Curated News from AdExchanger on June 19, 2020
Digitas’ own testing includes cookieless targeting and measuring solutions from Epsilon as well as LiveRamp’s Authenticated Traffic Solutions, both of which identify users through first-party cookies.
Testing allows Digitas to understand how they operate in the wild as part of a larger marketing system. For example, both the LiveRamp and Epsilon solutions can measure if a person sees an ad, doesn’t click, but later buys (a view-through conversion). But if an advertiser is using an ad server with third-party cookies as its system of measurement, a common setup, that view-through conversion information is missing, so it can’t be easily pushed back into the DSP’s algorithm to train future bidding.
Digitas is also refining its approach around context, where the agency hopes to move beyond broad contextual areas – such as food – to something more precise.
“Buying on broad categories isn’t enough. We want to understand the true topic of the page, and the mindset of someone when they are on that page,” Nadeau said – and they’re looking at vendors developing solutions in this area, such as DoubleVerify.