DIGITAL MARKETING HUB v2.0 - AdExchanger

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Digital Marketing Hub <strong>v2.0</strong> BMO Capital Markets add on the growing audience for on-demand and over-the-top video (Amazon, Rovi, TiVo, GoogleTV, and Apple TV) that reaches consumers in the living room via the set-top box. So don’t expect “online video” and “TV” budgets to steal from one another; expect them to merge. As a good example of how this trend happens “in practice,” Publicis media buying shop Zenith Media merged its national broadcast television team with its online video group in November 2011, creating a single entity for national video buys across linear TV and “addressable” options like online video and IPTV. Another key driver of this trend is Nielsen and other analytics companies’ effort to bring the traditional TV metric of gross ratings points (GRPs) to IP video outlets. In December 2011, online video technology provider INVISION and Nielsen also announced that they are working together to evolve the system of “makegoods” for guaranteed rating targets by offering appropriate “online video” ad placements instead of more traditional TV units. The practice has been used in the past, but a consistent metric across both platforms would reduce friction. Nielsen has also announced a partnership with video ad network Tremor Video to better integrate Nielsen Online Campaign Ratings (as will INVISION) in attempt to better bridge “TV” and “online video.” Future of Attribution: Cookies, Device IDs, and Cross-Channel Analytics As integrated marketing campaigns increasingly become the norm, the demand for improved cross-channel attribution is increasing. This has been one of the most commonly mentioned “industry needs” cited in our conversations with advertising executives over the past several months. The issue is a multi-faceted one that involves questions of independence, accuracy, and appropriate metrics. However, this all starts with the technology and in this area, we believe there are important developments happening that could have significant longterm implications to how IP advertising is targeted and attributed. For the most part, the online advertising ecosystem is underpinned by cookies. These tiny bits of code are dropped onto users browsers and used to collect various data (sites visited, search history, etc.). Many of the vendors and business models profiled in this report would be considered third-party cookie data collectors; first-party cookies are those dropped by the publisher itself. For example, the cookie dropped by Citibank.com to store account holders login information would be a first-party cookie, while one dropped by an ad network serving ads on behalf of a publisher (or unbeknownst to the publisher) would be third-party. The data collected can be consumer-supplied – like that which is entered into an online form to sign up for an email newsletter – or passively gathered, like for example, the device’s IP address and operating system type. But as digital media and advertising evolves, the cookie’s usefulness is showing some cracks. No where has cookie use been under more scrutiny than the EU, where an amended ePrivacy Directive (2009/136/EC) was issued in late 2009. The new directive made website owners responsible for showing that users were actually aware that they were being tracked and consented to the practice. This is similar to how Facebook, Apple, and Google Android force developers to show a “permission dialog” to those that download apps and use them for the first time. The amended ePrivacy Directive originally gave EU member countries until May 2011 to pass the appropriate laws in their country; this was subsequently extended by 12 months, making the new deadline May 2012. The UK was the first country to pass major legislation (in May 2011) and UK publishers have begun rolling out “cookie consent” require- A member of BMO Financial Group 16 June 7, 2012
Digital Marketing Hub <strong>v2.0</strong> BMO Capital Markets ments that their users’ must opt-into. Overseen by the Information Commissioner’s Office (ICO), publishers can be fined up to £500,000 for non-compliance. Soon after France, Ireland and Sweden passed similar laws, and the Netherlands and Germany are looking at proposed legislation. Exhibit 6. Cookie Policy Notice on European Website Source: FT.com In addition to regulatory concern about cookie use, new devices – especially mobile ones – are often not compliant or as accurate with cookies. Mobile offers a much larger number of browsers than the PC environment and mobile apps generally do not work with cookies. As a result – and because Apple’s iOS remains the starting point for most app franchises -- many mobile developers, ad networks, and analytics providers came to rely on devices’ universally unique identifier (UDID) for attribution and ad targeting. The UDID is an alphanumeric string that is unique to nearly all digital devices, including every Apple iOS smartphone or tablet. However, beginning in August 2011 and after some negative press and building political pressure, Apple began to hint that the use of UDID for attribution and targeting would be “deprecated” (i.e., no longer supported). By March 2012, Apple had begun to reject app store applicants that relied on UDID. A cynic may suggest that Apple was simply giving their own iAd product a considerable advantage versus other advertising solutions, but it was the case nevertheless, and UDID now no longer appears to be the answer for mobile attribution without the support of the most important device maker. Likewise device fingerprinting – which uses information about a digital devices like browser type and screen resolution to create unique user profiles – has thus far failed to get significant traction. In part, UDID and device fingerprinting have drawn hesitation because, unlike cookies, the user cannot delete them, creating questions about privacy protections. Several working groups have emerged to try to find a solution. The most high profile is likely the Open Device Identification Number (ODIN) group, which includes mobile marketing companies Velti, RadiumOne, Jumptap, MdotM, StrikeAd, Smaato, Adfonic, and SAY Media. The group aims to develop an anonymous secure device identifier for iOS, Android, and Windows Phone, similar to UDID in practice. ODIN generates an ID from a device’s me- A member of BMO Financial Group 17 June 7, 2012
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