The Evolving Data Landscape: Veracity, Convergence And Anonymity | Ad Exchanger

Ramsey McGrory (Mediaocean); The Evolving Data Landscape: Veracity, Convergence And Anonymity; In AdExchanger; 2017-09-21.
Ramsey McGrory, chief revenue officer at Mediaocean

tl;dr → something about accuracy of imputations in consumer profiles, accuracy of “data.”

Original Sources

Ramsey McGrory (AddThis); The Data Providers One Quadrant Chart To Rule Them All; 2013-02.
tl;dr → it’s a metaphor with four (4) quadrants induced by a 2-axis “system”; later a 3rd access, a Z-axis

  1. online ↔ offline
  2. anonymous → personal
  3. singleton → conglomerate

Mentions

  • <quote>data being neither intrinsically “good” nor “bad,” but rather having “qualities.”<quote>, attributed to Ted McConnell.
  • behaviors, drive actions.
  • Viewability
  • Verification
  • Something allegorical about Viewability and Trust & Safety vending as a separable service of attestation, 2012 → 2017.
  • <quote>Viewability speaks to a broader metadata theme of trust, as well as an underlying theme of data quality and users’ engagement with content delivered against this data.</quote>
  • Hey! That’s not a business, that’s a Business Unit;
    Hey! That’s not a BU, that’s a Product.
    Hey! That’s not a Product, that’s a Feature.
    <quote>Then, these vertical standalone organizations and solutions were horizontally integrated into the operating agencies as capabilities.</quote>

Claimed

  • SafeGraph <quote>works with universities and health organizations to understand movement data and the spread of infectious diseases.</quote>
  • [all] device IDs are persistent
  • <quote>there are growing trends toward people taking control of their anonymization through the use of virtual private networks and Tor</quote>
    • As stated:
      • casual consumer use of VPNs is prevalent [enough to measure]
      • casual consumer use of Tor is prevalent [enough to measure]
    • Contrast with:
      <surely>IPv6 use is prevalent,
      IPv6 use is prevalent enough to warrant dual-stack interfaces on the great centralized ad exchanges.</surely>
  • <quote>mobile, where cookies can’t be used</quote>
  • <quote>that major brands may view agencies as differentiated commodity services, put their media in review with greater frequency and bid them down.</quote>
  • The adtech bubble is ongoing; adtech will be forward-funded on an ongoing basis:<quote><snip/> will continue to be funded with massive capital because the opportunities for innovation and disruption are huge.</quote>

Framework

Three Four V’s of Data
  1. volume
  2. velocity
  3. variety
  4. veracity

Exemplars

Big (conglomerates)
  • Adobe
  • Amazon
  • Google
  • IBM
  • Oracle
  • Salesforce
  • SAP
Cross-Device Fingerprinting
Viewability
  • AdSafe
  • comScore
  • DoubleVerify
  • Moat
Safety
  • Amino
  • White Ops
Data Brokers
  • Experian
  • Acxiom
  • TransUnion
  • Equifax
Trading Desks
  • Xaxis of WPP
  • Nerve Center of VivaKi of Publicis
Data Breached
  • Yahoo
  • Equifax
Salubrious

Hearts & Science
<honorific>won major accounts on a transparent, data-centric and deeply integrated vision.</honorific>

Who

  • Ted McConnell, practitioner.
    <quote>Ted McConnell, an independent consultant in the digital marketing space.</quote>

Referenced

Previously

In Ad Exchanger

Argot

The Suitecase Words
  • ”data truth”
  • “moat for data”
  • “truth of the inference”
  • intenders, as “auto intenders”
  • attitudes
  • demographics
  • measurement
  • cross-device,
    cross-device mapping.
  • deterministic
  • Television
    • connected television
    • addressable television
    • advanced television
    • data-enabled television
    • targeted television
    • integrated television and video,
      integrated television and video initiatives
  • strategic elements
    strategic elements of advertising campaigns.
  • holistic planning
  • anonymous data
  • digital data
  • ad block
  • cookie block
  • mobile,
    growth of mobile.
  • device IDs
  • persistent
  • anonymity,
    desire for anonymity.
  • breaches,
    data breaches,
    massive data breaches

    • Yahoo
    • Equifax
  • sensitive information
    • Social Security numbers
    • birthdates
    • credit card numbers
  • collaboration
  • competition
  • companies,
    services companies,
    technology and services companies
  • space,
    media space.
  • to verb… with large agencies
    • partner
    • coexist
    • compete
  • Z-axis
  • execute,
    acquisitively execute,
    aggressively and acquisitively execute,
    continue to aggressively and acquisitively execute,
    continue to aggressively and acquisitively execute on their strategies,
    continue to aggressively and acquisitively execute on their strategies to deliver on

    • infrastructure
    • data
    • services
  • agencies,
    holding company agencies.
  • solutions,
    data-driven solutions,
    converged, data-driven solutions.
  • vision,
    • transparent vision
    • data-centric vision
    • integrated vision,
      deeply integrated vision.
  • The side,
    • The downside
    • The upside
  • brands,
    major brands.
  • services,
    commodity services,
    differentiated commodity services,
    agencies as differentiated commodity services.
  • themes
    • convergence
    • data activation
    • people
  • change,
    great change,
    in a time of such great change,
    wait for it … wait for it … the only constant is change …thank you, thank you very much, I’ll be here all week.
  • The Bottom Line
  • In a world of…
  • adjectivedata,
    • first-party data
    • third-party data
    • personal data
    • census data
    • anonymous data
    • panel data,
      <mmmmm>…panel data..…</mmmmm>
    • pixel data
  • understanding,
    deeper understanding,
    deeper understanding of consumers’ …
    deeper understanding of consumers’ awareness and interests,
    deeper understanding of consumers’ awareness and interests while enjoying <snip/> profitability,
    deeper understanding of consumers’ awareness and interests while enjoying short- and long-term profitability,
    deeper understanding of consumers’ awareness and interests while enjoying short- and long-term profitability of their brands.
  • vision,
    this vision,
    delivering on this vision.
  • infrastructure,
    data infrastructure,
    extensive data infrastructure.
  • understanding,
    deep understanding,
    deep understanding of

    • advertising
    • publishing,
      media publishing
    • ecommerce
  • ecosystems,
    technology ecosystems,

    • advertising technology ecosystems
    • marketing technology ecosystems
    • content technology ecosystems
  • ecosystems,
    the ecosystems,
    all the ecosystems,
    And across all the ecosystems
  • nounof data
    • consolidation of data
    • standardization of data
    • interpretation of data
    • activation
  • winners
    winners and losers
    winners and losers will be decided.
  • transformation,
    massive transformation,
    enable massive transformation,
    enable massive transformation at <snip/> lower costs.
    enable massive transformation at materially lower costs.

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