Two Key Questions About Data Analytics 2020

PM360 asked analytics experts about the impact of Google, Safari, and Firefox all phasing out third-party cookies and the biggest missed opportunities for marketers regarding data. Specifically, we asked them:

  • With third-party cookies crumbling, how will a marketer’s ability to target their campaign, measure attribution, and/or use programmatic buying be impacted? What other areas of marketing may be affected?

  • What are the biggest opportunities in terms of data and/or analytics that not enough companies or marketers either know about or are leveraging to their full potential?

Feedback from George Tarnopolsky, VP Programmatic at CMI/Compas:

Over the next two years, programmatic marketers will need to evolve beyond using targeting methods that depend on cookies. Changes will impact HCP and patient campaigns differently, with key challenges and opportunities in each.

HCP target list buys on endemic websites will flourish as these tactics often depend on NPIs instead of cookies. On the opposite side, HCP non-endemic buys are primarily cookie-based and will need to pivot to alternative approaches, such as using CRM data activation with large publishers who have login data.

Patient marketing will experience growth in keyword contextual and private marketplace tactics, as these approaches don’t depend on cookies. Also, similar to HCP programs, it’s likely CRM data activation will become another replacement. The growth of CRM targeting will signal a rising importance of large publishers, who are able to protect their content behind a login. An unintended consequence of this change may be a decline in independent content, if smaller publishers aren’t able to monetize as effectively as before.

To prepare for these changes, marketers should audit current media plans. This exercise will be helpful in demonstrating that pharma marketers already employ many non-cookie-based strategies, such as NPI targeting, CRM data targeting, and contextual approaches.

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Programmatic - The Evolution of Marketing Automation - Feb 2020

Programmatic is not going anywhere. Despite the recent questions swirling due to data privacy changes (GDPR, CCPA, and the impending “cookie-less” reality), industry experts agree programmatic for pharma will not be hurt by increased privacy legislation or trends. The bull market position taken by thought leaders is that scaling back now on programmatic “will risk major missed opportunities for greater ROI and better attribution.” Across all sectors, U.S. programmatic media spend totally roughly $60 billion dollars in 2019, and is conservatively estimated by eMarketer to increase to over $80 billion by 2021.

Today, we will leave the reader with this insightful summary of the immediate future from George Tarnopolsky:

A shift to non-cookie based tactics will make programmatic more interesting, as buyers will need to get more creative in their tactic and strategy mix. For example, instead of using a cookie-based data segment that represents a patient population, a programmatic media buyer may now combine Private Marketplace, keyword contextual, geography, and time of day targeting—while also leveraging high engagement Video or Native creative ad units.

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Google's dropping third-party cookies. Will pharma marketers need to adapt?

Google says it will phase out third-party cookie support within two years, and some marketers are lamenting the data loss.

The pharma industry, which has to work within strict privacy and regulatory boundaries, may be better positioned than others. Pharma marketers already use plenty of non-cookie tactics. But change is still on its way. “In general, relevant advertising isn’t going to go away. It’s just that we’re going to see pivots and shifts to tactics and strategies that don’t rely on cookies,” said George Tarnopolsky, VP of programmatic at CMI/Compas.

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Filtering Through the Google Noise: What Marketers Need to Know

Recently, there has been a lot of news around Google’s algorithm updates, CCPA and privacy, user data, acquisition of Fitbit, and their overall intention or motivation driving these updates.  While changes of any kind coming from a company like Google are sure to make waves, it’s important to know what can be filtered out and what we need to focus on as marketers and advertisers.  This POV addresses the most relevant and high-profile news to provide clarity and guidance on how it may impact your business. 

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Cross-device offers political advertisers great promise – and significant challenges

The 2016 election promises to be exciting not only in politics, but also in the world of advertising. For the first time, mobile and multidevice political advertising will play a significant part in the advertiser media mix.  While significant developments have been made in deterministic and probabilistic user identification, however, the industry still needs to conquer measurement, privacy and other challenges before it can realize the full potential of cross-device for political advertising.

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The anatomy of an ad call

The anatomy of an ad call can be simple, or it can be an intricate process, a sort of dance between servers to deliver the right ad for the right price.

Let’s say that you were on the Internet one evening looking to buy a new laptop. You browsed some websites, searched for laptops and studied a few, even put one in your cart at Amazon. But you got distracted before you finished a purchase and went to sleep. The next day, you wake up to check the news and notice that there is an ad from Amazon among the headlines on the website. This ad shows you laptops and maybe even the exact same laptop you had abandoned in your cart. How did this happen? How did Amazon know you would be at this website and manage to buy an ad space there showing you the exact same laptop you had been looking at just a few hours ago? It goes a little something like this

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