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Hur datarena rum kan hjälpa till att hålla internet öppet

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Hur datarena rum kan hjälpa till att hålla internet öppet

Are data clean rooms the solution to what IAB CEO David Cohen has called the “slow-motion train wreck” of addressability? Voices at the IAB will tell you that they have a big role to play.

“The issue with addressability is that once cookies go away, and with the loss of identifiers, about 80% of the addressable market will become unknown audiences which is why there is a need for privacy-centric consent and a better consent-value exchange,” said Jeffrey Bustos, VP, measurement, addressability and data at the IAB.

“Everyone’s talking about first-party data, and it is very valuable,” he explained, “but most publishers who don’t have sign-on, they have about 3 to 10% of their readership’s first-party data.” First-party data, from the perspective of advertisers who want to reach relevant and audiences, and publishers who want to offer valuable inventory, just isn’t enough.

Varför vi bryr oss. Two years ago, who was talking about data clean rooms? The surge of interest is recent and significant, according to the IAB. DCRs have the potential, at least, to keep brands in touch with their audiences on the open internet; to maintain viability for publishers’ inventories; and to provide sophisticated measurement capabilities.

How data clean rooms can help. DCRs are a type of privacy-enhancing technology that allows data owners (including brands and publishers) to share customer first-party data in a privacy-compliant way. Clean rooms are secure spaces where first-party data from a number of sources can be resolved to the same customer’s profile while that profile remains anonymized.

In other words, a DCR is a kind of Switzerland — a space where a truce is called on competition while first-party data is enriched without compromising privacy.

“The value of a data clean room is that a publisher is able to collaborate with a brand across both their data sources and the brand is able to understand audience behavior,” said Bestos. For example, a brand selling eye-glasses might know nothing about their customers except basic transactional data — and that they wear glasses. Matching profiles with a publisher’s behavioral data provides enrichment.

“If you’re able to understand behavioral context, you’re able to understand what your customers are reading, what they’re interested in, what their hobbies are,” said Bustos. Armed with those insights, a brand has a better idea of what kind of content they want to advertise against.

The publisher does need to have a certain level of first-party data for the matching to take place, even if it doesn’t have a universal requirement for sign-ins like The New York Times. A publisher may be able to match only a small percentage of the eye-glass vendor’s customers, but if they like reading the sports and arts sections, at least that gives some directional guidance as to what audience the vendor should target.

Gräv djupare: Why we care about data clean rooms

What counts as good matching? In its “State of Data 2023” report, which focuses almost exclusively on data clean rooms, concern is expressed that DCR efficacy might be threatened by poor match rates. Average match rates hover around 50% (less for some types of DCR).

Bustos is keen to put this into context. “When you are matching data from a cookie perspective, match rates are usually about 70-ish percent,” he said, so 50% isn’t terrible, although there’s room for improvement.

One obstacle is a persistent lack of interoperability between identity solutions — although it does exist; LiveRamp’s RampID is interoperable, for example, with The Trade Desk’s UID2.

Nevertheless, said Bustos, “it’s incredibly difficult for publishers. They have a bunch of identity pixels firing for all these different things. You don’t know which identity provider to use. Definitely a long road ahead to make sure there’s interoperability.”

Maintaining an open internet. If DCRs can contribute to solving the addressability problem they will also contribute to the challenge of keeping the internet open. Walled gardens like Facebook do have rich troves of first-party and behavioral data; brands can access those audiences, but with very limited visibility into them.

“The reason CTV is a really valuable proposition for advertisers is that you are able to identify the user 1:1 which is really powerful,” Bustos said. “Your standard news or editorial publisher doesn’t have that. I mean, the New York Times has moved to that and it’s been incredibly successful for them.” In order to compete with the walled gardens and streaming services, publishers need to offer some degree of addressability — and without relying on cookies.

But DCRs are a heavy lift. Data maturity is an important qualification for getting the most out of a DCR. The IAB report shows that, of the brands evaluating or using DCRs, over 70% have other data-related technologies like CDPs and DMPs.

“If you want a data clean room,” Bustos explained, “there are a lot of other technological solutions you have to have in place before. You need to make sure you have strong data assets.” He also recommends starting out by asking what you want to achieve, not what technology would be nice to have. “The first question is, what do you want to accomplish? You may not need a DCR. ‘I want to do this,’ then see what tools would get you to that.”

Understand also that implementation is going to require talent. “It is a demanding project in terms of the set-up,” said Bustos, “and there’s been significant growth in consulting companies and agencies helping set up these data clean rooms. You do need a lot of people, so it’s more efficient to hire outside help for the set up, and then just have a maintenance crew in-house.”

