With the retirement of third-party cookies on the horizon, Tim Schultz looks at why ad impact will become even more important.
The price of digital inventory has always been set by two factors: scale and relevancy. That’s why Cookie Death Day will be Christmasx365 for the Big Four (Google, Facebook, Amazon & Apple). The majority of online media is traded through these platforms, and soon their data will be the only unified data around. DSPs can integrate, publishers can aggregate, and the super-apps can innovate. But no matter what the plucky Rebels do, next year the Empire grows even more powerful.
Now a new factor is being used by both Empire and Rebellion to sell more inventory: ad impact. Instead of just targeting, they’re offering to make the ad itself better. The Empire uses data to optimize creative assets through AI-driven testing. Buy from Google, Facebook or Amazon, and the Empire platforms will test combinations of images and copy, eventually showing the best-performing configuration to your target. This approach is scalable, opaque and powered by data.
The Rebels go for something louder. Their new weapon to boost ad impact is rich media formats, sold by sales teams and built quickly with creative automation platforms. Buy inventory using some DSP’s, and your ads will be animated, interactive and impossible to miss. Buy from some publishers, and your ads will be shown in themed formats, designed just for the pages they appear. This solution is flamboyant,…