Spectrum Reach: Helping Clients Thrive in a Cookieless World

As cookie tracking continues to deprecate it will become increasingly difficult for advertisers to target their desired audience online gather information about consumers and measure the performance of marketing campaignsIn the second in a series of multiscreen articles we39ll highlight how working with a wellpositioned marketing partner like Spectrum Reach can help multiscreen marketers adapt to and minimize the impacts of a cookieless worldThe Powerful Connection Between Targeting and FirstParty DataWhile the marketplace faces uncertainty about advertising in a cookieless world Spectrum Reach has always been set up to operate without reliance on thirdparty cookies Their use of privacycentered methodologies for targeting audiences across all screens and platforms enables them to continue to offer the same highquality level of targeting their customers have grown accustomed toWith the use of clean dataroom technology Spectrum Reach39s extensive proprietary aggregated and deidentified firstparty data allows marketers to use tactics like intentbased targeting addressable household targeting content targeting and viewership retargeting to fill many of the gaps that cookie deprecation will cause Other media providers will either have to purchase anonymized data identifiers that are less scalable and accurate than Spectrum Reach39s or lose the ability to execute audience targeting entirely By relying on their proprietary firstparty data layered with second and thirdparty aggregated data from direct data partners Spectrum Reach can deliver an advertiser39s target audience across all screens in a privacycompliant mannerAdditionally Spectrum Reach works with industryleading data providers and identity solution partners like Blockgraph which empowers both marketers and media sellers to take control of their campaign targeting and measurement with the highest levels of data security and privacy protections Identity solutions are privacysafe spaces for media companies and advertisers to share their firstparty data for targeting and measurement purposes More and more companies are utilizing these solutions to responsibly handle consumer dataquotWe39ve made a commitment to deploy a datafirst strategy across our entire product portfolioquot says Bill Sheahan Vice President of Product Development at Spectrum Reach quotWeaving unique aggregated and deidentified firstparty data into every product we offer and using cleanroom environments and identity solutions such as Blockgraph to append data from industry leading partners enables our clients to more precisely reach their target audiences and measure the effectiveness of their campaignsquotMeasuring the Impact and ROI of Marketing Without CookiesThe loss of cookies will also impact marketers39 ability to gain valuable insights into their campaign performance Last year Spectrum Reach introduced a new deterministic multiscreen attribution solution that addresses the issue Powered by Spectrum Reach39s firstparty data and enabled by industryleading audience measurement partners Spectrum Reach39s firstever attribution solution provides advertisers with the ability to see how their campaigns are performing on every screenMultiscreen attribution monitors the direct relationship between website visitation and an advertiser39s marketing efforts The multiscreen responses and response rate identify which consumers visit a company39s website after exposure to an ad as well as which devices and networks drove the greatest share of response on TV and streaming TV placements These metrics can guide future campaign decision making with accuracy and integrityquotWe don39t need cookies to provide the benefits of attribution to our clientsquot says Kim Norris Group Vice President of Advanced Advertising Sales at Spectrum Reach quotWe39ve built foundational partnerships that allow us to match firstparty data with website visitation data in a fully anonymous and privacycompliant manner providing multiscreen insights to help better inform their marketing campaignsquotAs marketers shift to a cookieless world they will find that identity solutions privacycentric targeting and attribution are key to navigating the changing landscape Spectrum Reach holds itself to the highest privacy standards And because they use privacycentered methodologies to target media buys across all screens they are able to offer the same highquality level of targeting that multiscreen advertisers need to thrive in a cookieless world1 Goel Vinay quotAn updated timeline for Privacy Sandbox milestonesquot June 24 2021 httpsbloggoogleproductschromeupdatedtimelineprivacysandboxmilestonesamp160Photo courtesy of SpectrumClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Spectrum Reach: Helping Clients Thrive in a Cookieless World

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Spectrum Reach: Helping Clients Thrive in a Cookieless World

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