Underuse of measurement capabilities. One key finding in the IAB’s research is that DCR users are exploiting the audience matching capabilities much more than realizing the potential for measurement and attribution. “You need very strong data scientists and engineers to build advanced models,” Bustos said.

“A lot of brands that look into this say, ‘I want to be able to do a predictive analysis of my high lifetime value customers that are going to buy in the next 90 days.’ Or ‘I want to be able to measure which channels are driving the most incremental lift.’ It’s very complex analyses they want to do; but they don’t really have a reason as to why. What is the point? Understand your outcome and develop a sequential data strategy.”

Trying to understand incremental lift from your marketing can take a long time, he warned. “But you can easily do a reach and frequency and overlap analysis.” That will identify wasted investment in channels and as a by-product suggest where incremental lift is occurring. “There’s a need for companies to know what they want, identify what the outcome is, and then there are steps that are going to get you there. That’s also going to help to prove out ROI.”

Gräv djupare: Failure to get the most out of data clean rooms is costing marketers money


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En omfattande guide till LinkedIn-sponsrade uppdateringar

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En omfattande guide till LinkedIn-sponsrade uppdateringar

Although often underrated or reduced to a “networking platform,” LinkedIn has the potential to help you drive traffic to your website, increase brand awareness, and boost your revenue. How? Through LinkedIn sponsored updates or ads.

(mer …)

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Salesforce, Google-partner för lokal handel

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Salesforce, Google-partner för lokal handel

Salesforce has announced an integration between Salesforce Commerce Cloud and Google Merchant Center to help merchants highlight the availability of products in stores. The move builds on Salesforce data that suggests both the widespread use of online search in advance of brick and mortar store visits, and an increased likelihood of shopping trips when consumers can see that a store has an item in stock.

Using this new integration, merchants using Commerce Cloud will be able to turn local inventory data into local product listings on Google Search and Google Maps and in the Shopping tab.

Varför vi bryr oss. The distinction between digital and real-world commerce continues to collapse. Those online shopping behaviors that exploded during the pandemic will be with us for the foreseeable future, but it doesn’t mean store visits are a thing of the past.

Rather, consumers are looking for seamless connections between an online product discovery experience and in-person purchases. This integration seeks to support that aim at a granular local level.

The Salesforce data that supports the move can be found here.

Embedding commerce in discovery. The integration also braids together online discovery and the commerce experience. Just as many merchants now seek to provide a frictionless transition from finding a product online to making a digital purchase, this sees the opportunity to link discovery with in-person shopping.

This move pairs with the recent announcement of Salesforce’s Einstein GPT for Commerce that combines proprietary and generative AI models with real-time data such as customer demographic data and shopping history, to automate and tailor shopper recommendations in Commerce Cloud.

Gräv djupare: A roundup of the latest AI-powered marketing technology releases


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Om författaren

Kim Davis

Kim Davis är redaktionschef för MarTech. Född i London, men en New Yorker i över två decennier, började Kim täcka företagsprogramvara för tio år sedan. Hans erfarenhet omfattar SaaS för företaget, digital-annons-datadriven stadsplanering och tillämpningar av SaaS, digital teknik och data i marknadsföringsområdet.

Han skrev först om marknadsföringsteknologi som redaktör för Haymarkets The Hub, en dedikerad marknadsföringsteknologiwebbplats, som sedan blev en kanal på det etablerade direktmarknadsföringsmärket DMN. Kim började på DMN proper 2016, som senior redaktör, och blev Executive Editor, sedan chefredaktör en position som han hade till januari 2020.

Innan han arbetade med teknisk journalistik var Kim Associate Editor på en hyperlokal nyhetssajt i New York Times, The Local: East Village, och har tidigare arbetat som redaktör för en akademisk publikation och som musikjournalist. Han har skrivit hundratals New York restaurangrecensioner för en personlig blogg och har varit en och annan gästbidragsgivare till Eater.

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Vad är AIO? Den nya modellen revolutionerar innehåll och förutsägelser om AI

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Vad är AIO? Den nya modellen revolutionerar innehåll och förutsägelser om AI

I 1936, the creator of Turing Machines predicted that a machine would one day be able to think like a human, if not even outperform the human. 

It’s 2023, and we’re officially here.

82% of marketers believe that AI will be the future of marketing—in fact, many of them already believe AI writes better than a human (Capterra study).

Well, with ChatGPT flying past 100 million users in just two months…we’re living in the future.

AI is revolutionizing the way we work, think, and create. 

I joined Content at Scale as the VP of Marketing this January in a bold move of ‘adapting or die’ for my career in content—one month in, what I’m seeing, learning, and facilitating for marketers and teams is blowing my mind. Let’s talk about it.

