Future-proofing The Tech Stack

The cookieless future is right around the corner and our partnership with Verizon puts us at the forefront of testing cookieless approaches at scale with their ConnectID solution.

ID or Device graphs, while not new to the industry, are becoming imperative for tech companies to evolve in the cookieless future

Verizon is uniquely positioned to help navigate the changing digital landscape and continue to reach audiences at scale, all without third-party cookies. Here’s how:

  • Mass Reach: Through 30+ properties (Yahoo, AOL, etc..) Verizon has a pool of 900 million global users
  • Diverse ID graph: with over 200 billion data signals daily, the ID graph is built from multiple touchpoints (Carrier data, search, email, commerce etc..)
  • Full tech Stack: comprised of a fully built DSP and SSP, Verizon’s platform allows for better match rates across the supply and demand platforms, transparency and audience insights, without any third-party integrations.
  • Privacy: All data is hashed, opt-in and consent based

You can read more about Verizon’s ConnectID solution here

What are we doing to prepare for the cookieless future?

The digital team has been working with multiple audience and tech partners to vet and test cookieless solutions for our campaigns so we are more than ready when the cookie is phased out of the digital ecosystem. A few examples of what we are currently testing:

  • Lotame: A trusted data provider, launched their Panorama ID solution, allowing us to leverage the same in-market and behavioral segments without third-party cookies.
  • Contextual Targeting: Working with multiple contextual leaders in the space to find users browsing content related to our client’s product/service offering.
  • Custom Audiences: In Partnership with StackAdapt, we are testing custom intent audiences and Page AI contextual segments

To read more about the cookieless future and what it means for your business, check out our POV here.

Social’s record year:

In 2020, people turned to their phone more than ever for news, to stay connected or to escape in their social feeds. We saw face-to-face interactions turn virtual, live concerts and events turn to live streams and social media usage increase across all platforms. In the eMarketer report below, you can see the jump in social usage last year and the predictions to come:

With the exception of Snapchat, daily time spent among US adult users of every social network will dip in 2021 but remain higher than in 2019, before the pandemic took hold.

Short form videos are here to stay:

We’ve seen it take hold across platforms; Facebook Stories, Instagram Reels, Snapchat spotlight, Twitter Stories, and of course, TikTok.

TikTok, sharply accelerated by the Pandemic, continues to grow in size and the demographic continues to skew older. The native feel of the platform allows advertisers to blend in with the user generated content, stay up to date with current trends and engage with current and potential consumers.

What does this mean for you, our clients? 

It’s time to diversify your social portfolio, not just in creative assets, but in the platforms themselves as well. Facebook, while still a mass reach vehicle, is not the only social media platform your current and future customers are spending their time on. We want you, our clients, to be at the forefront of your customers’ journey by adapting platforms where their ideas are formed and their search begins.

Reddit: People go to Reddit to be informed. There is a lot of trust in the communities or “subreddits” and they are seeking advice or recommendations on products and services. The reddit community is a great way to extend your reach, with over 52M+ daily users, highly unduplicated on other platforms.

Nextdoor: Whitelisted for a Beta opportunity, Scale Marketing, has first look access to the Nextdoor self-serve platform, which means more flexibility and control for our clients’ buys. Think of Nextdoor as a community bulletin board, but online. The highly leaned in audience on Nextdoor is perfect for engaging with the community, already seeking out recommendations for anything from which HVAC service to use to preferred doctors in the area.

Pinterest: Is where people go to be inspired. Pinterest is a great way to be at the forefront of your consumers’ minds when they begin their planning and research process. We can easily repurpose product images or gifs to natively blend in with users’ feeds on Pinterest.

TikTok: Is where trends are formed, and you see them later adopted in other platforms (even TV/CTV). Take Ocean Spray for instance, a video went viral on TikTok and in the coming days and weeks we saw variations pop up all over social media platforms. Brands are incorporating “TikTok dances” in their TV commercials, and repurposing trends on other platforms. TikTok would be a great platform to test short-form video and build brand awareness.

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