Who Needs Cookies? New Frontiers of Performance Measurement
Content consumption has skyrocketed during the pandemic, and this shows no signs of abating. The way we consume information and entertainment has also changed – emerging technology, new platforms and devices as well as changing lifestyle patterns (WFH, no commute, more down time) all present opportunities for brands.
Concurrently, the rise of consumer privacy protections, the deprecation of cookies, and the introduction of regulations like GDPR and CCPA present challenges for advertisers looking to connect with target audiences. Understanding where consumers are receptive to ads, taking a more surgical and sophisticated look at “brand-content alignment” can provide a material competitive advantage for advertisers.
In this session, DoubleVerify and Mars Petcare will share insight about consumer behavior and attitudes around ad receptivity, and show how advertisers can tap into new ways of predicting and measuring performance – from contextual targeting to metrics that allow you to gauge all aspects of user engagement and creative optimization – all leveraging privacy-friendly data.
Date: Tuesday, November 10
Time: 1:45 – 2:05pm EST
Gian LaVecchia, SVP of Brand and Agency Partnerships, Americas, DoubleVerify
Lung Huang, Head of Growth Solutions – Kinship, Mars Petcare
Trace Rutland, Digital Hub Director, Ocean Spray Cranberries
Quality and Performance: Ensuring a Transparent Environment for Creative to Thrive
It seems intuitive to say that good creative only thrives in a high-quality environment, but what does this really mean? Transparency provides insight on performance drivers, such as publisher placements and best performing ad creative alternatives, which are necessary for optimization strategies. Without visibility into any of these, neither creative or media optimization will be possible. In this session, we’ll explore what quality means in a digital environment, the bar advertisers should set for their campaigns, and what privacy-friendly data exist to offer insights into the propensity for an ad to perform.
Date: Wednesday, November 11
Time: 3:10 – 3:20pm EST
Matt McLaughlin, COO, DoubleVerify
Reach out to Events@DoubleVerify.com to connect with us.