution That39s Already Available When asked about what we can do now Scarpa suggested starting with IP which he sees as a viable option that will play a significant role as part of the solution quotIt39s something marketers can implement today with great certainty that it will work while other solutions are still being crafted and ironed outquot he explained In his view what IP strategies do best is to quothelp enable a peoplefirst approach by moving away from a devicefirstcookie approach creating a HH ID based on reliable people data and identifiers such as name postal address and privacy compliant etc that are stripped downquotWhat Scarpa particularly likes about IP is quotthe ability to make that HH ID as robust as possible by adding on behavioral and purchase data such as first partydata as well as TV settopbox viewership data and then seeing what devices connect to that IPquot His advice is straightforward quotIf you want to deterministically reach a desired audience and be media agnostic just follow the consumer and let them determine how you engage with themquotScarpa breaks down the difference between authenticated and modeled IP this wayquotModeled IP is based on algorithms think lookalike modeling You take a few IPs based on limited creditable data and then make assumptions in order to generate scale and reach to provide a viable solutionquotquotAuthenticated IP is based on real internet subscribers identified at the postal address level and is refreshed daily in realtime in an effort that is critical because IPsrouters are disconnected often with new ID numbers With modeled there is latency and always the question of the fidelity of that dataquotWhat39s Old is Renewed Again with IPScarpa sees the challenge to adopt as one of perception quotThe rap IP targeting has gotten is that it39s been around for a long time the data is not valid or current because it39s modeled and if you want real authenticated IP data you need to work with individual MVPDs on a local level and piece it all togetherquot he saidThe reality is that a4 Advertising has helped streamline and scale IP using only real authenticated IP data based on their investments and they sit across 50MM HHs nationally This is possible because they have been investing in the IP space for over 10 years first internally for the purpose of AlticeOptimum efforts across the New York DMA and then over the last three years they have productized their solutions for national and regional clients beyond their Altice footprintquotWe39ve created our own DMP and formulated a patent which allows us to work with our MVPD partners ie other ISPs across the country to aggregate IPs refresh and manage them on a daily basis and create custom audience segments by layering on added data points to create a true view into a HHquot Scarpa explainedThe Time to Start Considering IP is NowThe first thing to do is to stop waiting for what39s eventually going to happen and start working on what can happen now Scarpa39s advice quotIt first starts with identifying your real audience and understanding the size and potential that audience brings to your business and again because we are media agnostic the conversation can go any which wayquot He knows that IP is not a onesizefitsall solution quotEach conversation I have and opportunity I work on is unique to that brand39s desired audience objectives available assets and KPIsquot he said quotOnce that custom audience is created it39s then that we talk about what fits and works to create the most impactful and authenticated reach and spendquotUltimately it seems this challenge is not about replacement but about refinementClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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a4 Advertising: There's Already a Solution to Next Year's Cookie Problem

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Steven Stark

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