We’re putting the finishing touches on our agenda for the next Business of Digital seminar entitled “Digital for Reach”. This half day event is free to all IAB Canada members and will explore all aspects of attaining scale in a shifting media landscape. While we may be well versed in fragmented audiences, many of us did not anticipate the third-party data curveball.
We caught up with Brian Batenburg, Head of Digital Advertising Sales, at The Globe and Mail to get some perspective from a premium publishing vantage point.
IAB Canada (IABC): What should advertisers be thinking about when it comes to cookieless reach?
Brian Batenburg (BB): Advertisers should invest time towards the following key areas ahead of the diminishment of third-party cookie access:
- Reviewing the areas of brand marketing strategy that may be at risk and identify opportunities for alternative growth.
- Testing environments and new martech capabilities that don’t depend on cookie reliance now, as an important step in understanding what may be possible in future.
- Work with publishers to identify the unique audience and contextual attributes that can be applied to drive results in upcoming programs.
IABC: Are premium publishers finally getting their “moment” to showcase quality over quantity?
BB: Premium publishers have always had a unique affinity with their readers. This trust factor is established with readers over time and as it’s an emotional instinct as much as a practical measure that is not easily duplicated. The integrity of a media environment is proven to provide both enhanced validation for brands as well as a unique value “by association”.
Established publisher brands understand that it’s the combination of tangible and intangible qualities underpinning audiences’ emotional reaction to content that drives interest, engagement and ultimately, sentiment. The leading publishers are definitely, the most qualified at combining these critical factors – it showcases the depth of their editorial value to audiences.
Clearly, for marketers, that’s only part of the value equation and publishers must also deliver performance outcomes resulting from creative, targeting and other capabilities. True “premium” is the ability to provide both quality of interaction and response at scale to make the difference for brands.
The cookie is just a mechanical component used to tell a piece of a story or result. The market will find alternatives to what a 3rd party cookie offers, and publishers can showcase unique attributes they provide to brands through relationships and behaviours. These insights will only enhance unique value exchange marketers benefit from working with premium publishers and measurement will evolve to higher standards through engagement.
IABC: How will advertisers be able to get contextual advertising at meaningful scale?
BB: The importance of reliable trusted networks that premium publishers offer can provide scale through context. This scale may not replace the reliance on 3rd party cookies, however, contextual is not a direct replacement for cookies either. Contextual targeting allows for brands to safely be in the moment, aligned with content, and when consumers are ready to act. This is part of an evolution in providing more meaningful marketing solutions based on smarter relationships with consumers – and that’s an evolution we can support!
We are looking forward to July 7th where we will take a deep dive into all of the channels and tools available for reach. Tickets are available by clicking here.