Reduce Content Overhead Costs and Frustrations by 5x-25x With the AIO Model

It’s now the Stone Age to sit at your computer and drum up 2,500 words for an SEO post from a blank slate.

Seriously.

1679645854 863 Vad är AIO Den nya modellen revolutionerar innehållsförutsägelser

When you can generate long-form SEO content (2,500 words or more) that’s fully original and well-written inside of five minutes or less, you’ll never want to go back. 

On average, I’m seeing a 5-25x reduction in associated content creation costs (which is mind-boggling!), and a time savings of 5-10x. (My full-time writer at Content Hacker went from 7 hours per post to one hour per post after we adapted this model.)

Here’s the AIO model I’ve built out reflecting the difference of what you can do in your business and marketing by replacing the human blank-slate writing with AI blank-slate writing, based on hundreds upon hundreds of use cases from Content at Scale clients:

1679645854 917 Vad är AIO Den nya modellen revolutionerar innehållsförutsägelser

“AIO”, Artificial Intelligence Optimization, is the term I’ve created to properly define the new way we’re seeing hundreds of marketers and teams create content:

  • Artificial Intelligence as the baseline writer (replacing the human writer and blank slate)
  • The human writer as an optimizer of the AI baseline content

And—it’s working.

With the time and money savings, it’s an absolute no-brainer to switch to AI as the baseline.

The Human Process Involved In AIO

While we see AI perfectly capable of writing an entire 2,500 word blog from scratch, with a single keyword and one-sentence prompt:

Vad är AIO Den nya modellen revolutionerar innehållsförutsägelser

We also see the need for the human optimization process pre-publicera more necessary than ever.

Without your unique story (or client case studies/testimonials) woven in, the human touch of adding statistics, double-checking facts and cutting the fluff; AI-written content simply won’t stand out. It won’t set you apart in the content sea; it won’t drive customers and loyal fans in droves to your email list. So, the human touch is necessary.

My C.R.A.F.T. framework within AIO defines the steps writers should take to make the AI content more human and personalized once you take it from AI and get it ready to publish (from AI to O):

1.     Cut the fluff

2.     Review, edit, optimize

3.     Add images, visuals, media

4.     Fact-check

5.     Trust-build with personal story, tone, links

Certifiering av innehållsmarknadsföring

Vill du bli certifierad inom Content Marketing?

Utnyttja verktygen och kanalerna för att på ett förutsägbart och lönsamt sätt driva medvetenhet, potentiella kunder, försäljning och hänvisningar – ALLT du behöver veta för att bli en sann mästare inom digital marknadsföring. Klicka här

Humans are needed for the optimization side, and for that human touch that must be applied to the content AI generates. Content itself will never be a fully automated, 100% AI process; but AI can remove hours and hours of painstaking work from the content creation pipeline, which will save countless amounts of energy and dollars in the coming months and years when marketers adapt in full force.

 Predictions About the Future of Content & AI

This year, Capterra surveyed almost 200 marketers using AI in their marketing. 82% of them said that the content written by AI was just as good if not better than human-generated content.

One of the first Generative AI experts in the world, Nina Schick (founder of Tamang Ventures, and creator of Substack project ‘The Era of Generative AI’), has told Yahoo Finance Live that she believes ChatGPT will completely revamp how digital content is created, and by 2025, software built with ChatGPT will enable us to reach 90% of all online content now being generated by AI. She said: “ChatGPT has really captured the public imagination in an extremely compelling way, but I think in a few months’ time, ChatGPT is just going to be seen as another tool powered by this new form of AI, known as generative AI,” she said.

Google Trends shows a HUGE jump in interest and traffic around the term “ChatGPT:”

Vad är AIO Den nya modellen revolutionerar Content Predictions.webp

Search traffic shows that the interest in AI is the highest it has ever been. The previous peak was in January 2012:

1679645855 976 Vad är AIO Den nya modellen revolutionerar Content Predictions.webp

375 million jobs obsolete in the next ten years. In the next three years, it’s predicted that 120 million workers around the globe will need to be retrained and re-skilled for this new world.

Newer and better-paying jobs in AI will come on the scene, but they won’t replace the amount of jobs lost; so without retraining and reskilling, and learning how to adapt, average people will have difficulty finding new work.  

Are You Ready to Join the Future? 

I’m excited to see just how much AI will revolutionize human efficiency and optimization. 

We’re in new times.

Are you ready to join the future of marketing and learn about all things AI?

I know I am. 

See you on the other side!


1675814445 466 The Rise of Web3 in Web Design 8 Ways Website

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